HTC's CMO says new campaign reflects budget realities

04/11/2014 | CNET

Larger competitors with deeper pockets, a recent poor earnings report and questions about advertising strategy aren't worrying HTC Chief Marketing Officer Benjamin Ho. He remains optimistic about the mobile manufacturer's future, and says HTC's latest campaign is about building awareness of the brand's positive Internet buzz. "If we don't have the kind of marketing powers that our competition have, how do you get the news out to your consumers? We asked ourselves where the biggest pool of good write-ups are, and that's the Internet," Ho says.

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