Hewlett-Packard Canada has divided the advertising assignment for its printers in order to conquer two product categories.
The company wants to strengthen the brand preference of its HP DeskJet family of printers, which uses ink-jet technology, and position it as the cost-effective, high-efficiency alternative to dot matrix printers.
That task has been given to Saatchi & Saatchi.
SMW Advertising continues to handle Hewlett-Packard’s other computer products, and LaserJet, the leading brand in the high-end, high-volume laser category.
Both are Toronto agencies.
Ralph McNeil, hp product manager, Peripherals Products, says that while LaserJet has been targetted to the business market, DeskJet will be going after home computer users, as well as home office and business markets.
McNeil says DeskJet is less expensive and smaller than a LaserJet printer, but still offers high 300-dot-per-inch quality and easy-to-use color printing. PS
