Emerson ads target contractors to drive sales from OEMs.(Special Report: Integrated Marketing...

Byline: ROGER SLAVENS

Not long ago, most computer buyers bought PCs based on the names branded on the outside of the box. But because of a groundbreaking, pull-through marketing campaign engineered by chip maker Intel Corp., now buyers are just as choosy about what brands reside inside the computer.

The same basic concept has already worked wonders for Emerson Climate Technologies, a business unit of Emerson, St. Louis, that makes components such as compressors, thermostats and motors for residential and commercial heating, ventilation and air conditioning s