Advertising Promotion: International Business Machines Corporation (IBM)

Table of Contents
Executive Summary ...................................................................................................................... 1
I.

Introduction............................................................................................................................ 2

II. Contents .................................................................................................................................. 3
1. The role of advertising for IBM in general and in Vietnam .................................................. 3
a.

Role of advertising ............................................................................................................ 3

b. Advertising campaigns of IBM in globe and in Vietnam ................................................. 5
2. Branding strategy of IBM .................................................................................................... 10
a.

Overview of branding..................................................................................................... 10

b.

IBM brand management in globe and in Vietnam ......................................................... 12

3. The creative aspects of advertising of IBM ......................................................................... 17
4. Ways of working with advertising agencies ........................................................................ 22
a.

Advertising agency......................................................................................................... 22

b.

Ways of working with advertising agency of IBM ........................................................ 24

III. Conclusion ............................................................................................................................ 26
Appendix ...................................................................................................................................... 27

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