Case | HBS Case Collection | June 1996

Siemens Corporation (B): Corporate Advertising for 1996

by Stephen A. Greyser and Norman Klein


Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's corporate identity. These include umbrella activities, such as a presence in Atlanta for the Summer Olympics, joint trade activities, work with colleagues in Munich to support major projects in China, and the introduction of a Web page.

Keywords: Advertising Campaigns; Learning; Balanced Scorecard; Operations; Outcome or Result; Advertising Industry;


Greyser, Stephen A., and Norman Klein. "Siemens Corporation (B): Corporate Advertising for 1996." Harvard Business School Case 596-106, June 1996.