Advertising Promotion: International Business Machines Corporation (IBM)
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
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: Adcock, Dennis et al. Marketing Principles and Practice, 4th Edition, Pitman Publishing, 2001. Andrew McMains, “Big Blue Promises to Help Companies Be Unique,” Adweek, March 13, 2006, p Doug Garr (1999). IBM Redux: Lou Gerstner & The Business Turnaround of the Decade. 5. George E. Belch & Michael A. Belch, Advertising and Promotion, 6th Edition, The McGraw-Hill Companies, 2003. “IBM Transforms It’s Own Supply Chain Success Into Revenue Stream”, Manufacturing Business Technology, October 1, 2005, p.8 Jim, B., Essentials of Marketing, 3rd Edition, Financial Times Prentice Hall, 2005. 8. Jobber, D. Principles and Practice of Marketing. 3rd Edition, McGraw-Hill, 2001. 9. Kate Maddox, “Campaign touts the ‘other IBM’; Goal is to Raise Awareness of Company’s Strategic Business Consulting Expertise”, BtoB, May 2, 2005, p 10. Kate Maddox, “Creative; Here are some of the campaigns that truly stood out in the last five years for their design, innovative use of media and strong results,” BtoB, June 13, 2005, p. 11. Kotler, P., Armstrong, G., Saunders, J. and Wong, V., Principles of Marketing, Financial Times Prentice Hall, 2008. 12. Robert Slater (1999). Saving Big Blue: IBM 's Lou Gerstner. McGraw Hill. 13. Steve Hamm, “Beyond Blue”, BusinessWeek, April 18, 2005, p. 68-76.