Competition heats up on notebooks

Small is big in the computer marketplace, and the trend is towards notebook models, which accounted for $498 million in sales in Canada last year.In fact, Toshiba of Canada and Samsung Electronics of Canada, both of which have just launched tv...

Small is big in the computer marketplace, and the trend is towards notebook models, which accounted for $498 million in sales in Canada last year.

In fact, Toshiba of Canada and Samsung Electronics of Canada, both of which have just launched tv spots for their notebook products, are so convinced of the notebooks’ importance, it is the only computer segment in which they compete.

Samsung has just discontinued making desktop systems, while Toshiba began concentrating on portable pcs in the late 1980s.

For Toshiba, No. 1 in the segment with more than 23% of sales, this the company’s first tv advertising in three years.

Thirty- and 60-second versions of its new spot began a 13-week run at the end of October, and will resume in January.

Print support in national newspapers and business and trade publications is more product-specific.

All advertising comes from Chiat/Day, Toronto.

Samsung launched its tv campaign – its first – on Nov. 7.

The 30-second spot, to be joined by a second spot Nov. 28, will run until Christmas.

The tv advertising follows a print and direct marketing campaign that began in September and ended earlier this month.

The campaign, which was created by SMW Advertising of Toronto and features the tagline ‘Technology that works for life,’ introduces Samsung’s Notemaster 486P series of notebooks, which ranges in price from $3,000 to $7,300. PA