Ibm Advertising

Ibm Advertising

The primary aim of IBM’s advertising to change its perception from just being only an old and blue mainframe computer manufacturer to a company that is dynamic, up-to-date, customer focused and provides software, hardware and consulting services (a 3-legged stool) to anyone (a one stop shop), as it also moved from just being a mainframe computer manufacturer to a software, hardware and consultancy service provider. IBM wanted to move from being a dominant player in the computer manufacturing market to a leader in providing software, hardware and business consultancy service. We feel that over the years IBM’s advertising objectives have revolved around the central theme of being a dynamic company which is a complete solution provider for everyone ranging from providing software, hardware and consultancy services to its customers. To explain this further we can look at the objectives of all the advertising objectives of the different advertising campaigns IBM has pursued.

Looking at the ‘Solutions for a Small Planet’ campaign, we can see that the goal was to communicate that IBM delivers solutions to anyone, anywhere and anytime, which goes back to its primary objective to be a complete solution provider for everyone. The ‘E-business’ campaign again focused on positioning IBM as the most comprehensive provider of end-to-end solutions for e-business. The goal of the ‘ON Demand’ campaign was to show that yet again IBM was at the forefront of helping companies/businesses which were fully integrated, wanted to meet the demands of the ever demanding consumer and aiming to provide better services and grab business opportunities available at a global scale. After the acquisition of Price Waterhouse Coopers, IBM had further increased its focus on business services consultancy, thus ‘The Other IBM’ and ‘Help Desk’ campaigns again focused on telling the customers about the capabilities of IBM, IBM not only provided technology consultancy but also business consultancy....

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