SMB MDF Global Agreement - Tradedoublerhst.tradedoubler.com/file/136764/index/Dell_Intel_Global_Agreement... · SMB MDF Global Agreement: ... Banner Search Email › Catalog ... Dell-Intel

SMB MDF Global Agreement: In te l JMP Com pliance GuidelinesRUN-THE-BUSINESS PILLAR Candace Ortiz (Dell) Shawn Holmes (Intel)Global SMB Intel Global Partner Marketing Manager

Aseemita Malhotra (Dell)Global CSMB Intel- North America

Global Marketing

Table of Contents

Confidential2

Global Agreement OverviewCompliance guidelines

– JMP › Online Advert ising

Banner Search Email

› Catalog› Direct Mail

Double Fold Three Fold Brochure Dell Gram Latt ice Letter/Envelope Quick DM (APJ ONLY)

› Print Magazine Free Standing Insert , Nat ional Press Insert , Postal Walks Fax

Appendix– Glossary of Terms– Interbrand Global Best Brand (Highly Recognizable Brands)– Examples of Prominence– Logo examples– Revision History

Global Marketing

Global Agreement Overview

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011OVERVIEW

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The Agreement is in effect April 1, 2010 through January 28, 2011 Note: the month of April is a t ransit ion period for all media vehicles to adhere to the new guidelines

(no later than May 1, 2010)

The Agreement affects only Run-The- Business activity pillar. This Agreement does not include brandingrequirements for Take Your Own Path branding campaign.

The Dell/ Intel JMP global funding agreement applies to Run-The-Business Search, Online Banners, Email, Catalog , Direct Mail, Magazine, Free Standing Insert (FSI), National Press Insert (NPI), Postal Walks (PW)

Faxes All global templates should be produced following the guidelines stated in this document—allowing

the local teams to execute compliance quickly and seamlessly, should the act ivity be vendor funded

The Agreement is Global – all regions and markets covered by Team Dell (agency) MDF support

Channel, CRM and Affiliate programs are not part of the SMB Global JMP agreement

No changes may be negotiated or altered from those included in this document. Any logo use or size reductions are exclusive to this agreement only and may not extend to any other Dell or SMB ads/activities

For JMP funded activity, if the VID contains a brand, logo or text mention of an Intel CPU competitor (example:AMD), or contains a brand or logo that is confusingly similar to an Intel CPU competitor’s brand, logo, trademark or image then Intel may choose not to participate (i.e. they may not fund that JMP activity).

Only Intel Premium brands (Level A processors) on the quarterly roadmap are eligible for reimbursement.

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011COUNTRIES COVERED BY TEAM DELL MDF SUPPORT

Confidential5

ABU Canada United States

LATAM Argentina Brazil Chile Colom bia Costa RicaMexico Peru

APJ Australia China Hong Kong India Indonesia J apan KoreaMalaysia New Zealand Philippines Singapore Taiwan Thailand Viet Nam

EMEA Austria Belgium Denm ark Finland France Germ any Ire land Italy Netherlands Norway Spain Sweden Switzerland United Kingdom

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011COUNTRIES NOT COVERED BY TEAM DELL MDF SUPPORT

Confidential6

Team Dell (Agency) MDF Compliance and Claiming is not staffed to and therefore does NOT support any vendor funded act ivit ies in any newly Emerging Countries.

For EMEA: ALBANIA, ALGERIA ,AZERBAIJ AN ,BOTSWANA, BULGARIA, COTE D'IVOIRE, CROATIA, CYPRUS ,CZECH REPUBLIC, EGYPT, ESTONIA, ETHIOPIA,GHANA, GREECE ,HUNGARY, ICELAND, ISRAEL, J ORDAN, KENYA, KUWAIT, LATVIA, LEBANON ,LITHUANIA, MALTA, MONACO, MOROCCO, MOZAMBIQUE, NEW CALEDONIA, NIGERIA, OMAN, POLAND, PORTUGAL, QATAR, ROMANIA ,RUSSIAN FEDERATION, SAUDI ARABIA, SERBIA, SLOVAKIA, SLOVENIA, SOUTH AFRICA, TANZANIA, UNITED REPUBLIC OF TUNISIA, TURKEY, UGANDA, UKRAINE, UNITED ARAB EMIRATES

For APJ : Cam bodia and Pakistan (any o ther countries no t listed on slide 5)

For LATAM: ARUBA, BAHAMAS, BARBADOS, BELIZE, BERMUDA, BOLIVIA, CAYMAN ISLANDS, DOMINICAN REPUBLIC, ECUADOR, EL SALVADOR, GRENADA, GUATEMALA, HAITI, HONDURAS, J AMAICA, NETHERLANDS ANTILLES, NICARAGUA, PANAMA, PARAGUAY, PUERTO RICO, ST.KITTS AND NEVIS, TRINIDAD AND TOBAGO, URUGUAY, VENEZUELA, VIRGIN ISLANDS, U.S.

Global Marketing

New IIP/JMP Rules Effect ive 01 July 2010

Key requirements for mult i-page print ads: Inte l logo and co rresponding Inte l brand text m ention on front cover

de te rm ines re im bursem ent rate At least 50% o f Viewing Planes in m ultiple - page ads m ust feature

Re im bursable Brand(s) & no t include NQP o r com petitive graphics logos (i.e .: if the re are 4 viewing planes, at least the cover + one m ore viewing plane m ust be e ligible ) One com pliant Inte l brand processo r logo required per e ligible viewing

plane Inte l b rand processo r m ention requirem ent has no t changed Reim bursable Brands have to be the m ajo rity in bo th num ber o f system s

and visual ad space . Fam ily ads that include Inte l Brands bo th on and o ff the Brand Reim bursem ent Roadm ap m ay qualify fo r up to 50% re im bursem ent only if (T’s & C’s Section 8 .2):

Over 50% of the advert ised systems and over 50% visual ad space must be focused on QLPs based on Intel Brands on the Brand Reimbursement Roadmap (“on- roadmap” Brands”) For ads featuring only two QLPs, the majority of ad space is

focused on a QLP based on an “on- roadmap” Brand. After m ee ting the above requirem ents, if the leading QLP in a

fam ily ad is based on a Prem ium Inte l Brand and the co rresponding Inte l Logo is used, it m ay qualify fo r up to 50% re im bursem ent if all o ther Program branding requirem ents are m et. Likewise , if the leading QLP is based on a Standard Inte l Brand, it m ay qualify fo r up to 25% re im bursem ent.

Eligible Ad Space: There will no longer be an autom atic 100% e ligible ad space . The only

way to be re im bursed fo r all ad space is if all pages/viewing planes are Intel eligible. Both Classic and JMP are impacted by this change, so both Classic and

JMP multipage ads need to reflect correct eligible and total pages for ads running as of July 1st.

Global Marketing

Joint Marketing Program (JMP)

ONLINE

Global MarketingCo nfidential9

Dell- Intel Run-The-Business JMP Global Agreement FY2011ONLINE BANNER

JMP Guidelines – 60% Reimbursement (through April); 50% Reimbursement (May 1 – January 28)

Online banners m ust feature Prem ium Inte l Brand o ffers only (no Celeron, Pentium , Atom o r Centrino ) NOTE: Effect ive July 1, 2010, only Ult ra Low Voltage (ULV) series of Intel Core 2 Duo and Intel Core 2 Solo will

be eligible for reimbursement. Eligible ULV processor number must be included in advert . • Core 2 Duo: SU9xxx; SU7xxx• Core 2 Solo: SU3xxx

Online banner m ust inc lude Prem ium Inte l Brand standard badge logo (80 x 60 pixels); present 10 0 % of the tim e,during all fram es o f anim ation. Prem ium Inte l Brand standard badge logo (80 x 60 pixels) m ust also be present on back- up gif/ jpeg.

Exception: For banners less than 90 pixels tall, the Intel processor logo may be 61 x 46 pixels Online flash banners m ust feature Prem ium Inte l Brand text m ention. Inte l brand text m ention required on the last

ro tation (o r fram e) o f banner anim ation. S&P (so ftware & peripherals) no t allowed on Inte l funded OA banners Online banners m ust c lick- thru to com pliant Ad Destination Pages (ADPs)

Ad Dest inat ion Page (two opt ions available):1. Dell.com site (Most Com m on)

Inte l tile fragm ent linking to syndicated content Inte l brand text m ention (m ust m atch processo r featured on OA banner) Inte l full tradem ark acknowledgm ent (linked o r placed on the page)

2. Custom Landing Pages (Rare ly Used): site pages that are developed specifically fo r OA that would o therwise no t beaccessible via Dell.com . “Custom landing pages” are specifically developed pages fo r OA banner/ text.

