page 1 of 85 lenovo confidential | © 2008 lenovo lenovo advertising over the years…

of 85Lenovo Confidential | © 2008 Lenovo

LENOVO ADVERTISING OVER THE YEARS…


LOCKED LOGO

SOME BASICS – INTEL LOGOS

BADGE LOGO

STAR RATING

LOGO


SOME BASICS – INTEL BRANDS

PREMIUM BRANDS (50%) STANDARD BRANDS

(25%)

OFF-ROADMAP (0%)


SOME BASICS – LEVELS OF REIMBURSEMENT

• 50% REIMBURSEMENT - Use the locked logo of a premium brand (Exceptions – AV and web banners less than 90 pixels)

• 25% REIMBURSEMENT - Use the locked logo of a standard brand

• 0% REIMBURSEMENT - Use an off-roadmap brand logo or use the badge logo of a premium/standard brand

50% REIMBURSEMENT

Use the locked logo of a

PREMIUM brand.

Exception: AV and web

banners less than 90 pixels.

25% REIMBURSEMENT

Use the locked logo of a

STANDARD brand.

0% REIMBURSEMENT

Use an OFF-ROADMAP

brand or the badge logo of

a PREMIUM/STANDARD

brand.


REIMBURSEMENT ROADMAP

CURREN

T


TERMS TO FAMILIARIZE YOURSELF WITH

Viewing Plane – the maximum number of pages, panels, or screens in a particular advertisement that can be viewed at one time, such as page, spread, gatefold, foldout, monitor screen, or bus panel. An advertisement can have multiple viewing planes.

COVER BACKINSIDE SPREAD


GENERAL CONDITIONS

• INTEL DESIGNED IIP TO POSITIVELY PROMOTE THE INTEL INSIDE BRAND AND ENCOURAGE DEMAND CREATION ACTIVITIES FOR BRANDED QLPs

- Intel will not reimburse ads that feature Non Qualifying Products.

- Intel reserves the right to not reimburse for ad placement and frequency as deemed excessive and/or ineffective brand promotion.

- Intel reserves the final judgment regarding approval of payments and reimbursement for all ads under the program.


INTEL ADVERTISING STANDARDS

• ALL LENOVO ADVERTISING MUST –

- Comply with Intel’s trademark and usage guidelines

- Promote the Intel Inside brand in a positive manner

- Comply with high standards of good taste as determined by Intel including placement and programming context, overall advertising vehicle and advertising content

- Be placed in a suitable location or venue determined by Intel that is both appropriate for and available to the target audience, is regulated for advertising purposes by the appropriate authority in the region where they are located and where such authority exists


INTEL ADVERTISING STANDARDS

- Intel reimburses for media it determines to be legitimate and appropriate for advertising. An eligible media vehicle has at minimum the following components:

- Established circulation and media coverage as demonstrated and certified by a third party media company

- Industry established and published standard rates

- Appropriate end-user or reseller target audience

- Ability to produce Intel required documents for claiming and audit purpose


Intel 6 Core Rules

• All Eligible Media to follow 6 Core Rules for Ad Creation (universal)

Must be about QLP (Qualified Licensing Product)

Use the correct Intel Inside logos, Intel brand mention and Trademark lines

Following guidelines for Additional Branding Elements (ABEs)

No Non-qualifying products

Ads need a creative design unique to Intel, not confusingly similar to ads promoting products with non-Intel® processors.

Pass verification test for Intel brands with platform requirements, prior to advertising


RULE 1 – MUST BE ABOUT QLP

• AD MUST PROMOTE AND SELL QUALIFYING LICENSEE PRODUCTS

• NO SYSTEM VISUAL REQUIRED

PROMOTES OR SELLS QLP

NO PRODUCT VISUAL REQUIRED

Lenovo ThinkPad R61 powered by Intel Centrino Processor Technology


RULE 1 – MUST BE ABOUT QLP

This is an example of a

NON-COMPLIANT creative.

