Intel

:The following article is about the multinational corporation; intel is also an abbreviation for intelligence, used in reference to military intelligence and espionage.

Advertising

Intel has become one of the world's most recognizable brands following its long-running "Intel Inside" campaign. The campaign, which started in 1990, was created by Intel marketing manager Dennis Carter. The five-note jingle was introduced the following year and by its tenth anniversary was being heard in 130 countries around the world.

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The Intel Inside program is very lucrative for advertisers. Intel pays half the advertising costs for any ad that uses the "Intel Inside" logo. However, if in print, the ad page cannot contain any references to competitors, such as AMD. If the ads do not meet these requirements, Intel does not pay half the cost and the advertiser is prohibited from using the "Intel Inside" logo. Intel employs a large staff whose primary function is looking for advertisements which violate the agreement. Advertisers found doing so—many of which are "mom and pop" shops ignorant of the reimbursement agreement—are requested to stop violating the use of the logo and are then told how to legally use the logo and get part of their advertising costs reimbursed.

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PC companies advertising products containing Intel chips are required to include the jingle in their film and television adverts in order to receive the reimbursement.

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