Advertising Promotion: International Business Machines Corporation (IBM)

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Table of Contents
Executive Summary ...................................................................................................................... 1 I.

Introduction............................................................................................................................ 2

II. Contents .................................................................................................................................. 3 1. The role of advertising for IBM in general and in Vietnam .................................................. 3 a.

Role of advertising ............................................................................................................ 3

b. Advertising campaigns of IBM in globe and in Vietnam ................................................. 5 2. Branding strategy of IBM .................................................................................................... 10 a.

Overview of branding..................................................................................................... 10

b.

IBM brand management in globe and in Vietnam ......................................................... 12

3. The creative aspects of advertising of IBM ......................................................................... 17 4. Ways of working with advertising agencies ........................................................................ 22 a.

Advertising agency......................................................................................................... 22

b.

Ways of working with advertising agency of IBM ........................................................ 24

III. Conclusion ............................................................................................................................ 26 Appendix ...................................................................................................................................... 27 References .................................................................................................................................... 32

Executive Summary
This report is commissioned to examine the importance of advertising towards International Business Machines Corporation (IBM) over the period from 1993 to 2006. The research draws attention to the role of advertising, the aspects of brand management, the importance of creative strategies and the ways of working with advertising agency of IBM through the analysis of 6 major advertising campaigns, including: Solutions for a Small Planet (1995), E-business (1997), ON Demand, The Other IBM (2005), Help Desk (2005) and Innovations That Matters (2006).

The report concludes that with its effective advertising strategies, IBM has successfully raised the company profile, balanced its brand name and experienced strong growth in both revenue and profits.

1

I.

Introduction
International Business Machines Corporation (IBM) is an American multinational

technology and consulting corporation, with headquarters in Armonk, New York, United States. UBM manufactures and markets computer hardware and software, and offers infrastructure, hosting and consulting services in areas ranging from mainframe computers to nanotechnology. IBM has 12 research laboratories worldwide and, as of 2012, has held the record for most patents generated by a company for 19 consecutive years. It is the largest technology and consulting employer in the world, with approximately 440,000 employees serving clients in 170 countries. The company operates its business through five segments: Global Technology Services, Global Business Services, Software, Systems & Technology and Global Financing. IBM offers a wide range of technology and consulting services; a broad portfolio of middleware for collaboration, predictive analytics, software development and systems management; and the world's most advanced servers and supercomputers. Utilizing its...
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