BASF Corporate Advertising for 1992 Stephen A Greyser Norman Klein
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In the late 1980s BASF, a German chemical company, changed their strategy and decided to enter the US market. They created a series of ads (1992-1997) for their new products in various media like tv, billboards, magazines, and newspapers. this content The overall style of these ads was minimalist, clean, and consistent with BASF’s corporate image. The focus was always on a specific product line (e.g., BASF PETROLEUM POL
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“This ad was for BASF’s “Corporate Communications” program. They hired me to write a 20,000 word report (to be distributed as part of a large-scale sales promotion) with one simple objective: to persuade BASF customers to give the company an honest, professional, and positive business reputation. To get your attention, I did a 30-second TV commercial (for the entire ad campaign) in January 1992, just after I had been awarded the 1991
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“The Porters’ model analysis of BASF’s advertising for the year 1992. The company was known in the industry as one of the most aggressive advertisers during that period. Their advertising campaigns were designed to promote the quality of BASF products, and to reach their customers at the right time with the right information. To test the model, I collected data from a few of BASF’s advertising campaigns for the year 1992. I analyzed the campaigns with the help of the
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BASF’s Corporate Advertising for 1992 was a major success, thanks to Stephen Greyser’s leadership and Norman Klein’s creative skills. their website As a member of the Advertising Department in Corporate Communications at BASF, I was responsible for writing and placing corporate advertising in trade publications and other business media. These were often highly professional materials that were intended to showcase the corporate image, which we all hoped would attract more potential customers to our products. For the past three years, Stephen Greyser had worked closely
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BASF Corporate Advertising for 1992 Stephen A Greyser Norman Klein (April 1993, p. 18) Above all else, BASF’s success lies in the quality of its advertising — a quality that is both artistic and sophisticated and that has earned it a unique position in the competitive industry. The 1992 advertising campaign by BASF was a major breakthrough in advertising strategies. Through its use of innovative and unconventional
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