Describes the approach of the German multinational company, corporation Siemens, for identification in the United States. Specific goals for the 1991-92 corporate advertising campaign described. Examples of print and television news is on, using the main theme of "That was then - this is now." The target audience is defined, and the media program, budget and campaign evaluation methods are also described. Introduces students to the objectives and the detailed program of specific corporate advertising campaigns. Explores how non-US company is committed to creating awareness and corporate identity in the U.S., despite the very limited impact of consumer product. "Hide
by Stephen A. Greyser, Norman Klein Source: Harvard Business School 10 pages. Publication Date: December 28, 1992. Prod. #: 593022-PDF-ENG
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