Agency: Bartle Bogle Hegarty | Author: Charles Vallance |
How advertising helped Sony win a technological format war by ignoring the format
INTRODUCTION
The purpose of this paper is to demonstrate how advertising helped increase sales of Sony's camcorder range and how, in so doing, helped secure market leadership for the brand and success for Sony's 8mm format.
The paper outlines the crucial importance of the camcorder market between 1989 and 1991, how the advertising strategy was developed and how this contributed to the success and efficiency of three periods of advertising in the winters of 1989, 1990 and...