OfficeMax targets small business; No. 3 player zeroes in on price in `ambitious' $65 mil ad effort.(Brief Article)

Advertising Age, July, 2000 by Chura, Hillary

OfficeMax today breaks an estimated $65 million ad campaign targeting the booming small-business market. The office supply retailer hopes to take on superstore behemoths, as well as general discount merchandisers and mom and pop stores.

Rather than highlighting the chain's myriad pens, paper clips, computers, and printers, six 30- and 15-second spots detail frustrations of small and mid-sized businesses and show how the world's third-largest office superstore chain can help. The ads employ the new tag: "You supply the ambition. We'll supply everything else."

At the end of the ads -- which will run on network TV as well as on cable channels such as A&E, Discover and ESPN -- customers are pointed to OfficeMax.com. The company's e-commerce site also is...

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