Marketing out of obscurity: billion-dollar Intergraph Corp. raises its profile

Article Abstract:

Intergraph Corp attempts to get the attention of Wall Street and the shareholders by adopting a new media strategy which goes beyond the printed media to the more sophisticated use of state-of-the-art video complex for the production of product-oriented videos and its annual Intergraph Graphics Users Group and marketing road shows. It aims to attract more customers and widen its market by providing a 24-hour direct line connected with 38 cities in the US and four overseas. Customers can order directly to the company by dialing the 800 number which links them to the order desk.

Marketing, Intergraph Corp.

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Linking quality and value: IBM uses a winning combination to power PS/Value Point campaign

Article Abstract:

The IBM PS/ValuePoint is introduced in the market as an inexpensive computer that delivers quality performance which IBM products is known for worldwide. It is promoted as a powerful PC with reasonable price. Its advertisement emphasizes its ability to solve a customer's computing problems. It is fully networkable and is economical because it provides expandability for base products by offering new IBM hard drives, diskette drives and memory upgrades. The quality service and support provided by Helpware enhances its value.

Product introduction, IBM PS/ValuePoint (Intel-compatible system)

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How IBM made its branding campaign pay off

Article Abstract:

IBM was successfully able to make an e-business brand advertising campaign pay off by inviting customers to respond to the e-business Web site or by mail, fax, e-mail, or a toll-free number staffed by trained specialists. Its response management system enabled the company to field over 1,000 calls and Web responses. Consistent phone scripting and fulfillment materials were considered the pivotal factors in the campaign's success.

Electronic Computer Manufacturing, Computers & Auxiliary Equip, Analysis, IBM, Column, Advertising campaigns

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