HP's attack on Digital signals shift in strategy
Article Abstract:
HP has adopted an aggressive marketing strategy which targets its competitors in the computer industry. One example of this new approach is its parody ad encouraging owners of Digital UNIX servers to trade in their old units with UNIX computers made by HP. Although the ad was pulled out due to complaints from Digital's lawyers, HP followed up its campaign with a rebate offer to Digital customers. Pleased with the ad's success, executives from HP and its advertising agency, Saatchi & Saatchi, are planning to continue taking risks with their aggressive efforts.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
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Back to Fellini: Roger E. Ailes: maestro of negative politics turns to business
Article Abstract:
Ailes Communications Inc chrmn and CEO Roger E. Ailes has trained his negative advertising tactics from politics to the entertainment business. Ailes was notorious for orchestrating negative politics during the 1988 presidential campaigns. He wielded ridiculing ads against Michael Dukakis for George Bush. Ailes is now concentrating on non-political clients since he finds the corporate world more dependable than politics.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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