Intel launches server chip ad campaign

SANTA CLARA, CA (AFX) - Intel Corp announced the launch of a new family of chips for powerful server computers and workstations and unveiled plans for a multi-million dollar advertising campaign to promote its expertise in the arena.

	    The move comes amid a sharp decline in Intel's traditional PC business, and forms part of the company's plan to broaden its product portfolio and boost its presence in a lucrative market dominated by Sun Microsystem Inc's Ultrasparc processor. 

	    The new advertising campaign will play up the company's skills in so-called "macroprocessing" -- the higher-end computing needs of large businesses.

	    TV ads will use analogies such as a jet ski and ocean liner to explain the difference between PCs and more powerful business computers. 

	    The campaign will coincide with the launch of new higher-performance 1.7 gigahertz chips, un updated version of the Xeon processor, which are based on Intel's new NetBurst architecture.

	    "We would like the Xeon brand name to be as known among chief executive officers, chief information officers and IT managers as the Pentium brand name is among PC users," said Deborah Conrad, vice president of Intel's business marketing and alliances group.

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