Dell doesn't want to be outdone by rival Lenovo on the advertising front.
Dell plans to start an $80 million ad campaign this month, to help boost slowing sales of its personal computers, Bloomberg News reported.
Chinese PC maker Lenovo, which has a headquarters in Morrisville, started its own ad campaign last month, with an estimated cost of $100 million.
The campaigns even feature similar, dueling taglines.
Dell's is "The Power to Do More."
Lenovo's taglines include "We make the tools. You make them do," "We make the tools for those who do," and the simple "For those who do."
Meanwhile, top PC maker Hewlett-Packard started its ad campaign in February with the tagline "Everybody On."
The PC makers are eager to attract new customers as the U.S. economy slowly revives. They're also dealing with consumers who are shifting to tablet computers and other gadgets, and away from laptops and desktop models.