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EMC launches ad campaign

Storage giant EMC has begun its biggest initiative so far to make its letters a household name. EMC will spend tens of millions of dollars on the campaign, spokesman Rick Lacroix said. The campaign will begin Thursday with commercials during the NCAA men's college basketball tournament, the company said. EMC, while dominating rivals such as IBM, Hewlett-Packard and Compaq Computer in the high-end storage market, doesn't have the name recognition of those companies.

Storage giant EMC has begun its biggest initiative so far to make its letters a household name. EMC will spend tens of millions of dollars on the campaign, spokesman Rick Lacroix said.

The campaign will begin Thursday with commercials during the NCAA men's college basketball tournament, the company said. EMC, while dominating rivals such as IBM, Hewlett-Packard and Compaq Computer in the high-end storage market, doesn't have the name recognition of those companies.