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Companies aim message at investors; HP campaign representative of new aggressiveness.(Brief Article)
B to B, January, 2002 by Clark, Philip B.; Maddox, Kate
Hewlett-Packard Co.'s ubiquitous ad campaign plugging its proposed acquisition of Compaq Computer Corp. underscores the rise of investor relations marketing, formerly a backwater technique, as a mainstream tactic.
In late November, the Palo Alto, Calif.-based tech giant launched the campaign, which is meant to sway institutional investors, in publications including The Wall Street Journal. It came four months after Computer Associates International used a high-profile investor relations ad campaign as part of its successful effort to fend off billionaire investor Sam Wyly's attempt to take over its board.
Meanwhile, dot-coms, struggling to stay afloat in the grimmest financing marketplace in a decade, are increasingly using investor relations...
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