Inte l Brand Logo (standard badge) Inte l brand text m ention Inte l tile fragm ent linking to syndicated content

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011ONLINE BANNER Format: Vertical Skyscraper 160x600

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Intel Logo Placement

So lution: Cente r- aligned Inte l logo

Inte l Logo dim ensions = 80 x 60 pixe ls

Intel Brand Text Ment ion Intel brand text mention (i.e. Intel Core

2 Duo processor) required on the last rotation (or frame) of banner animation Brand text mention must represent

Premium Intel Brand Must appear on a background that

adequately contrasts the text

Premium Intel Brand standard badge logo Dimensions must always be 80 x 60 pixels Intel logo must never be next to the

Dell logo Intel standard badge logo must be present

100% of the time (during all frames of animation)

NOTE: Effect ive July 1, 2010, only Ult ra Low Voltage (ULV) series of Intel Core 2 Duo and Intel Core 2 Solo will be eligible for reimbursement. Eligible ULV processor number must be included in advert .

• Core 2 Duo: SU9xxx; SU7xxx• Core 2 Solo: SU3xxx

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011ONLINE BANNER Format: Horizontal Leaderboad 728x90

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Intel Logo Placement So lution: right- aligned Inte l logo


Intel Brand Text Ment ion Intel brand text mention (i.e. Intel Core 2 Duo processor)

required on the last rotation (or frame) of banner animation Brand text mention must represent Premium Intel Brand Must appear on a background that adequately contrasts

the text

Premium Intel Brand standard badge logo Dimensions must always be 80 x 60 pixels Intel logo must never be directly next to the Dell

logo Intel standard badge logo must be present

100%of the time (during all frames of animation)



Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011ONLINE BANNERFormat: Square 300x250

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Intel Logo Placement


Premium Intel Brand standard badge logo Dimensions must always be 80 x 60 pixels Intel logo must never be next to the Dell logo Intel standard badge logo must be present 100% of

the time (during all frames of animation)

Intel Brand Text Ment ion Intel brand text mention (i.e. Intel Core 2 Duo processor)

required on the last rotation (or frame) of banner animation Brand text mention must represent Premium Intel

Brand Must appear on a background that adequately

contrasts the text



Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011ONLINE ADVERTISING Ad Destination Page (ADP) – Dell.com

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Screenshots: No screen grabs required o f ADP o r m edia placem ents if they are Inte l CPM approved – The

CPM repo rt will be reviewed fo r com pliance fo r ADP's If the de ll.com page includes Inte l approved content that is c lassified as CPM creative , The

CPM repo rt will be reviewed fo r com pliance fo r ADP's

Additional Branding Elements: Other logos (ABE’s), including Microso ft, can be included on any Dell.com site page

Updated Intel Syndicated to be provided / implemented by Intel

Intel Tile Inte l tile m ay be supplied by Inte l o r

pulled from Inte l Syndication Resource Cente r o r it m ay be a 90 pixe l ADP logo (per IIP guide lines) Placed above the fo ld (at a screen

reso lution o f 1024 X 768 Pixe ls) Must link to Inte l syndicated content Tile is ~ 57X57 Pixe ls, entire

fragm ent is ~60 x 120

Intel Brand Text Ment ion Inte l brand text m ention required on

ADP—at least one system on ADP m ust m atch system and processo r featured on OA banner o r Search ad

Intel full t rademark acknowledgment line (linked or placed on the page):Celeron, Celeron Inside, Centrino, Centrino Inside, Core Inside, Intel, Intel Logo, Intel Atom, Intel Atom Inside, Intel Core, Intel Inside, Intel Inside Logo, Intel Viiv, Intel vPro, Itanium, Itanium Inside, Pentium, Pentium Inside, Viiv Inside, vProInside, Xeon, and Xeon Inside are trademarks of Intel Corporation in the U.S. and other countries.Note: Intel t rademark acknowledgment will change before July 1, 2010

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011ONLINE ADVERTISING Ad Destination Page (ADP) – Custom Landing Page **THIS OPTION IS RARELY USED**

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Custom Landing Pages: site pages that are developed specifically for OA that would otherwise not be accessible via Dell.com. “Custom landing pages” are specifically developed pages for OA banner/ text. Custom landing pages are not within the Dell.com website.

Intel full t rademark acknowledgment line (must be linked or placed on the page): Celeron, Celeron Inside, Centrino, Centrino Inside, Core Inside, Intel, Intel Logo, Intel Atom, Intel

Atom Inside, Intel Core, Intel Inside, Intel Inside Logo, Intel Viiv, Intel vPro, Itanium, Itanium Inside, Pentium, Pentium Inside, Viiv Inside, vPro Inside, Xeon, and Xeon Inside are trademarks of Intel Corporation in the U.S. and other countries.

Screenshots: No screen grabs required o f ADP o r m edia placem ents if they are Inte l CPM approved – The

CPM repo rt will be reviewed fo r com pliance fo r ADP's If the de ll.com page includes Inte l approved content that is c lassified as CPM creative , The

CPM repo rt will be reviewed fo r com pliance fo r ADP's

Addit ional Branding Elements: Other logos (ABE’s), including Microso ft, can be included

Intel Standard Badge Placed above the fo ld (at a

screen reso lution o f 1024 X 768 Pixe ls) Inte l Standard Badge is 80 x 60

pixe ls

Intel Tile Placed above the fo ld (at a

screen reso lution o f 1024 X 768 Pixe ls) Must link to Inte l syndicated

content Tile is ~ 57X57 Pixe ls,

entire fragm ent is ~60 x 120

Intel Brand Mention Placed above the fo ld

(at a screen reso lution o f 1024 X 768 Pixe ls) Ex. Fulfill your vision with Inte l®

processing techno logy

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011SEARCH

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JMP Guidelines – 60% Reimbursement (through April); 50% Reimbursement (May 1 – January 28)

Search keywords include: Dell BRAND e.g. Dell, Dell lapto p (BU shared - link to splitter page)- shared with Co nsum er GENERIC e .g. lapto p, co m puter (BU shared – link to splitter page)- head term s shared with Co nsum er SMB Brand/Generic e .g. Dell business lapto p, co m puters fo r business SMB pro duct e .g. Vostro, Optiplex, Lat itude, Precision, Servers To tal o f 9 prim ary keywo rd gro ups

Dell Brand Generic SMB Brand SMB Generic SMB Pro duct: Vo stro SMB Pro duct: Optiplex SMB Pro duct: Latitude SMB Pro duct Precisio n SMB Pro duct: Servers

CSMB Shared Creat ive: PC related keywo rds: use “… w/ 20 10 Inte l Co re” Server re lated keywo rds: use “…w/ Inte l Xeo n”

SMB Specific Creat ive: Search creative m ust feature Prem ium Inte l Brand o ffers o nly (no Celero n, Pentium , Ato m o r Centrino) New Vo stro 30 0 0 series ads m ust use “….. w/ 20 10 Inte l Co re” PC related o ffers featuring C2D: use “…w/ Inte l Techno lo gy”

Exceptio n J apan: “…w/ Inte l pro cesso rs” Server re lated keywo rds: use “…w/ Inte l Xeo n “ Search creative m ust c lick- thru to co m pliant ad destinatio n pages (ADPs)

Screenshots: No screen grabs required o f ADP o r m edia placem ents if they are Inte l CPM appro ved - The CPM repo rt will be reviewed fo r co m pliance fo r ADP's If the dell.co m page includes Inte l appro ved co ntent that is c lassified as CPM creative , The CPM repo rt will be reviewed fo r com pliance fo r ADP's

CSMB and SMB specific search creat ive does not need to include properly placed registered trademark (®) or trademark symbols (™)

In the case of shared search landing pages across DHS and SMB segments (or what used to be known as the HSB line- of- business), front- end compliance at Enfatico will upload the exact same Search creative to MPNs under each segment’s campaign numbers.

• This search buy will result in a single invoice each month, to be claimed for each MPN.

• The invoice will be prorated according to the following methodology:• SMB is requesting 20% of the gross spend to be reimbursed at 50% reimbursement rate

• DHS is requesting 80% of the gross spend to be reimbursed at 50% reimbursement rate

• Rationale: This is due to the fact that DHS pays up- front for all Home/SMB generic search words. SMB then reimburses DHS for 20% of the traffic that reaches those pages (Dell internal process). This is not based on impressions or clicks of the buy itself, but rather an internal calculation of traffic to each segment once the user has reached the shared page.

