MICROSOFT'S WIN 98 PITCH TOUTS PRODUCT ADVANTAGES: PRINT, WEB ADS LAUNCHING NEW OPERATING SYSTEM ESCHEW EMOTION, FOCUS ON BENEFITS.(Microsoft Inc. Windows 98 software marketing strategies)

Advertising Age, June, 1998 by Johnson, Bradley

When Microsoft Corp. launches Windows 98 advertising on June 25, it will take pains to explain the benefits, betting that a product pitch will work better than an emotional sell to push an operating system it acknowledges is more evolutionary than revolutionary.

Microsoft will support Windows 98 with a three-month, multimillion-dollar magazine and Web campaign. The budget wasn't disclosed, but it will be a fraction of the estimated $100 million spent in the U.S. on Windows 95.

"We don't make any claims that it is delivering the revolutionary changes that Windows 95 did," said Product Manager Kim Akers.

JUST IN CONSUMER MAGAZINES

The print buy will consist solely of consumer magazines, such as Bon Appetit, The New Yorker and Time, and...

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