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Strategies & Market Trends : MDA - Market Direction Analysis -- Ignore unavailable to you. Want to Upgrade?

To: Jurgen who wrote (18452)	6/24/1999 1:39:00 PM
From: The Phoenix	Respond to of 99985

The ads on CNBC are a precursor to Cisco's Consumer branding program. As companies like Sony and Samsung begin bringing Cisco Networks labeled product to the retail channel these ads will result in "salience". That is, when you walk into the store and see the Networks label, you'll remember "Oh!, yeah..these pups are made by the company that built the backbone of the internet"..."they must be great"... It's like the Intel Inside campaign. Most consumers...given the option will buy a computer with an Intel chip. Of course most know nothing about the chip, but still, it has become salient to them... Intel inside is a "good thing". As for CNBC, Cisco and LU both advertise on other stations as well. Building the brand name is what it's about right now as the technology/communications market is coming to rest on the consumer and the small business. When Cisco and LU only marketed to large enterprises and carriers advertising made no sense....well... it does now. Multiservice commuincations over broadband pipes will be coming...soon....and to have brand recognition is incredibily important. THis recognition will not happen overnight. THat's why these companies are getting the word out now. OG