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011ONLINE ADVERTISING Ad Destination Page (ADP) – Dell.comSMB/Consumer Splitter Page (Search ADP option only)

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Note : Splitter page used for generic / brand keywords shared with Consumer. Purpose is to facilitatenavigation to consumer or business site only. Time spent on page is minimal.

Intel full t rademark acknowledgment line (linked or placed at bottom of web page):Celeron, Celeron Inside, Centrino, Centrino Inside, Core Inside, Intel, Intel Logo, Intel Atom, Intel Atom Inside, Intel Core, Intel Inside, Intel Inside Logo, Intel Viiv, Intel vPro, Itanium, Itanium Inside, Pentium, Pentium Inside, Viiv Inside, vPro Inside, Xeon, and Xeon Inside are trademarks of Intel Corporation in the U.S. and other countries.Note: Intel t rademark acknowledgment will change before July 1, 2010

Intel Corporate logo Inte l Co rp lo go m ust never be adjacent to the

Dell lo go Inte l Co rp lo go m ust always be black Inte l Co rp lo go m ust be 60 pixels wide Inte l Co rp lo go m ust be abo ve the fo ld

(at a screen reso lutio n o f 10 24 X 768 Pixels) Inte l Co rpo rate lo go will no t be c lickable

(i.e . will no t c lick‐thru to Inte l Syndicated Co ntent)

No “Po wered by” verbiage included in Inte l Co rpo rate lo go lo ck- up

Screenshots: No screen grabs required o f ADP o r m edia

placem ents if they are Inte l CPM appro ved - The CPM repo rt will be reviewed fo rco m pliance fo r ADP's

If the dell.co m page includes Inte l appro ved co ntent that is c lassified as CPM creative , The CPM repo rt will be reviewed fo r co m pliance fo r ADP's

Global Marketing


E-MAIL

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011EMAIL – 50% Reimbursement with no Highly Recognizable ABEs

33% Reimbursement with inclusion of Highly Recognizable ABEs

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Intel Messaging/Brand Text Mention Mo st pro m inent “Hero (s)” (in size) needs to feature

Prem ium Inte l Brand If m ultiple Hero (s) are o f equal size , at least o ne needs to

be with Prem ium Inte l Brand Fo r m ultiple “Hero es” o nly o ne needs to include

Prem ium Inte l Brand and brand text m entio n m ust be featured in bold font

Em ail m ust include Inte l m essaging (pro vided by Inte l) Inte l will pro vide m essaging co ntent and

Prem ium Inte l Brand standard badge lo go (80 x 60 pixels) but Dell will pro duce m aterial to fit the glo bal creative guidelines o f Dell.

Inte l m essaging m ay be placed in e ither bo dy co py paragraph, bulle t o r m essaging bo x

Inte l m essaging m ust have the sam e typo graphical features (fo nt typeface, fo nt size , and treatm ent) as bo dy co py

No te: the creative team has liberty to cho o se fo nt co lo r

Must appear o n a backgro und that adequate ly co ntrasts the m essaging text

Premium Intel Brand standard badge logo Dim ensio ns m ust always be 80 x 60 pixels Inte l lo go m ust never be adjacent to the Dell lo go

Intel Trademark Acknowledgment Legal fo nt size m ust be equivalent to that o f Dell birdseed

o r 6 po int, whichever is greater.

NOTE: Effect ive July 1, 2010, only Ultra Low Voltage (ULV) series of Intel Core 2 Duo and Intel Core 2 Solo will be eligible for reimbursement. Eligible ULV processor number must be included in advert .


Global Marketing


CATALOG

Global Marketing

Dell- Intel: JMP Compliance Guidelines—Catalog

20 Confidential

50% REIMBURSEMENT At least 50 % o f the Viewing Planes in m ultiple - page ads (inc luding bo th inside pages and co vers) m ust be abo ut QLP (Dell system s).

The back co ver can co unt as o ne o f the viewing planes, but is o ptio nal if yo u have the 50 % co vered fro m the fro nt and inte rio r spreads On each o f Inte l e ligible viewing planes, m o re than o f 50 % o f Dell system s m ust be sho wn with Inte l Prem ium Brand (“o n ro adm ap” brand)

Lo go and o ffer (brand text m entio n/ spec listing) m ust align. Inte l Messaging: sho uld align with the system / fam ily be ing m essaged, but m ay po ssibly disco nnec t fro m the lo go / co nfigs.

If Inte l m essaging do es no t align with the Inte l lo go / co nfig, then Inte l m essaging m ust be up se ll m essaging fo r a pro cesso r that is available in e ither the Hero system o r o ne o f the system s (co nfigs) featured o n the spread.

Catalo g bind- in cards do no t affec t num ber o f catalo g viewing planes Gatefo ld do es co unt to ward to tal num ber o f catalo g viewing planes ESA (Elec tro nic So ftware Accesso ries) m ini- catalo g insert do es co unt to ward to tal num ber o f catalo g viewing planes if it is stapled (attached) to the

m ain bo o k. If the ESA is shipped with the catalo g shrink wrapped, o r rubber glued to the catalo g, o r inc luded as a perfo rated tear- o ut, then it do es no tco unt to ward to tal num ber o f viewing planes

FRONT COVER Inte l Standard pro cesso r badge o n fro nt co ver (0 .75 Inches (1.91 cm ) wide by 0 .5625 Inches (1.43 cm ) tall). Standard pro cesso r badge m ust represent a

Prem ium Inte l Brand. (This is only eligible JMP based act ivit ies. IIP based act ivit ies must use the locked logo on the cover)

INSIDE VIEWING PLANES Lo cked pro cesso r lo go o n inside system spreads (upper o r lo wer right hand co rner) Only viewing planes with Prem ium Inte l Brand lo go s/brand text m entio ns/m essaging/o ffers are e ligible fo r re im bursem ent (no Ce lero n, Pentium ,

Ato m o r Centrino ) NOTE: Effect ive July 1, 2010, only Ultra Low Voltage (ULV) series of Intel Core 2 Duo and Intel Core 2 Solo will be eligible for

reimbursement. Eligible ULV processor number must be included in advert . • Core 2 Duo: SU9xxx; SU7xxx• Core 2 Solo: SU3xxx

Inte l Brand text m entio n required o n Inte l viewing planes (50 % to tal viewing planes). Brand text m entio n m ust represent Prem ium Inte l Brand On each o f Inte l e ligible viewing planes, m o re than o f 50 % o f Dell system s m ust be sho wn with Inte l Prem ium Brand (“o n ro adm ap” brand) 70 % o f the Inte l e ligible pages m ust inc lude Inte l m essaging in the brand co ntent o r edito rial co ntent o r super feature bulle t o r in a m essage call- o ut

bo x. Inte l m essaging m ust be fo r Prem ium Inte l Brand. No te : Dell will try to feature Inte l m essaging in brand/edito rial co ntent, super feature bulle t o r m essage call- o ut, but if unable to , Inte l

m essaging will be present so m ewhere o n the viewing plane Inte l m essaging m ust have the sam e typo graphical features (fo nt typeface and treatm ent) as bo dy co py

Fo nt treatm ent o f Inte l m essaging will no t be sm alle r than the sm allest fo nt o n the page (no t inc luding tradem ark ackno wledgm ents, disc laim ers o r o ther legal birdseed).

Inte l Brand text m entio n m ust be listed as the first bulle t in all co nfigs (spec lines). If co nfig is no t present o n viewing plane , Inte l m essaging , which inc ludes Inte l Brand text m entio n can serve as requirem ent

Global Marketing

Dell- Intel: JMP Compliance Guidelines—Catalog

21 Confidential

ADDITIONAL BRANDING ELEMENTS (ABEs) If Highly Recognizable Brands (as defined by Inte rbrand’s annual Best Global Brands list—see Appendix) are inco rpo rated, they can only be on

the non Inte l pages. This includes: logos/ screen fills/product sho ts. (ESA m ini catalogs and bind- in cards are exem pt from this rule .) Product sho ts/ screen fills o f highly recognizable brands are allowed on the sam e viewing plane as Inte l as long as the brand logo is no t legible Text/ copy is okay (this includes Microso ft copy as it applies to MDA guide lines) There is no lim it on the num ber o f ABE's on the non- Inte l pages Lo go s o r text o f an Inte l CPU com petito r (exam ple: AMD) no t allowed May no t contain a brand o r logo o f an Inte l graphics com petito r (i.e . ATI o r Nvidia), o r contain a brand o r logo that is confusingly sim ilar to an

Inte l graphics com petito r’s brand, logo , tradem ark o r im age . Text is okay. Inte l tradem ark acknowledgm ent required

33% REIMBURSEMENT Sam e requirem ents as 50% re im bursem ent, but Highly Recognizable Brands [1 – 20 (exam ple: MSFT screen fills/ logos/product sho ts)]

inco rpo rated on the sam e viewing plane as Inte l Catalog m ay also include unlim ited non- highly recognizable (21 – 100 and over) logos/ screen fills/ product sho ts Additional Branding Elem ents (screen fills/ logos/product sho ts) appearing in e ligible advertisem ents m ust be c learly sm alle r than the Inte l Inside

Lo go s.

