TITLE

Intel set to revamp $800 mil war chest

AUTHOR(S)
Elkin, Tobi
PUB. DATE
November 1999
SOURCE
Advertising Age;11/8/1999, Vol. 70 Issue 46, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the move of Intel Corp. to align its co-op advertising program with its brand segmentation strategy as of November 8, 1999. Intel Corp. will rejigger its massive $800 million co-op advertising program to better align with the brand segmentation strategy it embarked upon a couple of years ago. Among the program changes: Tiered reimbursement rates, rolling out globally as of April 1, with the exception of Japan, which sees the change February 1. Advertisements for personal computers with Intel's Pentium III and Pentium III Xeon processors will be reimbursed at the rate of 60%, while PC powered by the company's lower-cost Celeron chips will receive 40% reimbursements.
ACCESSION #
2459023

 

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