Rockwell Uses Print Ads To Enter Commercial Orbit

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LOS ANGELES – In an effort to attract commercial businesses and reestablish its image, Rockwell International Corp. launched a $2-million print campaign which began running in February magazines. The ads herald Rockwell’s diversification out of the aerospace industry, which has increasingly taken a smaller portion of its efforts. In the mid-’80s sales from Department of Defense contracts were approximately 50% of Rockwell’s business, now they represent 27%, according to Rockwell.
‘We knew our growth, especially from global markets, would come from the commercial arena,’ said Mary Lou Kromer, director of advertising and community relations for Rockwell, of the company’s rebuilding efforts begun in the mid-’80s when the aerospace industry softened.
Rockwell diversified into businesses including Goss printing presses and Rockwell modems.



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