Intel ads turn up the heat.

This article reports on the changes in the advertising strategy of Intel Corp. in the U.S. One indication of change in Intel's creative and media is a test of advertisements on which the computer chip company is spending an estimated $1 million in December 1993 in The Wall Street Journal, The New York Times and USA Today. With a corporate culture that embraces running scared even as Intel is leading the pack, it is not surprising the company would consider changes to a successful advertising program. The company is also moving aggressively to improve the price and performance of chips, and a company executive indicated that prices of Pentium-powered computers should fall to about $2,000.