Global Advertising Which Acts Locally: The IBM Subtitles Campaign
本文回顾了IBM在1980年代末采用全球统一商业和营销策略后，如何开发并部署一套测量系统来评估其全球广告活动（字幕广告活动）在本地和区域市场的有效性。
For many decades, IBM has been an international marketer of products and services. More recently, the company became a global marketer, a goal it achieved by merging its business and marketing communications strategies into a unified worldwide business strategy and advertising and marketing campaign.In the late 1980s, IBM developed and put into place a measurement system designed to evaluate and improve its domestic marketing communications. With the adoption of a single worldwide business and marketing strategy, this system was deployed to assess not only the effectiveness of the company’s new global advertising campaign but also the robustness of the measurement system itself.This paper reviews the development of IBM’s worldwide business and advertising strategy and the concomitant advertising and marketing communications campaign, called the subtitles campaign. The role of the measurement system in assessing the effectiveness of the ad campaign in both local and regional markets is also discussed.