Abstract

The case discusses Hewlett-Packard Company’s (HP’s) innovative advertisement campaign, ‘The Computer is Personal Again.’ It describes the reasons why HP decided to go in for a global advertising campaign of this nature, and details the components of the campaign. Some of the criticisms against the campaign and the impact of the campaign are also touched upon briefly.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The teaching objectives of this case are to: Appreciate the importance of branding and advertising in the PC market Learn about the components of a marketing communications campaign Assess the impact of an integrated marketing communications campaign This

Keywords

Hewlett-Packard Company, Integrated Marketing Communications, Advertising Campaign, Computer, Personal Systems Group, Brand value, Media, Localization