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EBay’s PayPal to Air TV Ads as Payment Rivals Circle

EBay Inc.’s PayPal wants the world to know there are more ways to send and receive money than clicking on a computer’s browser.

The Web-payments service, part of the world’s biggest online marketplace, is embarking on a new global promotional effort to highlight PayPal’s services and broad reach on different devices, David Marcus, the unit’s president, said in an interview. The marketing effort, PayPal’s largest ever, includes the first nationally televised commercials and will showcase a simpler, revamped logo.

PayPal is looking to expand into new markets and venues after its parent company fended off attempts by activist shareholder Carl Icahn to spin the unit out of EBay. The publicity effort comes after the San Jose, California-based company rolled out new services including customer financing, off-line payments and new ways to pay via wireless devices. PayPal is also grappling with a more competitive payments market, with startups including Square Inc. offering alternatives.

“The perception hasn’t caught up with the reality of what PayPal is today,” Marcus said. “In the past we’ve never done any massive advertising campaigns.”

Marcus, who declined to give any specifics on the spending for the new marketing push, said there was no connection between the tussle with Icahn over PayPal’s future and the decision to promote the unit in a marketing effort.

PayPal’s new logo includes two “P”s that are superimposed on each other. The new design has a hand-drawn look and is designed to be more reflective of its technology roots, rather than evoke the corporate logo of a bank or financial institution.

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