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  • December 1992 (Revised June 1996)
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Siemens Corporation (A): Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein
  • Format:Print
  • | Pages:10
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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

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.)
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About The Author

Stephen A. Greyser

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Related Work

    • June 1996
    • Faculty Research

    Siemens Corporation (B): Corporate Advertising for 1996

    By: Stephen A. Greyser and Norman Klein
Related Work
  • Siemens Corporation (B): Corporate Advertising for 1996 By: Stephen A. Greyser and Norman Klein
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