Publications
Publications
- June 1996
- HBS Case Collection
Siemens Corporation (B): Corporate Advertising for 1996
By: Stephen A. Greyser and Norman Klein
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.