TITLE

Co-op crossroads

AUTHOR(S)
Elkin, Tobi; Johnson, Bradley
PUB. DATE
November 1999
SOURCE
Advertising Age;11/15/1999, Vol. 70 Issue 47, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the challenges facing the Intel Inside co-op advertising program. As the increasingly volatile computer industry matures and Intel struggles both to extend its core microprocessor business and grow beyond it, the company's program could begin to shrink amid declining computer ad spending levels. The increase in computer pricing has meant an influx of low-cost chips from competitors. Acknowledging the profound market shift, Intel began rolling out changes to the program. Where Intel previously offered computer makers a 60% reimbursement rate on ads for products powered both by Celeron and Pentium family of processors, beginning April 2000, it will reimburse advertisers for ads for Celeron-powered products at only 40%. The move clearly places emphasis on the company's premium Pentium III and Pentium III Xeon processor brands.
ACCESSION #
2492276

 

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