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011CATALOG FRONT COVER (Hero featured with Premium Intel Brand)

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Intel Brand Message Hero o ffer with Prem ium Inte l Brand and Inte l Brand

text m entio n o r Inte l m essaging Inte l m essaging m ust have the sam e typo graphical

features (fo nt typeface and treatm ent) as bo dy co py No te : the c reative team has liberty to cho o se

fo nt co lo r Must appear o n a backgro und that adequate ly

co ntrasts the m essaging text Fo nt treatm ent o f Inte l m essaging will no t be

sm alle r than the sm allest fo nt o n the page (no t inc luding tradem ark ackno wledgm ents, disc laim ers o r o ther legal birdseed).

Exam ple : New Vostro 3000 series featuring the all- new 2010 Intel® Core™ Processor family,delivering smart processors for extra performance.

Premium Intel Brand Standard Logo Intel Standard Logo must be 0.75 Inches (1.91 cm)

wide by 0.5625 Inches (1.43 cm) tall Intel standard logo must be placed above the Local

Promo box when Hero shot features Premium Intel Brand and corresponding Intel Brand text mention

Do not include “Powered by” copy next to logo

Local Promo Box Local Promo Box can feature Standard (non Level

A) processor in the bundle

NOTE: Effective July 1, 2010, only Ultra Low Voltage (ULV) series of Intel Core 2 Duo and Intel Core 2 Solo will be eligible for reimbursement. Eligible ULV processor number must be included in advert.


Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011CATALOG INSIDE BOOK 50% Reimbursement

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Highly Recognizable Brand Exam ple o f a highly recognizable ABE (CISCO

router) in which the product logo (on actual product) is no t c learly visible . This m eets com pliance guidelines.

Intel Brand Text Ment ion Inte l Brand Text m ention is required. For all re levant config lists, Prem ium Inte l Brand m ust be in first

position Sam e font/ treatm ent as used in config list

Intel Messaging Required in super feature bulle t, body copy o r in a m essage call-

out box Note: Dell will try to feature Inte l m essaging in brand/edito rial

content, super feature bulle t o r m essage call- out, but if unable to , Inte l m essaging will be present som ewhere on the viewing plane

Inte l m essaging m ust have the sam e typographical features (font typeface and treatm ent) as body copy

Note: the creative team has liberty to choose font co lo r Must appear on a background that adequate ly contrasts

the m essaging text Font treatm ent o f Inte l m essaging will no t be sm aller

than the sm allest font on the page (no t inc luding tradem ark acknowledgm ents, disc laim ers o r o ther legal birdseed).

Intel Locked Logo Must be placed within 2.5 in. width (5.08 cm .) x 3 in. he ight

(7.62 cm .) o f the upper o r lower right- hand co rner o f viewing plane

Inte l logo m ust never be adjacent to the Dell logo For ads larger than 35 sq. in. (226 sq. cm .), use 1.25

in. (3.18 cm .)- wide Locked Logo . For ads equal to o r sm aller than 35 sq. in. (226 sq. cm .), use

0 .88 in. (2.24 cm .)- wide Locked Logo .

Lo go and o ffer (brand text m entio n/spec listing) m ust align Messaging: sho uld align with the system /fam ily be ing m essaged, but m ay po ssibly disco nnect fro m the lo go /co nfigs.

2 o ptio ns: Call o ut as “o ptio nal” o r “upgrade” with a spec ific i3/ i5/ i7 m essaging statem ent (up se ll pro cesso r m ust be

available in e ither the Hero system o r o ne o f the system s (co nfigs) featured o n the spread) Exam ple 1: Spread fo r the new Lati E (hero ) fam ily. In the hero area highlighting the new system s,

o ne o f the bulle ts will call o ut the great features o f i7 (wo uld call o ut as “o ptio nal” o r “when yo u upgrade” since i5 is also o ffered). Then there are 4 co nfigs o n the page and they o ffer i5 and the lo go wo uld be an i5.

Use generic New Co re m essaging statem ent (a New Co re pro cesso r m ust be available in e ither the Hero system o r o ne o f the system s (co nfigs) featured o n the spread)

Exam ple 2: Spread fo r the new Lati E (hero ) fam ily. In the hero area highlighting the new system s, o ne o f the bulle ts will call o ut the great features o f the New Co re Pro cesso rs (generic) Then there are 4 co nfigs o n the page and they o ffer i5 and the lo go wo uld be an i5.



Reference slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011CATALOG INSIDE BOOK 33% Reimbursement

24 Confidential

Highly Recognizable ABE Including a highly recognizable ABE (i.e .

Microso ft) in the sam e viewing plane drops Inte lre im bursem ent to 33%

Additional Branding Elem ents (screen fills/ logos/product sho ts) appearing in e ligible advertisem ents m ust be c learly sm aller than the Inte l Inside Logos.

Intel Brand Text ment ion Inte l Brand Text m ention is required. For all re levant config lists, Prem ium Inte l Brand m ust be in

first position Sam e font/ treatm ent as used in config list

Intel Messaging Required in super feature bulle t, body copy o r in a

m essage call- out box Inte l m essaging m ust re late to highest Prem ium Inte l

Brand listed in the config lists Note: Dell will try to feature Inte l m essaging in

brand/edito rial content, super feature bulle t o r m essage call- out, but if unable to , Inte l m essaging will be present som ewhere on the viewing plane


Note: the creative team has liberty to choose font co lo r

Must appear on a background that adequate ly contrasts the m essaging text

Font treatm ent o f Inte l m essaging will no t be sm aller than the sm allest font on the page (no t inc luding tradem ark acknowledgm ents, disc laim ers o r o ther legal birdseed).

Intel Locked Logo Must be placed within 2.5 in. width (5.08 cm .) x

3 in. he ight (7.62 cm .) o f the upper o r lower right‐hand co rner o f viewing plane

Inte l logo m ust never be adjacent to the Dell logo

For ads larger than 35 sq. in. (226 sq. cm .), use 1.25 in. (3.18 cm .)‐wide Locked Logo .

For ads equal to o r sm aller than 35 sq. in. (226 sq. cm .), use 0 .88 in. (2.24 cm .)‐wide Locked Logo .

Lo go and o ffer (brand text m entio n/spec listing) m ust align Messaging: sho uld align with the system /fam ily be ing m essaged, but m ay po ssibly disco nnect fro m the lo go /co nfigs.

2 o ptio ns: Call o ut as “o ptio nal” o r “upgrade” with a spec ific i3/ i5/ i7 m essaging statem ent (up sell processor must be available in

either the Hero system or one of the systems (configs) featured on the spread) Exam ple 1: Spread fo r the new Lati E (hero ) fam ily. In the hero area highlighting the new system s, o ne o f the

bulle ts will call o ut the great features o f i7 (wo uld call o ut as “o ptio nal” o r “when yo u upgrade” since i5 is also o ffered). Then there are 4 co nfigs o n the page and they o ffer i5 and the lo go wo uld be an i5.

Use generic New Co re m essaging statem ent (a New Core processor must be available in either the Hero system or one of the systems (configs) featured on the spread)

Exam ple 2: Spread fo r the new Lati E (hero ) fam ily. In the hero area highlighting the new system s, o ne o f the bulle ts will call o ut the great features o f the New Co re Pro cesso rs (generic) Then there are 4 co nfigs o n the page and they o ffer i5 and the lo go wo uld be an i5.

Reference slide 7

Global Marketing


DIRECT MAIL

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL

26 Confidential

50% Reimbursement with no Highly Recognizable ABEs33% Reimbursement with inclusion of Highly Recognizable ABEs

Six DM templates under the JMP global agreement :1. Double Fold: JMP2. Three fold brochure: JMP3. Dell Gram: JMP4. Lattice JMP5. Letter/Envelope: JMP6. Quick DM (Quick DM- APJ Only): JMP

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL DOUBLE FOLD

27 Confidential

Intel Presence: “Hero (s)” system m ust feature Prem ium Inte l Brand (Level A) Less prom inent system s can feature Standard Inte l Brands (non Level A) Inte l m essaging on each viewing plane that features system s Dell/ Inte l co rporate logo lock- up Inte l Locked logo

Dell/ Intel Corporate Logo Lock-Up For ads larger than 35 sq. in. (226 sq. cm .), Dell/ Inte l Corp logo

should be 1.88 in. wide x 1.25 in. tall (4.78 cm . x 3.18 cm ) For ads equal to o r sm aller than 35 sq. in. (226 sq. cm .), use 0 .88 in.

