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Acer America Corp. begins its first-ever TV campaign Aug. 12, part of a branding effort from Hal Riney & Partners intended to make Acer a household name.

Acer America, part of Taiwanese electronics power Acer Group, has leaped to No. 3 in U.S. home PC sales. But VP-Marketing Marlene Williamson figures just "4% of any guys on the street" have heard of the company.

Riney's mandate is to raise brand awareness for Acer among consumers and business customers. The brand intends to move into

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