This ad promotes and sells

a printer and the QLP is

only a give away.


RULE 2 – INTEL LOGO, BRAND MENTION, TAL

Intel logos must be shown on all ads that we are seeking reimbursement on.

(In the case of multiple page ads, the Intel logo is required on every viewing plane.)

The logo used must correspond with the Intel brand in one of the QLPs mentioned in the ad.

Lenovo need not use the logo pertaining to the most prominent system or advanced brand.

The logo used, in part, determines the level of reimbursement on an ad.

Intel logos must be presented in a manner that is not misleading to end users.

- Do not use a logo for a brand you are not advertising

- Do not place logo next to a QLP image/mention that does not use the brand.


Intel Inside Logo: clear space and measurement

For Locked & Badge logos, the size of the logo is measured by the WIDTH for Print media, and HEIGHT for Online media usage.

Badge logos Locked logos

1.25" (3.18cm) wide

1.25" (3.18cm) wide



When presented with an ad, Intel will check the logo for –

- Placement: Placed in an area free of excess clutter, typography and other graphic elements.

Print: Placed within 2.5” x 3” of upper or lower right corner of the ad.

Audio/Video: Full screen signature ID within Title-Safe Area. For

audio-only ads signature ID placed immediately before or after Intel brand

mention.

Online: For landing pages, logo must be above the fold and visible at all

times. For other web ads, logo must be visible at all times.

- Colour: Both four colour and grayscale versions available for download on the

intelinside website. Grayscale versions may only be used for print ads. Colour logos must be used for all other media types.



When presented with an ad, Intel will check the logo for –

- Clear Spacing: This is recommended not mandatory.

- Size: As per specific guidelines for each media type.



No redrawing or modification of the logo is allowed.

Wherever possible the logo should be placed on a clear solid background. If the logo is being placed on a photographic or patterned background, there should be a significant contrast.

NOTE – Use only Intel provided files downloaded from the program website.

Ensure trademark and logo usage guidelines are met before an ad is released.



Intel brand mention MUST be included prominently in the advertisement, for all media types. This may be in the form of a spec or as a text/audio mention in the advertisement.

Refer to the intel inside website for official brand mentions.

http://intelinside.intel.com/track1/en/brand/brc.htm



PROCESSOR NUMBERS

The word ‘Processor’ must always follow a processor name.

Processor numbers are 3-5 numeric or alphanumeric characters that represent the processor features.

Processor numbers must follow processor names not brand extensions.

For “Low Voltage”

Intel® Core™2 Duo Processor P8400

Intel® Pentium® Processor T3200

Intel® Core™2 Duo Processor L7200 (LV)



TRADEMARK ACKNOWLEDGEMENT LINE

OPTION 1 (CATCH-ALL PHRASE)

NON PROCESSOR RATING LOGO - Celeron, Celeron Inside, Centrino, Centrino Inside, Centrino Logo, Core Inside, Intel, Intel Logo, 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.

PROCESSOR RATING LOGO - 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. For more information about the Intel processor feature rating, please refer to www.intel.com/go/rating.

OPTION 2 (BRAND SPECIFIC)

Individual trademark acknowledgement lines (both processor rating and non-processor rating) can be downloaded from the intel inside website.



TRADEMARK ACKNOWLEDGEMENT LINE

PRINT – REQUIRED ONLY ONCE

AUDIO/VIDEO – RECOMMENDED BUT NOT REQUIRED

SIGNAGE (TRANSIT) – STATIONARY AND INSIDE MOVING VEHICLES - REQUIRED

OTHER SIGNAGE – RECOMMENDED BUT NOT REQUIRED.