(2.24 cm .)‐tall logo .

Intel Brand Text Message Hero o ffer with Prem ium Inte l Brand and Inte l Brand text m ention Inte l m essaging in super feature bulle t o r in a m essage call- out box

(space perm itting; o therwise include m essaging without box) Inte l m essaging m ust have the sam e typographical features (font

typeface and treatm ent) as body copy Note: the creative team has liberty to choose font co lo r Must appear on a background that adequate ly contrasts

the m essaging text Font treatm ent o f Inte l m essaging will no t be sm aller

than the sm allest font on the page (no t inc luding tradem ark acknowledgm ents, disc laim ers o r o ther legal birdseed).

Intel Locked Logo Must be placed within 2.5 in. width (5.08 cm .) x 3 in. he ight (7.62

cm .) o f the upper o r lower right‐hand co rner o f viewing plane Inte l logo m ust never be adjacent to the Dell logo For ads larger than 35 sq. in. (226 sq. cm .), use 1.25 in. (3.18

cm .)‐wide Locked Logo . For ads equal to o r sm aller than 35 sq. in. (226 sq. cm .), use 0 .88

in. (2.24 cm .)‐wide Locked Logo .

Note: DM Double Fold has a total of five (5) eligible viewing planes

BACK Cover (Outside

Page 4) BACK (M

ailing) Panel Folded Closed = 1

Viewing Plane

BACK Panel Folded C

losed = 1 View

ing Plane

BAC

K C

over

Unf

olde

d =

1 Vi

ewin

g Pl

ane



Reference slide 7

Global Marketing


28 Confidential

Intel Presence: “Hero (s)” m ust feature Prem ium Inte l Brand Less pro m inent system s can feature Standard Inte l Brands (no n Level A) Inte l m essaging o n each viewing plane Inte l Lo cked lo go

Intel Brand Text Message Hero o ffer with Prem ium Inte l Brand and Inte l Brand text

m entio n Inte l m essaging in super feature bulle t o r in a m essage

call- o ut bo x (space perm itting; o therwise include m essaging witho ut bo x)

Inte l m essaging m ust have the sam e typo graphical features (fo nt typeface and treatm ent) as bo dy co py



Fo nt treatm ent o f Inte l m essaging will no t be sm aller than the sm allest fo nt o n the page (no t including tradem ark ackno wledgm ents, disc laim ers o r o ther legal birdseed).

Intel Locked Logo Must be placed within 2.5 in. width (5.0 8 cm .) x 3 in. he ight (7.62 cm .)

o f the upper o r lo wer right‐hand co rner o f viewing plane Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in . (226 sq. cm .), use 1.25 in. (3.18 cm .)‐wide

Lo cked Lo go . Fo r ads equal to o r sm aller than 35 sq. in . (226 sq. cm .), use 0 .88 in.

(2.24 cm .)‐wide Lo cked Lo go .


FRON

T Cover U

nfolded = 1 Viewing Plane

FRONT Cover (Outside Page1)



Reference slide 7

Global Marketing


29 Confidential

Intel Presence: Inte l brand text m entio n (in co nfig) Inte l m essaging o n each viewing plane Inte l Tradem ark ackno wledgm ent

Intel Messaging/Brand Text Mention Inte l Brand text m entio n required in co nfig list (in first po sitio n). Inte l m essaging m ust be included o n viewing plane

EXAMPLE: Can be featured belo w o r under system (Optio n A) OR Can featured in Flex Area (Optio n B)

Inte l Brand text m entio n required o n Inte l viewing planes (50 % to tal viewing planes).


No te: the creative team has liberty to cho o se fo nt co lo r Must appear o n a backgro und that adequate ly co ntrasts the

m essaging text Fo nt treatm ent o f Inte l m essaging will no t be sm aller than the

sm allest fo nt o n the page (no t including tradem ark ackno wledgm ents, disc laim ers o r o ther legal birdseed).

Intel Trademark Acknowledgment Legal fo nt size m ust be equivalent to that o f Dell birdseed o r 6 po int,

whichever is greater.


Inside Left- Hand page 2 (Option B)

Inside Left- Hand page 2 (Option A)

INSIDE Spread (Left-Hand + Right -Hand page) = 1 Viewing Plane

Reference Slide 7

Global Marketing


30 Confidential

Intel Presence: Inte l brand m essaging in co py Inte l brand text m entio n (in co nfig) Prem ium Inte l Brand lo cked lo go

Intel Messaging/Brand Text Mention Prem ium Inte l Brand text m entio n required in co nfig list (in first

po sitio n). Inte l m essaging in super feature bulle t o r in a m essage call- o ut bo x

(space perm itting; o therwise inc lude m essaging witho ut bo x) Inte l m essaging m ust have the sam e typo graphical features (fo nt

typeface and treatm ent) as bo dy co py No te : the c reative team has liberty to cho o se fo nt co lo r Must appear o n a backgro und that adequate ly co ntrasts the

m essaging text Fo nt treatm ent o f Inte l m essaging will no t be sm alle r than

the sm allest fo nt o n the page (no t inc luding tradem ark ackno wledgm ents, disc laim ers o r o ther legal birdseed).

Intel Locked Logo Must be placed within 2.5 in. width (5.0 8 cm .) x 3 in. he ight (7.62 cm .) o f

the upper o r lo wer right‐hand co rner o f viewing plane Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in. (226 sq. cm .), use 1.25 in. (3.18 cm .)‐wide

Lo cked Lo go . Fo r ads equal to o r sm alle r than 35 sq. in. (226 sq. cm .), use 0 .88 in. (2.24

cm .)‐wide Lo cked Lo go .


Inside Right Hand page 3

INSIDE Spread (Left-Hand + Right -Hand page) = 1 Viewing Plane

Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL THREE-FOLD BROCHURE

31 Confidential

Intel Presence Prem ium Inte l Brand locked processo r logo

on inside system spreads and front cover –(50% of the viewing planes need to be Inte l com pliant. The back cover can count as one o f the viewing planes, but is optional if you have the 50% covered from the front and inte rio r spreads)

Inte l m essaging on Front Cover Inte l Brand text m ention required on Inte l

viewing planes (50% to tal viewing planes). Brand text m ention m ust represent Prem ium Inte l Brand

Inte l tradem ark acknowledgm ent m ust be inc luded in brochure

Intel Messaging/Brand Text Ment ion Inte l m essaging in super feature bulle t o r in

a m essage call- out box on Front Cover (space perm itting; o therwise inc lude m essaging without box)

Inte l Brand text m ention required on Inte l viewing planes (50% to tal viewing planes).

Inte l text m ention/m essaging m ust be fo r Prem ium Inte l Brand.


Note : the c reative team has liberty to choose font co lo r

Must appear on a background that adequate ly contrasts the m essaging text

Font treatm ent o f Inte l m essaging will no t be sm alle r than the sm allest font on the page (no t inc luding tradem ark acknowledgm ents, disc laim ers o r o ther legal birdseed).

OUTSIDE FRONT Cover = 1 Viewing Plane

OUTSIDE BACK Cover = 1 Viewing Plane

INSIDE Folding Flap (Note: INSIDE Folding Flap + INSIDE Far Left Panel = 1 Viewing Plane

OUTSIDE Unfolded = 1 Viewing Plane

Intel Locked Logo Must be placed within 2.5 in. width (5.08

cm .) x 3 in. he ight (7.62 cm .) o f the upper o r lower right‐hand co rner o f viewing plane

Inte l logo m ust never be adjacent to the Dell logo

For ads larger than 35 sq. in. (226 sq. cm .), use 1.25 in. (3.18 cm .)‐wide Locked Logo .

For ads equal to o r sm alle r than 35 sq. in. (226 sq. cm .), use 0 .88 in. (2.24 cm .)‐wide Locked Logo .

Note: DM Three Fold Brochure has a total of five (5) eligible viewing planes

Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL THREE-FOLD BROCHURE

32 Confidential

Intel Locked Logo Must be placed within 2.5 in. width

(5.0 8 cm .) x 3 in. he ight (7.62 cm .) o f the upper o r lo wer right‐hand co rner o f viewing plane

Inte l lo go m ust never be adjacent to the Dell lo go

Fo r ads larger than 35 sq. in . (226 sq. cm .), use 1.25 in. (3.18 cm .)‐wide Lo cked Lo go .

