Q1. What is the primary objective of IBM’s advertising? How have the objectives of its advertising changed over the years?
Obviously, in one perspective the initial primary objective of IBM’s advertising is to RECAPTURED the brand equity to increase its diminishing market share. Plunging from one of the market leader during 70’s and 80’s to almost a market looser in the 90’s, IBM’s rebranding aims at the value proposition in the mind of the consumers. Defeated by the slicker and responsive rivals such as Microsoft, Dell and Oracle, IBM had to push the awake call alert to reposition itself as one of the significant player in the industry. This all been done through the ingenious and new paradigm of advertising series on which could reinstate the big blue stigma. The transformation process that could penetrate the existing market with the new products (refer to tangible and intangible of IBM outcome) known as the product penetration strategy can be best served through the non-personal media (advertising).
Gradually, over the years these objectives had been streaming with the need and orientation towards the present consumers demand and market behavior. What has been emphasis during the early stage of communicating with the consumers has to be molded with the present requirement to suit the consumer needs and wants. Series of persuasive and accurate appeals of the IBM’s advertising plus the campaign has alerted the consumers of its present business orientation and objectives. At this stage recaptured the brand equity has become marginal as the target is to increased market share through brand retention, brand loyalty and customer relationship management (CRM).
Q2. Evaluate each of the campaign described in the case and the accompanying ads shown in the PPT file. Are the intended branding messaging being communicated clearly and do the ads speak equally well to users, as well as non-users, of IBM’s products and services?
In delivering the message to its target market, Ovilgy & Mather had selectively chosen the right match of appeals and contents in line with IBM’s intention over time. Series of advertising being aired or printed through various medium of communications bombarded the user as well as non-user what is the intention of IBM in penetrating their minds. Since the launched of the first ads Big Blue (1996) followed by Solutions for a Small Planet (1997) to the On Demand (2004) and The Other IBM (2005) using electronic or printed media, IBM had push the limit of advertising effectiveness to triggered and position itself in the mind of consumers.
For the user or former user of the IBM’s product and services, these ads acts as wakeup call as to rejuvenate their past or present experience and deeds and make feels that they’re attaches closely to IBM. The intended messaging has been communicated mutually well between these parties to strengthened the IBM brand image.
The launched of the e-business ads in 1998 is much of the CRM strategies of IBM to recognize and evaluate the business to business (B2B) enterprises to be associated with them. As a result substantial numbers of enterprises emerged and request to be associated with them. At this point of view, the intended messaging communications slightly maneuver towards brand equity rather than awareness or strengthening trademark.
It is interesting to take into considerations of how the non-user of IBM products and services evaluate and affected by all those ads. In neuromarketing, excessive and continuous ‘propaganda’ used by the marketer has proven to have impacts on consumer’s mind. Sparks by awareness could derive consumer for the intensive information search which literally contribute to purchase intention. The internal and external forces play crucial conditions for the IBM’s non-user to become a potential buyer or user and vice versa.
From our points of view, even the intended...