AOL, MSN unleash $580 mil slugfest; Rivals face off in massive Internet-service blitz.(News)(America Online Inc., Microsoft Corp. will engage in marketing battle over Internet services, software )

Advertising Age, October, 2002 by Elkin, Tobi

Byline: TOBI ELKIN

AOL Time Warner's America Online and Microsoft Corp.'s MSN square off this week in an estimated $580 million marketing battle for consumers' attention as they trumpet the latest versions of their Internet services.

The media blitz for AOL 8.0 and MSN 8-a mix of TV, print, outdoor, online, e-mail, retail promotion and guerilla marketing antics-is expected to be so vast that most people will find it hard to ignore.

AOL will spend an estimated $30 million in media to launch 8.0, plus $100 million for other marketing activities. MSN will spend $300 million through June 2003 doubling last year's outlay, but exec utives declined to specify how much of that is dedicated to media.

AOL's campaign for 8.0, its most extensive...

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