Novell to air TV spots

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Provo, Utah--Novell, a provider of directory-enabled networking software, will unveil its first-ever TV advertising campaign on ESPN during coverage of the Novell Utah Showdown, a senior PGA golf tournament to be held July 30-Aug. 1. The ads will target senior-level business executives with the message that Novell can help its customers seize untapped business with the company's directory technology. Novell's move of marketing dollars to television and the sponsorship of golf tournaments reflects a trend of tech marketers looking beyond traditional business-to-business media to reach their audience.
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