Question: Is there value to business-to-business marketers such as IBM in advertising through mass media that also reaches the general consumer market? Evaluate the media choices

Is there value to business-to-business marketers such as IBM in advertising through mass media that also reaches the general consumer market? Evaluate the media choices used by IBM such as advertising on golf tournaments, on Sunday morning news shows, in airports, and even on the Super Bowl. Since IBM divested its personal computer business, should they continue to advertise to consumers, for example on the Super Bowl?

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The target audience for IBMs advertising is clearly business executives as well as middle managers who might be involved in making decisions regarding the choice information technology and consulting ... View full answer

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