TITLE

IBM touts intelligence systems in campaign

AUTHOR(S)
Elkin, Tobi
PUB. DATE
September 1999
SOURCE
Advertising Age;9/20/1999, Vol. 70 Issue 39, p66
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the move by IBM Corp. to add a business intelligence element on September 22, 1999 backed by a TV, print, online and direct marketing effort. The campaign by Ogilvy & Mather, New York, breaks with a four-page insert in The New York Times, The Wall Street Journal and other daily newspapers, targeting offline and online businesses of all sizes. The message of the campaign is that IBM can help companies use data mined from Web transactions to better tailor customer offerings. The campaign represents the first significant marketing effort of IBM to support its Global Business Intelligence Solutions Group, one of several entrepreneurial corporate solutions unit within the company.
ACCESSION #
2295150

 

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