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.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1999
User Contributions:
Comment about this article or add new information about this topic:
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.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1993
User Contributions:
Comment about this article or add new information about this topic:
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.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Real exchange rates in small open OECD and transition economies: comparing apples with oranges? Equilibrium exchange rates in Central and Eastern Europe: a meta-regression analysis
- Abstracts: Ranking of PR firms by specialty. Ranking of independent PR firms with major U.S. operations
- Abstracts: Antibodies cut down to size. Multiplexed electrical detection of cancer markers with nanowire sensor arrays
- Abstracts: OCRA: a concise index for the assessment of exposure to repetitive movements of the upper limbs. Updating reference values and predictive models of the OCRA method in the risk assessment of work-related musculoskeletal disorders of the upper limbs
- Abstracts: Taxing questions. It all comes out in the wash. Not always much of a tax shelter