Advertising
Michael Dell was a strong believer in the power of advertising and frequently espoused its importance in the company's strategy. Thus, Dell was the first computer company to use comparative ads, throwing barbs at Compaq's higher prices. Although Compaq won a lawsuit against Dell for making false comparisons, Michael Dell was unapologetic, arguing that "[the ads were] very effective. We were able to increase customer awareness about value."21 Dell insisted that the company's ads be communicative and forceful, not soft and fuzzy.
The company regularly had prominent ads in such leading computer publications as PC Magazine and PC World, as well as in USA Today, The Wall Street Journal, and other business publications. In the spring of 1998, the company debuted a multi-year worldwide TV campaign to strengthen its brand image.