WEB – AD DESTINATION PAGES


Rule 3: Follow guidelines for Additional Branding Elements

Definition of Additional Branding Elements (ABEs):

Intel defines ABEs as:

”Third-party logos, screenshots (with or without logos), cartoon characters, and any other third-party-owned trademarked images used in Licensee advertising or on Licensee systems”


RULE 3 – ADDITIONAL BRANDING ELEMENTS

EXEMPT

Award Logos, Hybrid Logos, Corporate ID extensions, financial, bank, or payment vehicle logos (like Visa*), and government program, Intel-approved industry standard, and Distribution Channel Logos

NOTE – While the above mentioned are not considered ABEs, they are required to be smaller than the Intel logo.


Additional branding elements

Changes:– Maximum of one highly recognizable ABE at

25% Modified from “unlimited” in 2007

– Alternatively, can still use unlimited non-highly

recognizable ABEs at 25% if no highly

recognizable ABEs are used

http://intelinside.intel.com/track1/en/brand/additional.htm#elements

Note : computer screens showing

third-party logos always impact

reimbursement.NON HIGHLY

RECOGNIZABLE

HIGHLY

RECOGNIZABLE


Additional branding elements (cont’d)

Third-parties and Other Products

• ABEs appearing in ads MUST be clearly smaller than the Intel logos.

• Lenovo ads may not feature any ABEs that contain an Intel competitor's (as determined by Intel) brand, logo, or text mention, or be confusingly similar to an Intel competitor's brand, logo, trademark, or image.


ABEs (cont’d)

Some key questions to ask if a third-party logo affects reimbursement:

Was the party involved in the creation / execution of the ad including but not limited to consulting, reviewing, or paying?

Is there a text mention of the party or its products in addition to their logo?

Is there a marketing agreement in place between the Licensee and party to promote events or sponsorship in their ads?

Is your answer is “yes” to one or more of these questions, the third-party logo seen is likely to impact reimbursement


Rule 4: No Non-qualifying products

• Ads cannot link to or include Non-Qualifying Products*

• Also includes:– Any page of a multiple-page ad, even those not being submitted for reimbursement.– Envelopes containing Direct Mail being submitted for Program reimbursement

• NQLPs include computer products with non-Intel® processors but not peripherals or other non-Intel-based products that support the QLP.


Rule 5: Creative must be unique

• Have a creative design unique to Intel Inside, not confusingly similar to ads promoting products that incorporate microprocessors not manufactured by Intel.

• To change headlines, key visuals, and color palettes to help ensure unique creative.


Rule 6: Pass Verification Test

This rule only applies to systems with Intel brands with Platform requirements. The PCQLP has to pass the verification tool test and upload passing results before the ad can run.

For example:Lenovo IdeaPad Y450 features Intel® Centrino® 2 processor technology with Intel® Core™2 Duo processor T5550

Lenovo must run test on at least one representative system.- brand, model or SKU containing the required platform components

Note: Please refer to 2010 T&Cs for details.


Intel Inside Program 2010 Creative Requirements per Media


Print: media definitions

The Print category includes Collaterals, Direct Mail, Inserts, Magazine or Newspaper ads and Outserts

o Collateral: product education materials, insertions in sales folders, flyers or leaflets distributed at point-of-sale or QLP displays. Does not include gifts or merchandise

o Direct Mail: ads to targeted end-users and resellers via recognized postal systems e.g. postcards, flyers, brochures, catalogues and DM packs

o Insert: Stand alone ads placed in a newspaper, or glued, stitched, or loosely placed into a magazine

o Outsert: ads that are poly-bagged with an eligible magazine


Print: logo guidelines

Logo Type Logo Size

Logo Clear Spacing

Requirements

Logo Placement

Logo ColourLogo

Background

Locked Logo

Badge Logo

0.88” (2.24cm) wide for ads less than 35

sq. in (226 cm2)

1.25" (3.18cm) wide for all other print ads

No clear spacing requirements.

