Xerox Corporation: Keep The Conversation Going, Share The Knowledge campaign
Rebecca StanfelOVERVIEW
In October 1998 the Xerox Corporation launched a $10 million advertising campaign in an effort to change people's perception of the Xerox brand. Although long known simply as a photocopy-machine company, Xerox had been diversifying its offerings to include an array of digital products, such as high speed digital copiers (copiers connected to computer networks), laser and ink jet printers, and multifunction devices that combined faxing, scanning, and printing capabilities. In fact, the company had generated 36 percent of its $18.2 billion sales revenue in 1997 from...