Caponnetto says medium carrying message is just as important as content

Article Abstract:

The new director for worldwide media strategy and operations of IBM Corp. prefers working as partners with media companies than as mere suppliers. Marianne Caponnetto believes that this orientation has made the company's relationship with its media a win/win situation. Caponnetto is vastly altering IBM's media dealings by promoting more collaborations to generate richer ideas both from inside and outside the company. Although IBM maintains business with local and regional media outlets, its thrust, through Caponnetto's efforts, is to exploit global opportunities.

Household audio and video equipment, Consumer Electronics, Audio and Video Equipment Manufacturing, Management, Consumer electronics industry, International Business Machines Corp., IBM, Caponnetto, Marianne

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Research builds vital agency/client alliance

Article Abstract:

The advent of desktop publishing has shifted the work usually executed by advertising agencies to in-house marketing departments. However, heightened competition in the high tech and industrial markets has propelled more companies to hire agencies for outside assistance. Agencies must exploit the situation by organizing their output and creating ideas that stem from good understanding of the client's customers and markets. These can be achieved through customer research and an understanding of the true nature of the client's business.

Advertising agencies

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How to buy ad banners: a step-by-step guide

Article Abstract:

Marketing World Wide Web sites can be made traditionally or online. Although buying ad banners also requires the conventional processes such as knowing the audience, studying the media, negotiating for a good buy and doing follow-up research, several pointers must be followed in order to make Web advertising a success. These include identifying the target audience, analyzing the market, customizing each ad for particular content provider, bargaining for good discounts, trying a network buy and asking for a regular report for feedback.

World Wide Web

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