Fo r ads equal to o r sm aller than 35 sq. in . (226 sq. cm .), use 0 .88 in. (2.24 cm .)‐wide Lo cked Lo go .

Intel Brand Text Mention Inte l Brand text m entio n required o n

Inte l viewing planes (50 % to tal viewing planes).

Inte l text m entio n/ m ust be fo r Prem ium Inte l Brand.

Inte l pro cesso r brand m ust be in first po sitio n in all re levant co nfig lists

Intel Trademark Acknowledgment Legal fo nt size m ust be equivalent

to that o f Dell birdseed o r 6 po int, whichever is greater.

INSIDE Far Left Panel(Note: INSIDE Folding Flap + INSIDE Far Left Panel = 1 Viewing Plane

INSIDE Unfolded = 1 Viewing Plane

INSIDE Center Panel INSIDE Far Right Panel

Note: DM Three Fold Brochure has a total of five (5) eligible viewing planes

Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL DELL GRAM

33 Confidential

Intel Presence: Inte l brand text m entio n (in co nfig) Prem ium Inte l Brand lo cked lo go

Intel Brand Text Mention Inte l brand text m entio n (in co nfig) Mo st pro m inent system (Hero ) m ust be featured with

Prem ium Inte l Brand In the event there are m ultiple system s o f equal pro m inence ,

m o re than 50 % o f the system s featured m ust be o ffe red pre -installed with Prem ium Inte l Brand. Prem ium Inte l Brand text m entio n required in co nfig list (in first po sitio n)

Intel Locked Logo Must be placed within 2.5 in. width (5.0 8 cm .) x 3 in. he ight

(7.62 cm .) o f the upper o r lo wer right‐hand co rner o f viewing plane Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in. (226 sq. cm .), use 1.25 in. (3.18

cm .)‐wide Lo cked Lo go . Fo r ads equal to o r sm alle r than 35 sq. in. (226 sq. cm .), use

0 .88 in. (2.24 cm .)‐wide Lo cked Lo go .

FRONT Viewing Plane

Note: DM Dell Gram has a total of two (2) eligible viewing planes



Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL DELL GRAM

34 Confidential

Intel Presence: Inte l brand m essaging in co py Inte l brand text m entio n (in co nfig) Prem ium Inte l Brand lo cked lo go Inte l Tradem ark Ackno wledgm ent line

Intel Brand Text Mention Inte l brand text m entio n (in co nfig, if present) Mo st pro m inent system (Hero ) m ust be featured with Prem ium

Inte l Brand In the event there are m ultiple system s o f equal pro m inence, m o re

than 50 % o f the system s featured m ust be o ffered pre- installed with Prem ium Inte l Brand. Prem ium Inte l Brand text m entio n required in co nfig list (in first po sitio n)

Intel Messaging Inte l m essaging in super feature bulle t o r in a m essage call- o ut bo x

(space perm itting; o therwise include m essaging witho ut bo x) Inte l m essaging m ust have the sam e typo graphical features (fo nt

typeface and treatm ent) as bo dy co py No te: the creative team has liberty to cho o se fo nt co lo r Must appear o n a backgro und that adequate ly co ntrasts

the m essaging text Fo nt treatm ent o f Inte l m essaging will no t be sm aller than

the sm allest fo nt o n the page (no t including tradem ark ackno wledgm ents, disc laim ers o r o ther legal birdseed).

Intel Locked Logo Must be placed within 2.5 in. width (5.0 8 cm .) x 3 in. height (7.62

cm .) o f the upper o r lo wer right‐hand co rner o f viewing plane Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in. (226 sq. cm .), use 1.25 in. (3.18

cm .)‐wide Lo cked Lo go . Fo r ads equal to o r sm aller than 35 sq. in. (226 sq. cm .), use 0 .88 in.


Intel Trademark Acknowledgment Legal fo nt size m ust be equivalent to that o f Dell birdseed o r 6

po int, whichever is greater.

BACK Viewing Plane

Note: DM Dell Gram has a total of two (2) eligible viewing planes

Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL LATTICE

35 Confidential

Intel Presence: Inte l brand text m entio n in le tte r Prem ium Inte l Brand lo cked lo go

Intel Brand Text Mention Inte l brand text m entio n (in co nfig) Mo st pro m inent system (Hero ) m ust be featured with

Prem ium Inte l Brand


(7.62 cm .) o f the upper o r lo wer right‐hand co rner o f viewing plane Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in. (226 sq. cm .), use 1.25 in. (3.18

cm .)‐wide Lo cked Lo go . Fo r ads equal to o r sm alle r than 35 sq. in. (226 sq. cm .), use


FRONT Viewing Plane

Note: Latt ice DM has a total of two (2) eligible viewing planes

Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL LATTICE

36 Confidential

Intel Presence: Inte l brand m essaging in co py Inte l brand text m entio n (in co nfig) Prem ium Inte l Brand lo cked lo go Inte l Tradem ark Ackno wledgm ent line

Intel Brand Text Mention Inte l brand text m entio n (in co nfig, if present) Mo st pro m inent system (Hero ) m ust be featured with Prem ium

Inte l Brand

Intel Messaging Inte l m essaging in super feature bulle t o r in a m essage call- o ut bo x

(space perm itting; o therwise include m essaging witho ut bo x) Inte l m essaging m ust have the sam e typo graphical features (fo nt

typeface and treatm ent) as bo dy co py No te: the creative team has liberty to cho o se fo nt co lo r Must appear o n a backgro und that adequate ly co ntrasts

the m essaging text Fo nt treatm ent o f Inte l m essaging will no t be sm aller than

the sm allest fo nt o n the page (no t including tradem ark ackno wledgm ents, disc laim ers o r o ther legal birdseed).

Intel Locked Logo Must be placed within 2.5 in. width (5.0 8 cm .) x 3 in. height (7.62

cm .) o f the upper o r lo wer right‐hand co rner o f viewing plane Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in. (226 sq. cm .), use 1.25 in. (3.18

cm .)‐wide Lo cked Lo go . Fo r ads equal to o r sm aller than 35 sq. in. (226 sq. cm .), use 0 .88 in.


Intel Trademark Acknowledgment Legal fo nt size m ust be equivalent to that o f Dell birdseed o r 6

po int, whichever is greater.

BACK Viewing Plane

Note: Latt ice DM has a total of two (2) eligible viewing planes

Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL ENVELOPE / MAILER BOX – JMP Reimbursement for Postage Only

37 Confidential

Intel Presence: NONE

Inte l lo go no t required o n OE. Inte l do es no t have branding requirem ents fo r envelo pes, and Inte l do es no t re im burse fo r the pro ductio n OEs m ay no t inc lude an Intel CPU competitor (example:

AMD), or contain a brand or logo that is confusingly similar to an Intel CPU competitor’s brand, logo, trademark or image

For postage reimbursement, OE contents must meet Intel compliance guidelines as stated in this document

Envelope FRO

NT

Envelope BAC

K

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL LETTER

38 Confidential

If let ter is mailed with addit ional DM components, then all components must meet Intel compliance guidelines as stated in this document

Premium Intel Brand standard badge logo Inte l Standard pro cesso r badge (0 .75 Inches (1.91 cm ) wide by

0 .5625 Inches (1.43 cm ) tall). Must be placed within 2.5 in. width (5.0 8 cm .) x 3 in. he ight

(7.62 cm .) o f the upper o r lo wer right‐hand co rner o f viewing plane Inte l standard pro cesso r badge m ust never be adjacent to the

Dell lo go Standard pro cesso r badge m ust represent a Prem ium Inte l

Brand o nly (no Celero n, Pentium , Ato m o r Centrino ) NOTE: Effective July 1, 2010, only Ultra Low Voltage (ULV) series of Intel Core 2 Duo and Intel Core 2 Solo will be eligible for reimbursement. Eligible ULV processor number must be included in advert. • Core 2 Duo: SU9xxx; SU7xxx• Core 2 Solo: SU3xxx

Intel Brand Text mention Inte l Brand Text m entio n is required and m ust

represent a Prem ium Inte l Brand

Note: DM let ters equal one (1) eligible viewing plane

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL QUICK DM (JMP)

39 Confidential

Intel Presence Hero o ffer with Prem ium Inte l Brand

(brand text m entio n) in co nfig Inte l m essaging abo ve the pro cesso r lo go Inte l Lo cked lo go

Intel Messaging Inte l m essaging in super feature bulle t o r in

a m essage call- o ut bo x abo ve Inte l lo go (space perm itting; o therwise inc lude m essaging witho ut bo x)




Fo nt treatm ent o f Inte l m essaging will no t be sm aller than the sm allest fo nt o n the page (no t inc luding tradem ark ackno wledgm ents, disc laim ers o r o ther legal birdseed).

