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Chicago Tribune Marketing Column.
By Jim Kirk, Chicago Tribune Knight Ridder/Tribune Business News
Jun. 17--LEXMARK'S NOT JOKING WITH PUSH FOR HUMOR IN ADS: Few companies ever go wrong using sharp humor in advertising. Which raises this question: Why isn't corporate America doing more of it?
That question certainly can be applied to companies in the not-so-funny world of computer equipment, where humor is seemingly outlawed.
On Wednesday, Lexmark, the nation's No. 2 printer company, will attempt to change that perception.
That's when the $4 billion Lexington, Ky., printing giant loosens its tie and launches a witty TV and print campaign in its first-ever attempt to go after the highly competitive small and …
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