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Microsoft puts emphasis online; Company allocates 60% of marketing budget for Office 2007 to Internet.(Advertising)
B to B, May, 2007
Byline: KATE MADDOX
Microsoft Corp. last month unveiled an integrated advertising campaign for Office 2007, which it is billing as one of the most significant launches in the history of the product.
The campaign budget was undisclosed, but Microsoft said it is allocating 60% of the budget to online. In contrast, Microsoft allocated about 30% of the marketing budget to online for the last major Office campaign in 2005, called "New Era.'' The latest version of the product was Office 2003.
"This is the first version of the product in the last 10 years with significant improvements to the user experience,'' said Rachel Bondi, senior director of brand and ad strategy for Microsoft Office, pointing to new advanced features in Word, Excel,...
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