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Texas Instruments this week will launch a $25 million TV and print campaign that continues to reposition the company as a business-to-business chip maker, not a purveyor of calculators.
The effort,via McCann-Erickson Southwest, Dallas, focuses on TI's digital signal processing (DSP) chips, a technology used in everything from cell phones to fax machines to digital TVs.TI is the acknowledged leader in the category, supplying about two-thirds of the world's cell phones, but faces competition from...