Goat or Gloat

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Company: Hewlett-Packard Co., Palo Alto, Calif. Agency: Goodby, Silverstein & Partners, San Francisco Market: IT managers Chase: The headline declares that the new HP printer allows a user to be in two places at once. But the copy never follows through on that selling point. We expected it to say something about remote access. A larger concern is the cluttered look of the copy block. The text looks dense and it's surrounded by headlines, calls to action and the fine print. Chasers' choice: Goat

Company: Sharp, Mahwah, N.J. Agency: Colby & Partners, New York Market: IT managers Chase: The headline promises to double a customer's productivity. The selling point is supported two ways. The text explains that Sharp's technology allows a user to scan two-sided documents in a single pass, which substantially speeds the process. The visual also backs up the promise. It's a montage of images printed on two-sided documents. Chasers' choice: Gloat

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