salesperson theme will play to the fears and insecurities that consumers have about buying technology. By representing a less-than knowledgeable sales person selling to a potential customer either using overly technical terminology to confuse the customer or not knowing a thing about computers because this isnt there department. These two scenarios as oppose to the service and answers they could receive with Dell will not only increase awareness but may be able to cover the weakness in the retail channel while solutions are being discussed and investigated. Given the failure Dell had in the retail channel these experiences could be shown to bring more customers to the direct model which would be informative for the consumer. With Dells Be Direct position already commonplace, Dell will be associated with the direct model to cut off the competitors trying to be like Dell.Advertising ScheduleAs stated in our recommendations we will be beginning an advertising campaign to increase Dells share of mind and share of heart in the market. The campaign will be primarily focused on the consumer and small business segments. A pulsing strategy is recommended, built around our existing sales trends. The campaign will run for nine months from April to December, with three different but related messages. Below is our corresponding sales trend that will allow us to best choose the pulsing strategy.As you can see from the trend line between April and December our peak sales times are April, July and August, and December. We will schedule our strongest reach and frequencies to correspond to these peaks. By increasing our total GRP during peak months Dell can best use its advertising resources....
