ROMDATA and Convergence International will launch a joint advertising campaign.  ROMDATA will pay for 50% of the advertising costs to promote its brand name, which is consistent with its international private branding strategy.  The joint advertising campaign will also lend credibility to Convergence International’s retail operations.  In the campaign, CI will stress ROMDATA’s full product line, reliability and competitive prices.  CI will also promote its technical expertise, available training and systems support. 

ROMDATA and CI will primarily use the printed medium in the initial stage of the campaign.  This will include advertisements in the Maincity newspaper, poster size advertisements in the Maincity train station (a heavily traveled place by businesspeople), and flyers.  Convergence also plans to advertise on the radio and television as sales increase.  Advertising costs are relatively inexpensive in Maincity, even for major media such as radio and television.  ROMDATA has agreed to spend $6,000 per year with Convergence on joint advertising projects.  The table below (Advertising) contains projected advertising expenses: