COMPAQ REVEALS COSTS ARE BELOW THE SURFACE
By Adnews Staff
Compaq Canada of Richmond Hill, Ont. will launch a print campaign next month targeting the public sector. The ads focus on the fact that much of the cost of computers is hidden. The headline for the ads is "Experts agree, 85% of computer costs are usually hidden." The ad uses a visual of a tip of a monitor showing. The rest is below the surface to drive the point home that this is where most of cost of computer technology is. The ad will run from April through to June, using testimonials in the text. The first sets the stage for the testimonials. It reads, "Surprising isn't it? Of all the costs you're likely to incur owning computer technology, it's estimated that a mere 15% is spent on the initial purchase price. The remaining 85% is below the surface. The campaign was created by Ammirati & Puris/Lintas of Toronto.