Professional Documents
Culture Documents
Girish Taneja
Learning Outcome
To understand the role of IMC in Branding
Recap
Role of IMC in Branding
IBM
Campaign What is the primary objective of IBMs advertising? How have the objectives of its advertising changed over the years?
IBM
Evaluate each of the campaigns described in the case and the accompanying ads shown in the Power Point file. Are the intended branding messages being communicated clearly and do the ads speak equally well to users, as well as non-users, of IBM products and services?
IBM
IBM was able to broaden the way they were perceived, from being an e-business expert to being an expert in supply chain management processes and making businesses more responsive to customers needs and emerging opportunities.
IBM
Evaluate the decision by IBM to consolidate all of its worldwide advertising with the Ogilvy & Mather agency. What are the pros and cons of using one agency to handle all of its advertising?
Analytical Questions
Choose a company and discuss how it communicates with its customers in different market segments. Marketing strategies are placing more and more effort on target marketing. What is target marketing? Give examples of companies currently employing this strategy
Hometask
Case on Gateway - Searching for Right Advertising agency, Belch & Belch