Within 2.5” width (5.08 cm) x 3 in” (7.62cm)

height of the upper or lower right corner of adAt least one logo per

viewing planeBased on 8.5” x 11”

Black/White or Full Colour

Logo must be placed on a clean, clear and solid

background

0.75” (1.91cm) wide for ads less than 35

sq. in (226 cm2)This is measured by

the width of the Badge Logo

No clear spacing requirements. Logo may be placed on

top of a visual/photograph

Within 2.5” width (5.08cm) x 3 in”

(7.62cm) height of the upper or lower right

corner of adAt least one logo per

viewing planeBased on 8.5” x 11”

Black/White or Full Colour

Logo must be placed on a clean, clear, solid

white background

Shortened Brand Names - For Headline only, provided that the full brand name is

used in all other instances, including all body copy, else usage is forbidden.


Intel Inside Logo: placement

For Print media, the Intel Inside logo must be placed as per the following guidelines:

Upper OR lower right corner of ad

Not flushed with edge of page


Print: Multiple-Page Advertisement

Applying 6 Core Rules to multi-page ads and each viewing plane eligible for Intel rebate must meet the rules

At least 50% of the viewing planes in multiple-page ads must be about QLPs

Front covers must show Intel Brand Logo and be QLP-related

Logos used on the front cover of multiple-page ads will determine the reimbursement rate of the entire ad

Non-Qualifying Products are not allowed on any pages, even those not being submitted for reimbursement

Intel Print logo Requirements (size and placement) must be met


Rebates for loose inserts & envelopes Loose Printing Inserts

• Net printing costs for catalogues and/or inserts that are loosely placed into magazines and/or newspapers are also eligible to receive Intel reimbursement.

• Printing costs will be reimbursed the same level the creative is eligible for - 25%/50%

• Only the number insertions inserted into magazines and/or newspapers are eligible for reimbursement. For example, if Lenovo print 2000 inserts and only 1000 copies are to be placed into magazines/newspapers, then claimable costs is the 1000 copies.

Envelopes for Direct Mail

• If used, it is not required to have any Intel brand elements and printing costs is not eligible for reimbursement (i.e. cannot be claimed). Envelopes however, cannot carry Non- Qualifying Products if it is accompanying an eligible Direct Mail


Audio/Video: media definitions

The Audio/Video category includes Broadcast Television, Broadcast Radio, Cinema and Digital Video Screen

Broadcast Television & Radio: TV or Radio ads on cable networks, satellite stations, digital network and local stations

Cinema: ads shown in movie theatre before start of featured attractions. Only TV-type ads are eligible. Minimum size is 22 sq. feet (2 m2)

Digital Video Screens (DVS): Full-motion digital video

Examples include screens attached to buildings, closed-circuit TV channels available in airplanes (in-flight) or trains, standalone screens along pedestrian malls. Video, movie-making applications and rolling-stock type creative can be eligible. Minimum monitor size is diagonal 15 inches (38cm) but for in-flight and commuter trains, it may be smaller


Audio / Video: Minimum screen size

Cinema: Minimum screen size of 22 sq. ft. (2 sq. meters)

Digital Video Screens: Minimum screen size of 15" diagonal (38 cm) and monitors in airplanes and commuter trains may be smaller


Audio/Video: signature ID

Signature ID Length

Signature ID SizeSignature ID Placement

Badge versionsSignature ID can be no less than 3 seconds

TV , Cinema & DVS: Full screen (100%)

For audio / visual ads:The Signature ID must be completely within the Title-Safe Area

For audio-only (radio) ads:The audio-only Signature ID must be placed immediately preceding or following the Intel brand mention

Signature ID

To identify the correct Intel Signature ID for each Intel Brand, pls visit: http://intelinside.intel.com/track1/en/brand/brc.htm#brc

Standard Badge Logos (Intel® Signature IDs) will be used for all Brands.


Audio/Video: signature ID (cont’d)

• Use full-screen (100% of the screen) and within Title-Safe area

• Use Standard Badge version of animated Intel® Signature ID


Audio/Video: signature IDs & brand mention

In 2008, only ads up to 2 minutes is supported under IIP-C and only 1 Signature ID is required

Advertisement Length

Total number of Signature IDs required

Audio Brand MentionsVisual Text Mentions

(TV ads only)

0-15 seconds 1 1

16-30 seconds 1 1 -

31 seconds to 2 minutes

1 1 -

Greater than 2 minutes

NA under IIP-C NA under IIP-C -

1 OR

Use of shortened brand names is authorised for TV & Radio.

