Bam! Preps Television, Print Branding Blitz For Micron Pcs

Micron is readying a brand image campaign to break in August via Bam! of Austin, Texas. The push will aim to establish the firm as a leading provider of computing solutions to small to medium-size businesses and home office users.
The estimated $20 million TV and print effort, about double what the Nampa, Idaho-based direct marketer of PCs spent on a fourth-quarter campaign last year, also includes direct mail and database marketing.
While the creative approach and media plans have not been formulated yet, the campaign is expected to tout Micron’s strength in technical service and support, respect for its customers, design improvements and superior product performance.