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About this document
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- 21 pages
- Price
- $21 one-time, yours to keep
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- Format
- Subject
- Advertising, Business Strategy, Marketing
This case study covers IBM’s brand equity restoration and advertising evolution in the 1990s. It details the company’s struggles, strategic changes, and the advertising campaigns that helped turn around its image. It is useful for understanding business strategy and marketing communications.
What's inside
- IBM's success and decline in the 1970s-1990s
- Lou Gerstner's appointment and strategic vision
- Consolidation of advertising with Ogilvy & Mather
- Launch of the 'Solutions for a Small Planet' campaign
- Targeting C-level executives and communicating IBM's capabilities
Who it is for: Students studying marketing, advertising, or business strategy. (Undergraduate)
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Summary
IBM's advertising campaigns are reviewed. The focus is on how IBM changed its marketing to restore its brand value and adapt to new technologies.
IBM's Early Success and Decline
IBM's dominance in the computer market is described. The factors that led to its decline in the 1990s are discussed.
IBM's Advertising Campaigns
IBM's advertising strategies are examined. The focus is on how IBM used advertising to change its image and appeal to new customers.
The ON Demand Campaign
IBM's ON Demand campaign is explored. The aim was to show IBM as a flexible and responsive company.
IBM's Internet Marketing
IBM's use of internet marketing is discussed. The focus is on how IBM used paid search and websites to support its campaigns.
Key terms
- Brand equity
- The value of a brand based on its reputation and customer loyalty.
- Mainframe computers
- Large, powerful computers used by businesses for critical applications.
- Advertising manifesto
- A public declaration of IBM's advertising strategy and values.
- Integrated marketing communications
- A strategy that combines different marketing tools to deliver a consistent message.
- ON Demand business
- A business model that focuses on flexibility, responsiveness, and real-time problem-solving.
- Help Desk campaign
- An advertising campaign that showed IBM solving real problems for customers.
Questions this document helps with
- How did IBM's advertising change over time?
- What was IBM's ON Demand campaign about?
- How did IBM use the internet in its marketing?
Summary written with AI from the document's text.
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