AST focuses on business marketing

Article Abstract:

AST Research is trimming down its staff and spending less on advertising to increase the company's profitability. It announced in Dec 1997 that it will cut up to 37% of its staff following an earlier cut in April. Advertising spending will also be brought down from $20 million to $10 million. The company's problems, which were attributed to the lack of clear-cut strategy in sales marketing, will be addressed by focusing on quality and the business market.

Marketing, Management, Computer industry, Advertising expenditures, AST Research Inc., ASTA

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Intel's chip launches new era in marketing

Article Abstract:

The high-technology industry now spends billions on multi-media ads to boost product sales. A number of computer publications emerged as a result of this. The importance of marketing is shown by the popularity of Microsoft's Windows rather than of the IBM OS/2 or Macintosh, which are of comparable performance. Advertising Ages' list of Leading National Advertisers now includes IBM, Microsoft and Intel among the top 100 marketing spenders.

Finance

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Hey, nobody's perfect, not even tech-ad makers: campaigns that their creators - and clients - would simply just forget

Article Abstract:

Some advertising campaigns fail to deliver the message. For example, Chiat/Day's 'Lemmings' commercial created for Apple Computer sought to boost sales of the firm's new 'Macintosh Office' line of business products. However, executives dislike the commercial which showed a line of corporate managers marching off a cliff. After the commercial was shown, Apple reported its first quarterly loss, followed by a reorganization.

Evaluation, Advertising campaigns

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