The arrows pointed to various section headings on the index page. These sections related to e-business – eg corporate strategy, e-management etc. The second and third software brand ads were placed consecutively in the “e-management” section.

This creative media helped IBM hold the only ad impact index for likeability above category average. Chief Executive China said, “We received favourable comments of this execution from all sides of the market.” Its blend of editorial and advertising will have a long-lasting impact on the China media landscape.