Making the ad messages more human

Article Abstract:

High-technology advertising seeks to humanize the technical nature of its products by focusing on product benefits rather than product features. The language and images used are more human, while visual elements, other than the product, dominate their messages. Advertisers now seek to differentiate their products and services from the almost identical standards and performance features they share with other high-technology products.

Advertising Management, High technology industry, Marketing management

---

'Calculated strategy' stands out in staid IT world

Article Abstract:

CrossWorlds Software CEO Katrina Garnett is using herself to establish a personality for the software firm she founded. The ad features Garnett wearing a black cocktail dress and an enigmatic smile. In the staid world of information technology advertising, this is rather unconventional. Although the ad received some criticisms, its effectiveness cannot be denied. Ever since it came out, CrossWorld's client base has expanded tenfold.

Prepackaged software, Software Publishers, Applications Software Pkgs (Micro), Computer software industry, Software industry, Practice, Applications software, Women executives, CrossWorlds Software Inc.

---

Similar abstracts:

• Abstracts: Reclaiming market share on the trade show floor. How HP Medical Products plots its show strategy. Lighter materials, open spaces show the way
• Abstracts: Tax, time and the triathlon. Here's looking at you. He turns water into fun
• Abstracts: Top info tech marketers exchange industry insights. