Canon Catapults Ahead in New Copier Sales

Article Abstract:

Japanese owned Canon has moved from tenth place in copier sales for 1975 to first choice in 1982. The company credits its success to technological innovation and aggressive new product marketing. Canon responded to market needs, creating technological product breakthroughs. Canon and its advertising agency, Dentsu Young and Rubicam Inc. (DYR), developed an advertising and marketing plan for the new NP process and the new personal cartridge copiers. Advertising media employed include print, radio and television. Canon also concentrates on trade shows.

Office equipment and supplies, Office supplies

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Don't Let the Microchips Fall Where They May

Article Abstract:

American Microchips, Inc. (AMI) produces a variety of microchips known as MOS/VLSI - Metallic Oxide Semi-conductors/Very Large Scale Integrated circuits. The tiny chips, or wafers, are customized to customer specifications. AMI wanted to change its corporate image of a custom and semi-custom house. The new corporate image was to portray a full-capability company. The advertising campaign used print media and direct mail. The campaign was to be unique in the field, presenting a positive image of a complete company that provides the right answers.

Corporations, Electronics, Public opinion

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