Pls visit http://intelinside.intel.com/track1/en/brand/additional.htm#shortened


Other signature IDs requirements

• No alterations of duration, melody and instrumentation of the Intel Signature ID are allowed

• Sound level of the Signature ID must be equal to the sound level balance of the ad

• Signature ID cannot have an audio overlay or visual distractions.

• Sound level must be equal to rest of ad

• If there are third-party logo in the TV ads, it must not appear on the screen at the same time as the Intel Signature ID

• In radio ads, audio brand mentions must immediately preceding or following Intel audio Signature ID

• You can order Intel Signature ID can be ordered from the Intel website at: http://intelinside.intel.com/shared/sigid/sig_id_form_tv_2008.htm


Intel Online Basics


2010 Online Program: Objectives

• Leverage the entire 2010 online media suite to touch customers at all phases of the sales cycle.


2010 Online Program: Requirements

• Advertising Placement

All ads must meet standards defined in Ts&Cs 2.2 and be placed on third party websites as defined in the Ts&Cs Glossary.

• 6 Core Rules for Ads

• Web Text Mention Linking

Licensee Pre-Sales web pages that feature a specific QLP must have an Intel Brand Text Mention for each QLP, that is visibly linked to Intel Approved content.

• Landing Pages

All online ads, except Video, must lead to an eligible Ad Destination page (Landing Page) as defined in Ts&Cs. Intel Logos on landing page must be linked to Intel approved content.


Requirements: Placement (Third-party Websites)

Qualifying ads must be placed on

Third-Party Web sites

• Web site that publishes content or

provides Internet Information.

• Licensee owns no more than 10% of entity operating or owning site

• Advertising is form of revenue

• Adheres to privacy policies of appropriate governing body

• Provides publishes rates for performance measures

• Audited by industry recognized independent web auditing service Ex. ABC Interactive, I/PRO, Nielsen


Requirements: Web Text Mention Linking

Qualifying Web Pages are:• Part of Licensee Branded site• Pre-Sales, product-focused (including shopping pages)• Featuring a specific QLP• Intel Brand Text Mentions must:• Be Text based, not graphical• Use an approved Text mention• Be visibly linked to Intel approved

content

Intel-Approved Content: http://intelinside.intel.com/track1/en/marketing/online.htm#linkinghttp://intelinside.intel.com/track1/en/marketing/src.htm?&&syndicationTab=wtml


Online - Cost per click (CPC)

Intel directly reimburses Lenovo for clicks from syndicated Intel content

on Lenovo Web sites.

Highlights include:

• 100% reimbursement at pre-determined CPC rates

• Intel tracks clicks and automatically processes reimbursement, no claiming is required

• Self-service enrollment and content is available through the new Syndication Resource Center

• Intel serves the content, no maintenance or hosting is required by Licensees

• Content is either delivered in self-contained windows or embedded on Licensee sites, so customers never leave the site


Requirements: Landing Pages

Except for Online Video, all ads must lead to an Ad Destination Page (Landing Page). For the entire campaign length, it must

The ADP must Prominentlyfeature at least 1 QLP promoted in the online ad

The Intel logo and brand mentionmust appear above-the-fold on the ADP. Additionally, the Intel logo must bedisplayed at alltimes (100%)

•Intel Online logo requirements must be met

Intel legal line is required

and can be satisfied by

including a link to a page

on Lenovo’s web site where

all trademarks, including

Intel’s, are acknowledged

Intel web site – link Intel logo to The appropriate Intel web site where appropriate Intel content isdisplayed. orIntel web site - link Intel logo to a'mini-browser' window which executes when users click onthe Intel logo

New Intel logos on the ADP must link directly to Intel-approved web content


Ad Guidelines: Text Ad

• Be About QLP

• Logos Brand Mentions Trademark Lines: Text Mention is prominent, Logo and trademark line not required in ad but on Landing page

• Additional Branding Elements: follow guidelines

• Non-Qualifying Products: do not include or link to

• Creative Design: design cannot be confusingly similar to ads with non Intel processors

• Verification: For Intel brands with platform requirements, feature a PCQLP with a passing verification test result on file.


