Office Automation

Article Abstract:

The office automation equipment industry must determine the level of management responsible for purchasing decisions, and what media placed where will reach the decision maker. The industry is also facing several growth barriers. The technology of the equipment is more sophisticated than its marketing channels. Senior executive resistance to automation is prevalent. Office lifestyle will be affected by the technological communication tools. IBM, the field leader, stresses image-oriented advertising. Wang Laboratories' target is the high level decision maker. Office automation is fairly new to Digital Equipment Corporation (DEC). DEC's strategy is for corporate campaigns. Hewlett- Packard's target is department managers, with an image advertising strategy. Xerox must publicize itself as the total office automation vendor. Data General is targeting who they perceive as the heaviest user, the middle manager.

Office equipment and supplies, Office supplies

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AT&T's Biggest Explaining Job

Article Abstract:

AT&T (American Telephone & Telegraph Co.) is undergoing a massive corporate restructuring. It is the job of the company's advertising and public relations departments to explain to the public what the restructuring of the telecommunications corporation will mean to the consumer. The departments will employ all forms of media. An ongoing campaign has been explaining the restructing process. A communications approach proposed by Young and Rubicam entitled 'Let's Talk' will convey AT&T's strategy for communicating its information to the public. AT&T required a communications system that could explain, instruct and position. The 'Let's Talk' campaign was successfully employed and is now being modified and supplemented for continued use.

Analysis, Management, Telecommunications services industry, Telecommunications industry, Information services, Consumer education

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Why GM Lets George Do It

Article Abstract:

General Motors is sponsoring a television nonfiction mini-series on George Washington. The vehicle was chosen because GM wanted something inspirational, with educational impact that associated the public's mind with General Motors. Advertising costs for the expected viewership and amount of television advertising are very reasonable. The program is presented to permit greater continuity for GM's advertising. A school promotion program is sending audio visual packages on the program to all secondary schools in America.

Prices and rates, Education, Automobile industry, Television

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