Intel, AMD go advert crazy
Posted by aco on 16 September 2002 - 11:54 · 1 comment & 104 views
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And, while Intel has dropped its blue men and bunny suits to focus on what observers have called "real" people, AMD has gone slightly bonkers with its new slogan "AMD me."
Big bucks Intel will keep on boing boing be boinging on the telly while cheaperzilla is sticking with print and online media, the companies reveal.
AMD says its new campaign "represents the most ambitious branding campaign in AMD's 33 year history." And, in the normal guff that accompanies such an investment, Rob Herb, chief marketeer at AMD reckons: "The 'AMD me' campaign is an excellent expression of our commitment as a business to build deep relationships with customers, and address the real-world needs of the global marketplace."
"The campaign is expected to generate over 285 million impressions worldwide," said Michael McLaren, executive vice president and director, client services at McCann-Erickson. "We anticipate a grass roots-effect that will positively impact AMD's business and drive demand for the company's already highly-anticipated 64-bit product line."
On problem with advertising the Hammer chips at this point is that production on the Hammer-based chips has been delayed from its original release date of this fall to possibly as late as the summer of 2003.
Good source
Report author Yvonne MacPherson said: "A distinct advantage of the internet as a source of heath information is that information is easily accessible and can be read in private and at the leisure of the internet user.
"Good health sites are not meant to replace interaction with a physician. Rather, they help patients prepare for appointments and take more responsibility for their health."
The survey also found that the vast majority of people consider themselves highly health conscious - making them a receptive audience for health information.
Currently, 32-34% of adults aged 18 to 54 used the internet to search for health information.
This number decreases to 27% in the 55 to 64 age group, and further to 14% in the 65 and over age group.
Young internet users often conduct online health research on behalf of older family members who do not use the internet.
Audience will grow
However, Datamonitor says that the audience for health information online will grow naturally as the population ages, and more and more people grow up with the net.
It recommends that website operators focus their efforts on building a good long-term relationship with their existing consumers, rather than on attempting to attract non-internet users.
At present, general health sites and sites run by governments or institutions are more popular than those run by pharmaceutical firms, as they are perceived to be more objective.
However, Datamonitor predicts that pharmaceutical company sites will become incresingly popular as the population ages, given the large proportion of elderly people on medication cmopared to other age groups.
Ms MacPherson said: "Product sites are ideal places for internet users to check information about side effects and dietary requirements ofthe pharmaceuticals they are taking."