Sizing up high-tech markets worldwide
Article Abstract:
Marketing research by International Data Corporation reveals that 30 to 35 percent of U.S. computer firms' sales occur on foreign markets. This trend is growing, with Europe (particularly West Germany, France and the U.K.) the biggest market for hardware, software and peripherals. Peter May of M and T Publishing Inc. cites patience as the key to success on European markets, where companies such as IBM and Olivetti have done quite well. European high-tech buyers have an increasing demand for local area networks, add-on graphics boards and translated package software. Advertising can be done through machine-specific magazines (such as 64er or Chip), through 'vertical' media (such as Which Computer), or other popular journals (such as Asia Week).
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1986
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Positioning computer products in Europe
Article Abstract:
U.S. computer companies are attempting to offset competition and shrinking domestic markets by growing abroad, where sales are picking up. The key to overseas success lies in advertising. The biggest advertising challenges consist of translating technology and choosing the publications to use. A variety of publications are described. In Europe, comparative advertising is forbidden, and Europeans prefer advertising copy that emphasizes product value. Advertising that educates and introduces new technologies is being used by both 3Com of Mountain View, California and Hercules of Berkeley, California. Advertising should be planned to fit into fall and spring trade show schedules, since these shows commonly attract more than 100,000 people.
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1986
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Europe's computer press revisited
Article Abstract:
Change has characterized the computer magazine industry in the U.K., which grew from a small number of journals in 1981 to a high of 150 magazines in 1985, prior to declining to 120 that same year. For 1986 there has been growth in PC-dedicated titles, but no new titles in value-added reseller areas. Computer advertisers and agencies should require proof of readership when choosing from among publishers, and independent media research is also needed to help make evaluations and choices. The 1986 advertising picture looks good with weekly data processing tabloids remaining strong. Computer Weekly, Computer World and Computer News have solid readerships.
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1986
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