creases advertising being aimed to the consumer market several possible themes have been developed to coincide with the current advertisements. These suggestions are not meant to replace the current Be Direct campaign but rather to enhance the effectiveness of the campaigns message. Y Family PC ThemeIn todays homes more and more PCs are being placed for educational and recreational uses on top of the obvious Internet use. Todays children are more versed in computers than there parents in most cases and in some cases parents will purchase PCs for there children and want little to with it afterward. As this trend continues, Dell can capitalize on this trend and Dells position in the business market to create a new theme to the advertisements. For example, in order to address the concerns of parents making computer purchases with less technical and computer knowledge the service and support Dell offers will be a major selling point on top of price. By using a simile between the purchase of a family PC and a business purchase in which the customer is shown going through the 800 number support and being reassured about their decision by the service representative can be used. The customer can be shown to be increasing in confidence through the commercial and at the climax the customer can say that they need approval before committing to the purchase, at which point they turn and a child comes into view with a thumbs up. The use of levity and slight humor coupled with the representation of ease of use can also be shown in a few variations of ads. Similar comparisons and relationships of the family as a corporation and the children as the IT department can be used in print and radio ads as well.Y Stereotypical Superstore EmployeeAnother possible Be Direct variation for consumer advertisements can play upon the obvious stereotypes of the teenage sales help at a superstore vs. the PC specialist and service Dell offers. The stereotypical...
