Because of this, I think these new models that being developed are very much similar to IBM s campaign because it is a proven winner. Other corporations will be quick to try to copy IBM s success and get into this market, and I am sure they will be following closely the way IBM launched their campaign. IBM has also effectively acted on the aspects of the promotional mix. Personal selling is represented by the interactive nature of their web sites, and by allowing customers to buy some products directly from the web site. These small instances make the consumer feel they are being served individually.
Advertising is a main component of their campaign.
IBM spent over 50 million dollars last year on advertising, and there is every reason to believe this number will only grow higher in the future. The fact that we do recognize IBM s colors and music also shows the success of their ads. Sales promotions can be seen in their relationships with other companies. IBM can tell you to look for their logo on other sites because they have built up a large network of associate sites working together to improve business. This promotion makes it easier for consumers to find and use IBM s technology.