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  • June 1996
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Siemens Corporation (B): Corporate Advertising for 1996

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

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.
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About The Author

Stephen A. Greyser

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