XEROX PROMOTES PRINTER, CUTS PRICES ON OTHERS
By Adnews Staff
Toronto-based Xerox Canada launched a consumer print campaign recently to tout its DocuPrint C55 color laser printers. Additional ads will appear over the next several months. The company is also showcasing three other DocuPrint models in a computer trade campaign. The ads use the tagline, "A different line of thinking." They focus on Xerox and highlight the differences between the DocuPrint C55, the 4512 and the 4517. Advertising for Xerox is done by Young & Rubicam of Toronto. In addition, Xerox has dropped the prices of three DocuPrint printers by 21%. The machines affected are the 4512, the 4517 and the 4520. Xerox says the aggressive pricing and advertising action are part of an effort to increase its indirect channel sales from $1 billion to $4 billion in three years.