Tech BOOM!

Johnson, Bradley
March 1999
Advertising Age;3/15/1999, Vol. 70 Issue 11, p1
Trade Publication
This article offers observation on the increase in advertising spending on technology in the U.S. in 1991. Never before have so many technology hardware and services marketers done brand promotion on such a scale. The reasons are multifold: manufacturing of the personal computer industry; emergence of new technologies; convergence; a strong economy; a desire to sell a brand story to Wall Street; and a need to keep up with rivals are all strong motivators. The spending increase by top marketers alone is equal to 10% of the estimated $5 billion spent by technology companies on advertising and marketing communications in 1990. INSET: 'Focus': Revamped HP may need just 1 agency.


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