Ignited Minds, E-tailer Dare Public to Compare

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LOS ANGELES In a new campaign by indie Ignited Minds, online retailer Newegg.com urges potential customers to check out the competition before buying discounted brand-name electronics via its 5-year-old Internet store.

The ads are aimed at “skeptical, overexposed” do-it-yourself computer users who “spend a lot of their discretionary time and money on entertaining themselves,” said Eric Johnson, president of the Marina del Rey, Calif.,

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