Leisure and entertainment: PCs, computing, high-tech

 

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment. Brother was a weak brand in the home consumer market, against much stronger competition, but spot ...

Digital technology is developing at a staggering rate, but there is a danger that it could collapse as the dotcom boom did if companies do not change their attitude to consumers. Consumer ability to u ...

A year after introducing its digital video recorder (DVR), which was able to record and store television programs on a hard drive, TiVo Inc. hired Goodby, Silverstein & Partners, an advertising ...

At least four factors converged to make April 1997 the time for Sony Corporation of America to introduce a new brand-advertising campaign. Sony knew that as electronic technology continued its rapid p ...

Microsoft Corporation, the world's largest software company, signaled a new direction for its massive branding campaign "Where Do You Want to Go Today?" in the fall of 1998, ...

Lycos, Inc. was founded in June 1995 and quickly grew into a vast Internet hub with services that included a search engine, comprehensive directories, personal home pages, E-mail, communities, and sho ...

For many years Logitech International S.A. was well known among personal computer manufacturers, which bundled the company's computer mice with their machines, but to the general public Logitec ...

International Business Machines (IBM) Corporation was undeniably a powerful and influential presence during the early days of the computer boom. In the 1970s and early 1980s IBM dominated the com ...

During the 1980s the popularity and performance of personal computers (PCs) experienced phenomenal growth. Chip maker Intel Corporation, based in Santa Clara, California, produced a major share of the ...

Intel Corporation, the world's largest manufacturer of computer chips, had used a consistent marketing strategy to make its brand universally recognizable. Since 1991 Intel had advertised ...

In early 1996 the Hewlett-Packard Company began to rethink its role in the electronics products industry. Undisputedly the market leader for printers and other electronic products, Hewlett-Packard (HP ...

Although it was widely known and respected in the business world for its solid engineering and reliable products, Hewlett-Packard, a huge company with 121,900 employees and revenues of $42.9 billion ...

In August 2000, in the midst of a collapse of the global personal-computer market, direct marketer Gateway, Inc., launched the "People Rule" branding campaign. Developed by New York adve ...

In 2002 Dell Inc. experienced its first-ever yearly decline in net revenue. In 2001 sales hit $31.9 billion, but the next year they fell to $31.2 billion. The drop in sales coincided with an overall d ...

Cisco Systems, Inc., the world's largest producer of Internet switches and routers, released advertising prior to 2004 that simply encouraged people to use the Internet more. As Internet use in ...

In the late 1990s technology analysts speculated that Apple Computer, Inc.'s fate hinged on its new personal computer the iMac. Apple's share of the worldwide desktop-computer market had ...

The decision of Apple Computer, Inc., to make its technology proprietary had constricted the computer manufacturer's product growth in the 1980s and allowed computer-hardware manufacturers such ...

By June 2002, after 18 months of new products that included the eMac, OS X operating system, G4 processor, iPod, and new flat-screen monitor, Apple Computer, Inc., still held only 5 percent of the U.S ...

In 2004-05, Brother launched its new multi-function inkjet machines. Lower prices, a weakening brand image, and the growth of mass market buying meant that Brother had to shift its communications stra ...

This paper shows researchers how to connect as powerfully as possible with the decision-making apparatus within client organisations. It argues that decisions are made by people, not organisations. Pe ...

Sony manufactures audio, visual, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony ...

Microsoft, whose software is widely held to power more than 90% of all the world's personal computers, has been a leader in the wave of personal computing innovation that has created new opportunity, ...

As with many mainstream high-tech sectors, computer printer manufacturers have been faced with a competitive paradox: unit demand for their wares has been growing swiftly, but competition and technica ...

In the digitized twenty-first century, U.S. households are expected to place a premium on connectivity. Home networking equipment as a result is finally emerging out of its "someday" mindset and into ...

Handheld and palmtop computers are the lightest and smallest computing devices for the mass market. Features common to these devices include color flat-panel display screens; built-in touchpads or oth ...

The packaged software industry designs, develops, and publishes computer software programs for retail and wholesale distribution. Though some are marketed for specialized or technical end uses--and so ...

The industry produces digital computers that may be in such configurations as mainframe computers, super computers, and personal computers. This diverse class of machines shares these common abilities ...

This paper covers establishments primarily engaged in the retail sale of computers, computer peripheral equipment, computer printers, and computer software. The paper provides a snapshot summary of th ...

This paper covers establishments primarily engaged in the wholesale distribution of computers, computer peripheral equipment, and computer software. The paper provides a snapshot summary of the indust ...

This paper details how online panels require input from many disciplines outside normal market research practice and, most interestingly, involves what, to many, is the antithesis of market research, ...