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Canon Readies Marketing Effort

Canon expects to begin marketing campaigns next month for three new products: the S800 Bubble Jet Printer, the CanoScan 1230UF and 2400UF scanners. The advertising campaigns will include print ads in enthusiast magazines such as American Photo and Popular Photography as well as direct mail to current members of its database and potential new customers.

The products are designed for digital photography enthusiasts. According to Canon of Lake Success,NY, the campaign will focus not on the reasons people should switch to digital but on the products themselves, since the target audiences are digital photography veterans.

The products are designed for digital photography enthusiasts. Therefore, the campaign will focus on the product features rather than on the benefits of digital photography.

The S800 Printer offers more than 49 levels of color gradation and comes with a CompactFlash card reader that allows users to instantly print digital photographs.

The 1230UF and 2400UF scanners come equipped with a built-in large format film adapter that allows a user to scan 35mm, medium format and 4×5-inch slides, transparencies and negatives. The scanners will use a new lens, called the Galileo, developed by Canon's research and development team.

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