Dell is preparing to launch its new advertising campaign – one that wildly deviates from its traditional formula of dull but tactical promotion, as the direct sales vendors looks to take back market share from the channel and in particular, HP.The commercial, which focuses on its new XPS gaming laptop, has supermodels assembling the computer. The difference between advertising strategies is so great that it led Brand Republic to say it made: "Hewlett-Packard['s campaign], 'The computer is personal again', look a little stale."
The vendor has seen its market share fall in recent months with analyst firm Canalys' CEO Steve Brazier suggesting Dell's reliance on direct sales would see its share continue to dive.
Advertisement
Related Stories
- Westcoast to hold HP Generation8 events May 23rd 2012 at 10:15AM
- Vendor job cuts rumoured to be on the way May 21st 2012 at 1:21PM
- Ingram Micro announces deal to distribute BlackBerry PlayBook to resellers May 21st 2012 at 9:56AM
- Considering a new career? May 18th 2012 at 1:36PM
- PCR Retail Boot Camp: More pictures from the day May 17th 2012 at 11:47AM
- The Wright kind of VIP May 15th 2012 at 2:41PM
- Enta's Alex Reah wins Network Group's Account Manager of the Year May 10th 2012 at 3:43PM
- EntaTech announces Formula Kaspersky competition May 8th 2012 at 2:14PM
- PCR Retail Boot Camp: Trade applauds event May 3rd 2012 at 11:43AM
- EntaTech to distribute Zotac in UK Apr 27th 2012 at 4:34PM
