A list of top technology advertisers was used to identify companies whose agencies would be targeted to complete the survey. People ranging from media directors to media buyers/planners at top ad agencies nationwide took part in the study.
The survey, consisting of about 50 key questions, was completed in August 1995 by the major ad agencies. The results represent 49% of the top 75 technology advertisers (for some advertisers, agencies of multiple divisions were surveyed).
Key findings from the research will be presented at the IntelliQuest Brand Tech Forum in San Jose, Calif., Oct. 16-17. The event is co-sponsored by The Wall Street Journal, with additional event sponsors including Advertising Age, BUSINESS MARKETING, CMP Publications Inc., Ziff-Davis Publishing Co. and International Data Group.
IntelliQuest is a leader in surveying technology buyers. Based in Austin, Texas, the firm conducts more than 150,000 interviews a year with technology buyers on topics such as branding, advertising effectiveness, customer satisfaction and new-technology adoption.
This special report was compiled by: Kim Cleland, Lauren Drinkard, Char Kosek, Edmund O. Lawler, Chuck Paustian, Kristina M. Schramm, Richard K. Skews and Andrew Wallenstein.
Cover design by Anthony F. Ficke; illustration by Javier Romero Design Group.