Has anyone else seen Qualcomm advertising?
For the past several months, here and there around Boston, Massachusetts -- particularly at North Station, an Amtrak/commuter rail/subway nexus -- Qualcomm has been advertising pretty heavily. ("You use us nnn times a day but you don't know our name," and suchlike signs everywhere and wrappers on the subway card-reader gates.) Has anyone else seen these or are they, for some reason I can't fathom, spending a chunk of money running institutional ads in one market?
I mean, standard business logic would indicate that if you don't sell to the public, you don't waste money advertising to the public. The exception is if you expect your name to show up negatively in the news, in which case, you proactively run institutional ads touting what a swell bunch.of fellows you are. You tend to see a lot of ads from companies like Lockheed and Raytheon shortly before the defense budget comes up before Congress, for example.
If Qualcomm is spending money on institutional ads, they MUST be expecting some sort of return on the investment, and goodwill -- from SOMEBODY -- would be the usual guess. But if the ads are showing up in one city only -- and in the time frame that the ads have been up in Boston, I've also been in Chicago, Nashville, and New York and don't recall seeing them in those cities -- then I don't see how they can get any significant boost from them.
So, yeah... If they are advertising, they must, I think, be hoping to counter any negative press from the court cases and reduced revenue numbers. But I should think that that would require running the ads pretty broadly in many large markets and, in my limited experience, I'm not seeing it. Has anyone else seen them, or can anyone come up with a strategy that makes sense, otherwise? 'Cause I got nothin'.