• Subject: Re: IBM Spin Doctors on AS/400 Marketing
  • From: Peter Coffin <phcoffin@xxxxxxxxxx>
  • Date: Thu, 13 Nov 1997 10:47:29 -0500

Dean writes:

> I like the idea presented wherein IBM offered cash discounts to
> solution providers to run ads in their specific niches.

Co-op ads aren't something I recall IBM ever doing, and it's the sort of
thing that happens in other parts of the high-tech industry all the time:
Compaq runs a television spot, and includes the "Intel Inside" logo and
music riff, and Intel picks up a portion of the cost of the ad. Your local
corner cellphone storefront announces its grand opening with a giveaway of
a specfic Motorola phone with a mentioned list of features, and Motorola
pays for (often) 20% of the ad. It's a very cheap way to get a lot of
product name exposure.

Peter H. Coffin
phcoffin@us.ibm.com
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