Charlie Chaplin Is Alive and Well

Article Abstract:

The winner in the battle for the microcomputer market is the IBM PC. Marketing and media utilization are major factors in IBM's success. The Charlie Chaplin advertising campaign serves to lighten the images of the personal computer and of IBM. Market growth for the IBM PC is also due to the plethora of compatible software. The manufacturer is IBM's Entry Systems Division, which recognized the importance of marketing to the office place. Timing for market entry was perfect. Businesses required PCs that were compatible with existing hardware. The majority of PCs being introduced did not offer compatibility features.

Microcomputers, Marketing, Brand name products, Brand names

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Out of Sight - Yet Top-of-Mind

Article Abstract:

Barksdale Controls Division of Transamerica Delaval Inc. has an immediate target in design engineers and a large target in the original equipment market. The product line is switches that are placed in a product during the design stage. The division is responsible for developing its own corporate image, distinct from Transamerica. The role of advertising for Barksdale is to create awareness of a quality product in the mind of the original equipment manufacturer (OEM). The decision maker for the OEM is the design engineer. The advertising medium is publications favored by design engineers.

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