'The Computer is Personal Again': A Global Integrated Marketing Communications Campaign
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To download 'The Computer is Personal Again': A Global Integrated Marketing Communications Campaign case study
(Case Code: MKTG193) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG193 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
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| Case Length |
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16 Pages |
| Period |
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2006-2007 |
| Pub Date |
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2008 |
| Teaching Note |
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Not Available |
| Organization |
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Large |
| Industry |
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Computers |
| Countries |
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Global |
Abstract:
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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.
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Issues:
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 case is meant for MBA/PGDBM students and is designed to be a part of their Marketing Management curriculum.
Contents:
Keywords:
Hewlett-Packard Company, Integrated Marketing Communications, Advertising Campaign, Computer, Personal Systems Group, Brand value,
Media, Localization
'The Computer is Personal Again': A Global Integrated Marketing Communications Campaign
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