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?
This question was answered on: Jul 11, 2017
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