Xerox launches copier ad blitz

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Rochester, N.Y.--Xerox, struggling to maintain its status as one of technology's elite, has launched its largest product marketing and advertising blitz in history. The company, supporting its Xerox Document Centre, DocuColor copier/printer and DocuPrint printers, plans to send several million direct mail pieces to corporate information technology buyers, offering trade-in allowances of up to $11,000 and $50 rebates on printer supplies. Spearheaded by Young & Rubicam, New York, which developed all parts of the campaign, the direct-mail blitz will be supported by radio, television and print advertising over the next 12 weeks. The campaign is described as multimillion-dollar, but a more specific figure was undisclosed.
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