Case | HBS Case Collection | December 1992 (Revised June 1996)

Siemens Corporation (A): Corporate Advertising for 1992

by Stephen A. Greyser and Norman Klein

Abstract

Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included, using the core theme "That was then--This is now." Target audiences are identified, and the program's media, budget, and methods of evaluating the campaign are also described. Acquaints students with the objective and detailed program specifics of corporate advertising campaigns. Examines how a non-U.S. based company seeks to build corporate awareness and identity in the U.S. despite very limited product exposure to consumers.

Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States;

Format: Print 10 pages EducatorsPurchase

Citation:

Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)

Related Work

  1. Case | HBS Case Collection | June 1996

    Siemens Corporation (B): Corporate Advertising for 1996

    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;

    Citation:

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

About the Author

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Stephen A. Greyser
Richard P. Chapman Professor of Business Administration, Emeritus

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