Some ads can be too successful and Dell Computer Corp is attributing that price-slashing at Compaq Computer Corp to its success in persuading users that its much cheaper machines are much better value than those from Compaq, and AD-Chart in Medford, Massachusetts reports that Dell Computer Corp’s four-colour two-page tabloid spread with the headline Top of the Mark – Top of the Mark-Ups, which appeared in the November 19 1990 issue of PC Week was the most recognised ad out of 3,533 advertisements studied across 23 different publications for a full year, and both Dell and its advertising agency, Goldberg, Moser & O’Neill will be presented with PC Week’s outstanding accomplishment award at a lunch to be held in Austin tomorrow which coincides with a writ arriving from Compaq, which, bolstered by the temporary injunction it won from the English High Court over similar Dell ads over here – on grounds that Compaq’s machines differed from Dells – is now suing Dell in Houston, accusing the company of false advertising, injury of trademark and unfair competition, demanding damages for loss of business, and enough cash to fund a corrective advertising campaign by Compaq.