Online: logo guidelines

Logo Type Logo SizeLogo Clear

Spacing Requirements

Logo Positioning

Logo ColourLogo

Background

Locked Logo 90 pixels high logo

on both creative and ADP 50% reimbursement

No clear spacing requirements.

No placement restrictions but must be FULLY

visible at all times. Logo on ADP must appear above the

fold

Full Colour

Logo must be placed on a clean,

clear and solid background

Badge Logo

60 pixels high for ADP and creative

for 25% reimbursement

No clear spacing requirements. Logo may be placed on

top of a visual/photograph

No placement restrictions but must be FULLY

visible at all times. Logo on ADP must appear above the

fold

Full Colour

Logo must be placed on a clean, clear, solid white

background

Note: Banner Ads smaller than 90 Pixels high may use Standard Badge Logos only if the corresponding Ad Destination Page uses the

Locked Logo


Online: Logo Placement guidelines

Intel logo for all web ads and landing pages (ADPs) must be displayed 100% of the time (except for Text ads and Online video). Only exception is when a user-initiated action creates a new viewing area either by scrolling, expanding, loading a new viewing area. In these instances, the Intel logo should be viewable as soon as technically possible and , the in the case of loading a new area, as soon as the other ad elements are loaded.

Online ads must lead to an eligible Ad Destination Page, or ADP, except for Online Video.

Intel Online logo requirements must be met.

For banner ads, Intel logo should be visible 100% of the time. If a portion of banner is visible above the fold (either vertical or Horizontal) then the Intel logo should be above the fold. Banners can or can not be above the fold, there is no change in that.


Online: Ad destination pages requirements

All online ads, except for Online Video, must lead to an eligible ADP

• The ADP must prominently feature at least 1 QLP promoted in the online ad

• The Intel logo and brand mention must appear above-the-fold on the ADP. Additionally, the Intel logo must be displayed at all times (100%)

• ADP Logo size and type must match the Logo size on the corresponding ad

• ADP cannot contain any NQLPs

• ADP must be compliant with the Program Ts&Cs during the entire running period of the advertisement.

• Depending on the level of reimbursement, the appropriate ABE rules applies. ABEs are not allowed to appear “above the fold” and must be clearly smaller than Intel logos.

• Intel Online logo requirements must be met


Online ad example:

ADP


Brand Simplification Contd..

Current New

Intel® Pentium® dual-core processor Intel® Pentium® processor

Intel® Celeron® dual-core processor

Intel® Celeron® processorIntel® Celeron® processor


Brand Simplification

• Intel is also dropping “Quad-core” and “Dual-core” labels to its server processor names.

• Intel continue to include core count as a feature wherever key features are discussed. It simply will no longer be attached to the product name.

Correct Incorrect

Intel® Xeon® processor

Quad-Core Intel® Xeon® processor

Intel® Xeon® processor 5000 sequence

Quad-Core and Dual-core Intel® Xeon® processor 5000 sequence

Intel® Xeon® processor 7400 series

6-core and Quad-Core Intel® Xeon® processor 7400 series

Intel® Xeon® processor E5450

Quad-Core Intel® Xeon® processor E5450

Intel® Itanium® processor

Dual-Core Intel® Itanium® processor

Intel® Itanium® processor 9100 series

Dual-Core Intel® Itanium® processor 9100 series

Intel® Itanium® processor 9150M

Dual-Core Intel® Itanium® processor 9150M

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