Business Services Industry
Motorola dials down marketing strategy; Narrows focus of `Digital DNA' ad campaign.(Brief Article)
Crain's Chicago Business, February, 2002 by Callahan, Sean
As Motorola Inc. retrenches in the face of woes in both its major business lines, efforts to turn the Schaumburg-based telecommunications equipment and semiconductor maker into a marketing machine are suffering. Motorola's semiconductor products sector (SPS) has scaled back its ``Digital DNA'' marketing campaign.
And the company's global telecom solutions segment (GTSS) has shelved some ads for its ``Aspira'' program. SPS has narrowed the Digital DNA campaign to more traditional trade publications read by engineers. ``We are focusing in again on a design engineering audience. And within that audience, we are focusing on key areas of leadership for us, which are communications, wireless and the networking area,'' explained Maria Carballosa, SPS director of...
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