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Author by : Robert W. Bly
Languange Used : en
Release Date : 1983
Publisher by :

ISBN : NWU:35556016557399

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Author by : Madeleine Clare Elish
Languange Used : en
Release Date : 2010
Publisher by :

ISBN : OCLC:670223306

At the heart of this thesis is a desire to understand the evolving and situated relationship between humans and computers. Looking to a specific kind of computer at a specific moment in history, I analyze the ways in which advertising played a role in socially constructing an individual's relationship to the personal computer in the home. Based an analysis of over 500 advertisements in widely circulated magazines during 1984-1987, this thesis examines through emblematic examples how advertisements during this period positioned the personal computer as a domestic machine. In observing the means of socially constructing the personal computer in the mid -1980s, we come to understand the role and potential implications of advertising in socially constructing meaning, as well as gain a deep perspective on how the personal computer was constituted in the early years of its introduction into the home. Taken together, these advertisements present a portrait of a technology's evolution and begin to reveal how personal computers took on the meaning and place that they now occupy in contemporary life. Once embodiments of military and corporate de-humanizing control, computers are now accepted as evocative, social extensions of individual selves that represent individual freedom and power. With personal computers as our contemporary companions, at home, at work and in our laps, this thesis tells a history of how our relationship began....

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Author by : American Marketing Association. Workshop
Languange Used : en
Release Date : 1983
Publisher by :

ISBN : MINN:31951001091062O

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Author by : Michelle Sovinsky Goeree
Languange Used : en
Release Date : 2014
Publisher by :

ISBN : OCLC:1375122822

Traditional models of consumer choice assume consumers are aware of all products for sale. This assumption is questionable, especially when applied to markets characterized by a high degree of change, such as the personal computer (PC) industry. I present an empirical discrete-choice model of limited information on the part of consumers, where advertising influences the set of products from which consumers choose to purchase. Multi-product firms choose prices and advertising in each medium to maximize their profits. I apply the model to the US PC market, in which advertising expenditures are over $2 billion annually. The estimation technique incorporates macro and micro data from three sources. Estimated median industry markups are 19% over production costs. The high industry markups are explained in part by the fact that consumers know only some of the products for sale. Indeed estimates from traditional consumer choice models predict median markups of onefourth this magnitude. I find that product-specific demand curves are biased towards being too elastic under traditional models of consumer choice. The estimates suggest that PC firms use advertising media to target high-income households, that there are returns to scope in group advertising, and that word-of-mouth or experience plays a role in informing consumers. The top firms engage in higher than average advertising and earn higher than average markups....

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Author by : Howard A. Besser
Languange Used : en
Release Date : 1988
Publisher by :

ISBN : UCAL:$C72089

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Author by : Merlin Stone
Languange Used : en
Release Date : 1984-06-18
Publisher by : Springer

ISBN : 9781349074983

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Author by : Hamish E. Macarthur
Languange Used : en
Release Date : 2016-07-27
Publisher by : Springer

ISBN : 9781349134021

How to Market Computers and Information Technology covers all the basic principals of marketing from strategic planning through to management implementation. Covering all aspects of the marketing mix, this book provides practical guidance on all the steps required for planning, implementing and executing sales and marketing programmes. This is an invaluable reference source for all managers and professionals in the information technology industry. Videos Hamish Macarthur in conversation with the late Brian Redhead Differentiation in today's markets depends on clear marketing strategies implemented with a strong emphasis on service. This series of 4 videos covers the following key aspects of implementing sales and marketing strategy: * Selling and Account Management * Customer Service * Distribution Channels * Products and Product Mix The videos offer an authoritative insight into helping sales, marketing and planning professionals to address the key issues. For further information please write to: Just Results Multimedia, PO Box11, Woodstock, Oxford OX20 1SG...

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Author by : Ryan Mungia
Languange Used : en
Release Date : 2019
Publisher by :

ISBN : 099161982X

Before Alexa and the iPhone, there was the large and unwieldy mainframe computer. In the postwar 1950s, computers were mostly used for aerospace and accounting purposes. To the public at large, they were on a rung that existed somewhere between engineering and science fiction. Magazine ads and marketing brochures were designed to create a fantasy surrounding these machines for prospective clients: Higher profit margins! Creativity unleashed! Total automation! With the invention of the microchip in the 1970s came the PC and video games, which shifted the target of computer advertising from corporations to the individual. By the end of the millennium, the notion of selling tech burst wide open to include robots, cell phones, blogs, online dating services, and much, much more. Do You Compute? is a broad survey featuring the very best of computer advertising in the 20th century. From the Atomic Age to the Y2K bug, this volume presents a connoisseur's selection of graphic gems culled from museums, university archives, and private collections to illustrate the evolution of the computer from its early days as a hulking piece of machinery to its current state as a handheld device. Accompanied by two essays--one by cultural anthropologist Ryan Mungia and the other by graphic design historian Steven Heller--and including five different decade-long timelines that highlight some of the most influential moments in computer history, this fun yet meaningful volume is a unique look at the computer and how it has shaped our world....

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Author by : James R. Persse
Languange Used : en
Release Date : 1986
Publisher by :

ISBN : OCLC:13984285

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Author by : Susan Morris
Languange Used : en
Release Date : 1990-01
Publisher by : Wiley-Blackwell

ISBN : 0850127955

From the smallest marketing operation to those of large corporations PCs are in daily use, yet few marketing staff are actually exploiting their systems to the full, giving them access to all the information and facilities they need. In this book the author shows how PCs can be used quickly and simply to develop a sophisticated range of marketing tools. Customer databases, market research processes, direct mail systems, forecasting and marketing plans are just some of the facilities that can be developed with even the most basic hardware and software. The author explains how to develop these applications step-by-step, from the planning stage through to operation. The book is highly practical and based on years of experience of using PCs in marketing. Examples are used throughout to show each application in operation and how systems can be organized so they interrelate....