Dell Computers Launches in Australia

SYDNEY – Dell has appointed direct marketing agency Tony Carr & Associates to handle its Australian launch and ongoing advertising. The computer company began operation two weeks ago, heralding its arrival with a $1-million print campaign. Computer industry analysts have predicted Dell’s direct telemarketing sales approach will not be as successful in Australia as it has been elsewhere because buyers here are not as computer literate and confident to buy over the phone. Dell has rejected this assertion. Indeed, moves by Compaq and IBM to open telemarketing direct sales departments indicate the Australian market is mature enough for this sales method.
Copyright Adweek L.P. (1993)