The Battle for Number Two
Article Abstract:
The personal computer market is very competitive and has already lost many of the competitors to bankruptcy. For those competitors left, the struggle remains not to become number one, but to become number two behind International Business Machines Corp. (IBM) IBM now has about seven per cent of the personal computer market. The next closest competition is Apple Computer Inc. with twenty- one per cent. The biggest drawback with Apple is that it is not IBM-compatible, which is where other computer companies see it as vulnerable. Some of the other close competitors are Tandy/Radio Shack, Hewlett-Packard, Digital Equipment Corp., Texas Instruments, Zenith, Commodore, and Televideo.
Publication Name: Madison Avenue
Subject: Business
ISSN: 0024-9483
Year: 1984
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Macintosh Looking Beyond 1984
Article Abstract:
Apple Computer has recently introduced its new Macintosh personal computer amid a great amount of fanfare. The marketing strategy is to present the Macintosh as the only personal computer choice. The advertising campaigns emphasize facts, not gimmicks. Competition in the personal computer market is overwhelming, and a shakeout is expected. The strategy for Macintosh is to present the minicomputer as a technological breakthrough from a technological oriented company.
Publication Name: Madison Avenue
Subject: Business
ISSN: 0024-9483
Year: 1984
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Ringing in the New
Article Abstract:
The implications of the break-up of AT&T are discussed. AT&T's new advertising strategy is described. The corporate advertising has played a central role in the divestiture from the first announcement. The creation of a corporate identifitcation, a new logo and new corporate advertising campaign is described.
Publication Name: Madison Avenue
Subject: Business
ISSN: 0024-9483
Year: 1984
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