WordPerfect gets with the program

Article Abstract:

WordPerfect Corp unveiled a new strategy aimed to meet changing market demands and enable the company to assume market leadership. The plan involves corporate acquisitions, joint marketing ventures and intensified advertising. In a bid to improve its visibility, WordPerfect has undertaken a series of public relations and sales promotions efforts such as its 'Freedom of Choice' sweepstakes. This marketing effort attempts to portray the company's software products as the ideal choice regardless of computer operating system.

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WordPerfect lauches first foray into TV advertising

Article Abstract:

WordPerfect Corp's first television advertisements were launched at Comdex-Fall 1992 computer exposition in Las Vegas. Doremus and Co created the three 60-second commercials using the quick-cut technique mostly in black-and-white. However, WordPerfect's word processing, presentation graphics and electronic-mail/scheduling/calendaring software appear in color. The advertisements are aimed at building the company's image as a developer of high-tech software products.

Advertising

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Symantec unifies strategy but runs localized message

Article Abstract:

Symantec Corp. follows a single unified marketing communications strategy for all its product categories. However, each of the marketing campaigns within the unified strategy is custom designed to fit the needs of each international market. Such a strategy has allowed the company to reduce the costs associated with marketing and advertising. It also allows Symantec to emphasize the capabilities of each product, rather than its corporate image.

Software Publishers, Advertising, Advertising and Related Services, Industrial Advertising, Systems Utilities Software Pkgs, Methods, Symantec Corp., SYMC, Business-to-business advertising, Business to business advertising, Desktop utilities

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