Papers on ""IBM?s Strategy Keeps it in and on Demand"" and similar term paper topics

Paper #063597 :: "IBM?s Strategy Keeps it in and on Demand"
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A review of this 2004 article by K. Maddox.

Written in 2005; 711 words; 1 source; APA; $ 25.95

Paper Summary:

This paper is a review of the article entitled, "IBM's Strategy Keeps it in and on Demand (K. Maddox, 2004). It discusses how computer giant, IBM has utilized a IMC campaign successfully to rebuild its failing brand image, raising it to one of the top ranked brands in the world.

Paper Outline:
Abstract
Article Overview
Primary Issues Discussed
Evaluation of Effectiveness of the IMC Campaign

From the Paper:

"Maddox (2004) notes in her article that IBM's campaign was centered on using traditional media in new and radical ways. For this IMC campaign, IBM used online video to get their brand message out to IT and business decision makers. Their partnerships with ESPN.com, CNN.com and other Internet sites released interactive video interviews with key IBM executives, along with a variety of other content, to connect with IBM's target audience."

Tags: marketing communications advertising

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