DELL RETURNS TO DIRECT MARKETING
By Adnews Staff
Dell Computer Corp. of Austin, Texas is launching a worldwide print campaign next year to impress consumers with the benefits of buying directly from a computer maker such as Dell instead of through retailers. The ads will be created by Goldberg, Moser and O'Neill of San Francisco. Last year Dell abandoned an attempt to sell to consumers through five retail chains when it couldn't compete with Compaq Computer Corp. of Houston and International Business Machines Corp. of New York. Dell produces about 1.2 million desktop and notebook computers per year in Texas, and 400,000 in Limerick, Ireland. It will open a plant in Penang, Malaysia early next year which should match the Irish output within four years.
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