Product vs. brand, image debate
Article Abstract:
The results of IntelliQuest Inc.'s Technology Agency Media & Marketing Survey reveal that high technology companies spend about 72% of their advertising budgets on the promotion of specific products and only 23% on promoting the firms' brand or image. However, industry observers say that there is a noticeable shift from product advertising to brand or corporate image advertising. Some of the high technology companies cited as making this transition are IBM Corp., Microsoft Corp. and Digital Equipment Corp.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
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Tech agencies try simpler ad messages
Article Abstract:
IntelliQuest Inc.'s Technology Agency Media & Marketing Survey is a survey of advertising agencies with high technology companies as clients. The results reveal that the respondents' biggest high tech accounts in terms of time spent are computer hardware manufacturers (42%), software companies (38%) and makers of computer peripherals (32%). The objectives of high tech advertisements are to raise consumer awareness, enhance the company's image and strengthen customer loyalty. Other findings are discussed.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
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Little change seen in ad campaign duration, targets
Article Abstract:
The results of IntelliQuest Inc.'s Technology Agency Media & Marketing Survey indicate that advertising agencies with high technology clients are not necessarily changing their marketing strategies just because of the business environment is rapidly evolving. The duration and targets of advertising campaigns show no apparent change even though business has been radically transformed by the explosive growth of the high technology market.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
User Contributions:
Comment about this article or add new information about this topic:
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