High-tech marketers love 'love bug.'(antivirus software makers advertise heavily after 'love bug' computer virus infects e-mail systems)(Advertising)

Article Abstract:

The rapid proliferation of the 'love bug' computer virus on corporate and private e-mail systems sparked a quick advertising response from antivirus software makers as well as Internet-based mail and data storage services. Several companies contracted with advertising agencies for full-page newspaper ads touting the benefits of their software and online services, as well as the dangers -real and imagined - of not protecting computer e-mail systems.

Prepackaged software, Computer Software, Software Publishers, Advertising Activity, Software, Della Femina/Jeary and Partners, Symantec Corp., Network Associates Inc., SYMC, NETA

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Microsoft ads push big-business software

Article Abstract:

Microsoft is centralizing its advertising plans on a new campaign created by McCann Erickson which seeks to go after markets for server software that are currently dominated by IBM, Oracle and Sun Microsystems. This is the first time that Microsoft has attempted to market its business products through mainstream television and print advertising.

Microsoft Corp., McCann-Erickson Inc., MSFT

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MindSpring goes soft in $90 million blitz

Article Abstract:

Over Labor Day, MindSpring Enterprises will launch a TV ad and marketing campaign aimed at propelling it into the number two Internet-access provider spot after America Online. In contrast to the hard-edged, tough-talking approach of many other Internet advertisements, the new ads feature soft, gooey music and kindly, approachable characters. MindSpring enjoys fervent loyalty from its 1.2 million techologically literate customers, but has suffered from a lack of widespread exposure. The goal of the ads is to project an image of a company that cares about its customers and has a relationship with them. Fallon McElligott president Alison Burns says that the ads aim to dispel some of the anxiety and the mystique of complexity often associated with getting on the Internet.

Telegraph & other communications, Radio, TV, publisher representatives, TV Advertising, Media Representatives, Internet service providers, Television advertising, Criticism and interpretation, Marketing industry, Advertising campaigns, MindSpring Enterprises Inc., MSPG, Fallon McElligott New York City

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