Intel Brand Text Message Prem ium Inte l pro cesso r brand m ust be in

first po sitio n in all re levant co nfig lists

Premium Intel Brand Locked Logo Must be placed within 2.5 in. width (5.0 8

cm .) x 3 in. he ight (7.62 cm .) o f the upper o r lo wer right‐hand co rner o f viewing plane

Inte l lo go m ust never be adjacent to the Dell lo go

Fo r ads larger than 35 sq. in . (226 sq. cm .), use 1.25 in. (3.18 cm .)‐wide Lo cked Lo go .

Fo r ads equal to o r sm aller than 35 sq. in . (226 sq. cm .), use 0 .88 in. (2.24 cm .)‐wide Lo cked Lo go .

QUICK DM is for use in APJ ONLY



Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011DIRECT MAIL QUICK DM (JMP)

40 Confidential

Premium Intel Brand standard badge logo Inte l Standard pro cesso r badge (0 .75

Inches (1.91 cm ) wide by 0 .5625 Inches (1.43 cm ) tall).

Must be placed within 2.5 in. width (5.0 8 cm .) x 3 in. he ight (7.62 cm .) o f the upper o r lo wer right‐hand co rner o f viewing plane

Inte l standard pro cesso r badge m ust never be adjacent to the Dell lo go

Standard pro cesso r badge m ust represent a Prem ium Inte l Brand o nly (no Celero n, Pentium , Ato m o r Centrino )

Intel Messaging Inte l m essaging in super feature bulle t o r

in a m essage call- o ut bo x abo ve Inte l lo go (space perm itting; o therwise inc lude m essaging witho ut bo x)




Fo nt treatm ent o f Inte l m essaging will no t be sm aller than the sm allest fo nt o n the page (no t inc luding tradem ark ackno wledgm ents, disc laim ers o r o ther legal birdseed).

Intel Brand Text Message Prem ium Inte l pro cesso r brand m ust be in

first po sitio n in all re levant co nfig lists

QUICK DM is for use in APJ ONLY



Reference Slide 7

Global Marketing


PRINT(Magazine, Free Standing Insert, National Press Insert, Postal Walks, Fax)

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011MAGAZINE TYOP Consideration (JMP – 50%)

42 Confidential

TYOP CONSIDERATION AD

Intel Presence: Inte l m essaging integrated into bo dy co py Prem ium Inte l Brand lo cked lo go Inte l tradem ark Ackno wledgm ent line

Intel Messaging Inte l m essaging in bo dy co py Inte l m essaging m ust be fo r Prem ium Inte l Brand.



m essaging text

Intel Locked Logo Must be placed within 2.5 in. width (5.0 8 cm .) x 3 in. height (7.62 cm .) o f the

upper o r lo wer right‐hand co rner o f viewing plane Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in. (226 sq. cm .), use 1.25 in. (3.18 cm .)‐wide Lo cked

Lo go . Fo r ads equal to o r sm aller than 35 sq. in. (226 sq. cm .), use 0 .88 in. (2.24


Intel Trademark Acknowledgment Legal fo nt size m ust be equivalent to that o f Dell birdseed o r 6 po int, whichever

is greater. Can use brand specific tradem ark ackno wledgm ent fo r ads that o nly feature o ne

Inte l brand



Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011MAGAZINE Solutions/Services (JMP – 50%)

43 Confidential

Intel Presence: Inte l m essaging integrated into bo dy co py Prem ium Inte l Brand lo cked lo go Inte l tradem ark Ackno wledgm ent line

Intel Messaging Inte l m essaging in bo dy co py Inte l m essaging m ust be fo r Prem ium Inte l Brand.



m essaging text

Intel Locked Logo Must be placed within 2.5 in. width (5.0 8 cm .) x 3 in. height (7.62 cm .) o f the

upper o r lo wer right‐hand co rner o f viewing plane Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in. (226 sq. cm .), use 1.25 in. (3.18 cm .)‐wide Lo cked

Lo go . Fo r ads equal to o r sm aller than 35 sq. in. (226 sq. cm .), use 0 .88 in. (2.24


Intel Trademark Acknowledgment Legal fo nt size m ust be equivalent to that o f Dell birdseed o r 6 po int, whichever

is greater. Can use brand specific tradem ark ackno wledgm ent fo r ads that o nly feature o ne

Inte l brand



Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011Free Standing Insert (FSI), National Press Insert (NPI), Postal Walks (PW)

44 Confidential

RECOMMENDATION: Only run under JMP if Highly Recognizable Brand is included. Otherwise run under IIP Classic

33% Reimbursement – JMP Sam e requirem ents as 50% re im bursem ent, but Additional Branding Elem ents [ bo th Highly and non- highly recognizable (1 – 100 and over)

can be included Including a highly recognizable ABE plus non-highly recognizable branding elements on same viewing plane as Intel drops

reimbursement to 0% FSI m ay include unlim ited non- highly recognizable (21 – 100 and over) ABE (logos/ screen fills/ product sho ts) on non- Inte l viewing planes Additional Branding Elem ents (screen fills/ logos/product sho ts) appearing in e ligible advertisem ents m ust be c learly sm alle r than the Inte l

Inside Lo go s.

Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011FSI / Postal Walks 33% Reimbursement

45 Confidential

Intel Presence: Inte l brand m essaging Inte l brand text m entio n (in co nfig, if present) Prem ium Inte l Brand lo cked lo go (required o n FC) Inte l Tradem ark Ackno wledgm ent line

Intel Brand Text Mention Inte l brand text m entio n (in co nfig, if present) Mo st pro m inent system (Hero ) m ust be featured with


Intel Messaging Inte l m essaging in super feature bulle t o r in a m essage call-

o ut bo x Inte l m essaging m ust be fo r Prem ium Inte l Brand.

Inte l m essaging m ust have the sam e typo graphical features (fo nt typeface , fo nt size , and treatm ent) as bo dy co py




(7.62 cm .) o f the upper o r lo wer right‐hand co rner o f viewing plane

Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in . (226 sq. cm .), use 1.25 in. (3.18

cm .)‐wide Lo cked Lo go . Fo r ads equal to o r sm aller than 35 sq. in . (226 sq. cm .), use


Intel Trademark Acknowledgment Legal fo nt size m ust be equivalent to that o f Dell birdseed

o r 6 po int, whichever is greater.

FRONT Co verBACK Co ver

RECOMMENDATION: Only run under JMP if Highly Recognizable Brand is included. Otherwise run under IIP Classic



Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011FSI / Postal Walks 33% Reimbursement

46 Confidential

Intel Presence: Inte l brand m essaging (o n each page) Inte l brand text m entio n (in co nfig, if e ligible Prem ium Inte l Brand lo cked lo go (o n each FSI page)

Intel Brand Text Mention Inte l brand text m entio n (in co nfig, if present) Mo st pro m inent system (Hero ) m ust be featured with


Intel Messaging Inte l m essaging in super feature bulle t o r in a m essage call-

o ut bo x Inte l m essaging m ust be fo r Prem ium Inte l Brand.





(7.62 cm .) o f the upper o r lo wer right‐hand co rner o f viewing plane

Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in . (226 sq. cm .), use 1.25 in. (3.18

cm .)‐wide Lo cked Lo go . Fo r ads equal to o r sm aller than 35 sq. in . (226 sq. cm .), use


ADDITIONAL BRANDING ELEMENTS All Additional Branding Elements (screen fills/logos/product shots) appearing in eligible advertisements must be clearly

smaller than the Intel Inside Logos.Highly Recognizable ABE Inc luding a highly reco gnizable ABE (i.e . Micro so ft) in FSI (regardless o f viewing plane) dro ps Inte l re im bursem ent to 33%. Inc luding a highly reco gnizable ABE plus no n- highly reco gnizable branding e lem ents o n sam e viewing plane as Inte l

dro ps re im bursem ent to 0 %Non-Highly Recognizable ABE FSI may include unlimited non-highly recognizable (21 – 100 and over) ABE (logos/screen fills/ product shots) on non-Intel

viewing planes

RECOMMENDATION: Only run under JMP if Highly Recognizable Brand is included.

Otherwise run under IIP Classic

NOTE: Effective July 1, 2010, only Ultra Low Voltage (ULV) series of Intel Core 2 Duo and Intel Core 2 Solo will be eligiblefor reimbursement. Eligible ULV processor number must be included in advert.


