Marketing management case study Intel
Questions for Consideration
1. What was the issue with Intel’s old branding? Was this just change for change’s sake? Why might
it be important for Intel’s future business success to promote a new brand image?
2. Intel uses both its new internal creative team and outside advertising agencies. What are the pros
and cons of using an internally staffed creative advertising team? What activities that an ad
agency performs might be more efficiently handled by an outside group?
3. Intel shows its storytelling ads on both TV and via the Internet. Is TV still a viable media choice for tech companies like Intel, or should it migrate all these ads to the Internet? If it uses both types of media, how can it use a coordinated communications approach to optimize its advertising spend?
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