BRANDS HIT NEW HEIGHTS IN HIGH-TECH AD SPENDING

Article Abstract:

Major technology companies are expected to spend about $500 million in new incremental advertising campaigns in 1999, as a result of the diminishing of differences among computer-related products as the industry matures. IBM became the firms computer maker to emphasize advertising and marketing when it launched its "Solutions for a Small Planet" brand campaign in 1995, but other companies, including Compaq, HP, Dell, Gateway, 3Com, and Intel are now involved in aggressive brand advertising campaigns.

United States, Electronic computers, Electronic Computer Manufacturing, Computers & Auxiliary Equip, Marketing procedures, Research Findings, Television, Marketing/Advertising Methods, Campaign Effectiveness, Advertising Activity, Account Activity, Print Media, Demographics, Campaign Themes, Media Financial Data, Agency Planning/Goals, Agency Financial Data, Design/Copy, Out-of-Home Advertising, Slogan, Market Targeting & Approach, Computer industry, International Business Machines Corp., IBM, Market strategy, Ogilvy and Mather Worldwide Inc., McCann-Erickson Inc., Goldberg Moser O'Neill Advertising, Messner, Vetere, Berger, McNamee, Schmetterer/Euro RSCG, Foote, Cone and Belding, Temerlin McClain

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Big Siemens Division vests its agency with more power

Article Abstract:

A partnership relationship is created between Siemens' Energy and Automation division and Gordon Bailey & Associates to optimize resources by integrating the efforts of several agencies, graphic designers and free-lancers servicing the Siemens division. This arrangement provides the agency more direct contact with each product manager and promotes the efficiency and effectiveness of Siemens marketing and advertising activities.

Process control instruments, Transformers, except electronic, Siemens Energy & Automation Inc., Gordon Bailey and Associates

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Learning the trade: Dentsu gets tips on b-to-b

Article Abstract:

Business-to-business marketing (b-to-b) is virtually unknown in Japan so when the Japanese advertising agency Dentsu Inc. wanted to learn about the business, it engaged the help of Atlanta, GA-based Sawyer Riley Compton. Dentsu executives have already absorbed much of the b-to-b basics from their US counterparts and the company is now evaluating if it would be feasible to begin a b-to-b operation in Japan.

Study and teaching, Dentsu Inc., Business-to-business advertising, Business to business advertising

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