Reference Slide 7

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011FAX (JMP – 50%)

47 Confidential

RECOMMENDATION

Intel Presence: Inte l brand text m entio n (in co nfig) Inte l m essaging Prem ium Inte l Brand lo cked lo go Inte l tradem ark Ackno wledgm ent line

Intel Brand Text Mention Inte l brand text m entio n (in co nfig, if present) Mo st pro m inent system (Hero ) m ust be featured with Prem ium Inte l Brand

Intel Messaging Inte l m essaging in bo dy co py , super feature bulle t o r m essaging bo x Inte l m essaging m ust be fo r Prem ium Inte l Brand.


No te: the creative team has liberty to cho o se fo nt co lo r Must appear o n a backgro und that adequate ly co ntrasts

the m essaging text

Intel Locked Logo Must be placed within 2.5 in. width (5.0 8 cm .) x 3 in. he ight (7.62 cm .) o f the

upper o r lo wer right‐hand co rner o f viewing plane Inte l lo go m ust never be adjacent to the Dell lo go Fo r ads larger than 35 sq. in . (226 sq. cm .), use 1.25 in. (3.18 cm .)‐wide

Lo cked Lo go . Fo r ads equal to o r sm aller than 35 sq. in . (226 sq. cm .), use 0 .88 in. (2.24


Intel Trademark Acknowledgment Legal fo nt size m ust be equivalent to that o f Dell birdseed o r 6 po int,

whichever is greater. Can use brand specific tradem ark ackno wledgm ent fo r ads that o nly feature

o ne Inte l brand

NOTE: Fax not eligible media act ivity under IIP Classic



Global Marketing

Appendix

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011GLOSSARY OF TERMS

49 Confidential

Above The Fold: the area of a Web page that is visible without scrolling when viewed at a screen resolution of 1024 X 768 Pixels

Ad Dest inat ion Page (AD P) or Landing Page: the Web page to which a Licensee’s Online advertisement links to

Addit ional Branding Elements: third- party logos, screenshots (with or without logos), cartoon characters, and any other third- party- owned trademarked images that might be used in Licensee or Agent advertising or on Licensee systems.

*Exclusions from this definition are Hybrid Logos; financial, bank, or payment vehicle logos such as VISA *, MasterCard*, and American Express*; and government program, Intel- approved industry standard, and Distribution Channel Logos.

Brand Reimbursement Roadmap: a document provided by the Intel Inside Program that sets forth which Intel Brands will receive which level of reimbursement

Computer Products (eligible) and non-Computer Products (not eligible):Computer Product is a PC, mobile or desktop device, workstation, server, or supercomputer system that is a primary executor of end- user or general- purpose application software and that contains all of the following components: a motherboard populated with a microprocessor, working BIOS , chassis, keyboard/ input device controller, hard drive or permanent local storage capability, and power supply. General-purpose server blades and networked storage systems such as Network Attached Storage (NAS ) or Storage Area Network (SAN ) systems are also considered Computer Products and are eligible for Program reimbursement. Other dedicated- use systems—including, but not limited to, a manufacturing control system, server appliance, non- networked storage device/system, or ATM machine—are not considered Computer Products. Intel will determine if the system advertised meets the spirit and intent of the foregoing definition.

Highly recognizable: Additional Branding Elements that belong to brands ranked 1- 20 on Interbrand's annual Best Global Brands list at http:/ /www.interbrand.com/best_global_brands.aspx

Locked Logo: an Intel- provided asset that combines a specific Brand Logo with a message and/or Intel processor rating

Non-Highly recognizable: Additional Branding Elements that belong to brands ranked 21- 100 and over on Interbrand's annual Best Global Brands list at http:/ /www.interbrand.com/best_global_brands.aspx

Premium Intel Brand: an Intel Brand designated by the Brand Reimbursement Roadmap as a Premium Intel Brand; eligible for 50% reimbursement

Source: Intel Inside Program Track 1 Terms and Conditions (Effective April 1, 2010)

http://www.interbrand.com/best_global_brands.aspx�

http://www.interbrand.com/best_global_brands.aspx�

Global Marketing50 Co nfidential

Dell- Intel Run-The-Business JMP Global Agreement FY2011GLOSSARY OF TERMS

Standard Badge Logo: Intel Logos that are not Locked Logos

Standard Intel Brands: Intel Brands labeled as Standard Intel Brands on the Brand Reimbursement Roadmap; eligible for 25% reimbursement

Viewing Plane: the maximum number of pages, panels, or screens in a particular advertisement placed by an Agent or a Licensee that can be viewed at one time, such as a page, spread, gatefold, foldout, monitor screen, or bus panel. An advertisement may have multiple Viewing Planes. A Viewing Plane may have one or more pages. A Viewing Plane only containing QLPs based on Intel Brands not on the Reimbursement Roadmap (“off- roadmap Brands”) is not eligible for reimbursement. A Viewing Plane containing a Non Qualifying Products and/or competitive graphics logos is not eligible. When submitting the ad information into IION, be sure to enter the number of eligible and total pages (not the number of eligible and total viewing planes). This will ensure accurate prorating for reimbursement.

Source: Intel Inside Program Track 1 Terms and Conditions (Effective April 1, 2010)

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011EXAMPLE OF PROMINENCE

51 Confidential

MULTIPLE SYSTEMS ON A VIEWING PLANE■ EXAMPLE # 1: If there are multiple systems/configs on

a viewing plane and one is bigger in prominence than the others, then the biggest config needs to be a Level A processor

■ EXAMPLE # 2: If there are multiple systems/configs on a viewing plane, but they are all equal in size, then the Level A(s) need to be more prominent. So if there are 3 systems, 2 would need to be Level A, if 2 systems are features, then both would need to be Level A or you can make one “bigger” than the other.

SINGLE SYSTEM ON A VIEWING PLANE■ EXAMPLE # 3: If there is only 1 systems/configs on a

viewing plane, then it must be a Level A processor

Needs to be a Level A Processor

Example #1:

Example #2:

At least 2 of the 3 configs need to be Level A Processors (since they are equal in size

Example #3:

Needs to be a Level A Processor

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011ADDITIONAL BRANDING ELEMENTSInterbrand Best Global Brands 2009 Rankings: Highly Recognizable Brands Ranked 01-20

52 Confidential

Global Marketing

Dell- Intel Run-The-Business JMP Global Agreement FY2011LOGO EXAMPLES

53 Confidential

LOCKED PROCESSOR LOGO

UNLOCKED OR STANDARD PROCESSOR LOGO

Dell | Intel Logo


Dell- Intel Run-The-Business JMP Global Agreement FY2011Revision History

Revision Descript ion Modified By Datev7 Slide 4: Noted month of April is transition period for all media vehicles to adhere to new

guidelines (per meeting on 03/24/10)

Slide 12: ADP requirements updated to align with Consumer (necessary for shared Search creative)

Slide 14: Search updated per Sara Adler (Dell) – creative will include “…w/…”

Slides 19, 22, 23: Updated catalog logo/ text mention/messaging requirement per email from Candace Ortiz (Dell) on 03/24/10

Slide 36: Update ABE requirements for OE (per presentation on 03/24/10)

Slide 43 & 45: FSI updated per Shawn Holmes (Intel) presentation on 03/24/10—Highly + Non Highly recognizable ABE cannot be on the same viewing plane as Intel for FSI.

Rena Garcia March 29, 2010

v8 Slide 4: Added Channel, CRM and Affiliate programs are not part of the SMB Global JMP agreement

Rena Garcia April 07, 2010

v9 Slide 8, 9, 10, 11: Updated with “Intel brand text mention (i.e. Intel Core 2 Duo processor) required on the last rotation (or frame) of banner animation,” per Shawn Holmes (Intel)

Slide 12: Updated with following language: “Intel tile may be supplied by Intel or pulled from Intel Syndication Resource Center or it may be a 90 pixel ADP logo (per IIP guidelines),” per Shawn Holmes (Intel)

Slide 14: Added the following language: CSMB and SMB specific search creat ive does not need to include properly placed registered trademark (®) or t rademark symbols (™)

Rena Garcia April 13, 2010


Dell- Intel Run-The-Business JMP Global Agreement FY2011Revision History

Revision Descript ion Modified By Datev10 Slide 7: added new JMP/ IIP rules effective 01 July 2010

Slide 8: updated with ULV information for C2D and Core 2 Solo. And updated exception for online banner logo usage (per Shawn Holmes)

Slide 14: updated with CSMB shared keyword claiming information 20/80 split across SMB and Consumer. Verbiage taken from approved Consumer/SMB JMP SOWs.

Rena Garcia June 08, 2010

Documents

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