1.) IBM advertises itself as a company that provides service and business solutions. It used to be positioned as a computer hardware company, but as more companies like HP and Dell began to pop up they were forced to move away from this image. I recently had the pleasure of speaking with an IBM sales person, and he said that they very much rely on the value of their products, rather than competing on price. IBM positions themselves as having better, but slightly more costly, products than their competitors. IBM doesn’t want to be seen as just another computer company, but as a company that can help you run your business, and make life all around easier for you.
2.) Prior to 1993 IBM’s advertising was handled by a …show more content…
3.) The “E-Business” campaign was very successful in creating a new image of IBM. It was a very good campaign at the time when internet was beginning to become more of a daily tool. Today however people have become so accustomed to the internet that it is just part of our daily life. People expect business to be done almost seamlessly through the internet, so today this campaign would not be nearly as innovative or successful as it was at the time it was used. This campaign was very good for a very specific period of time, and IBM transitions beautifully into their next campaign.
4.) The “ON Demand” campaign showed a variety of different companies, such as National Geographic, hobbies, such as sailing, and locations, such as Broadway, and