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HOUSTON-Compaq Computer is turning to nontraditional media as it readies an integrated marketing assault to support its newly launched Presario line of desktop PCs. The $15-million blitz will be the keystone of a fourth-quarter campaign that includes primetime TV, unconventional print venues and point-of-sale. Involved in the project have been Ammirati & Puris/N.Y., a regional PR agency brought in to cultivate lifestyle and shelter publications, and Interbrand Carp., a New York consultancy working on new Compaq logos, brand names and graphics to integrate worldwide marketing efforts.
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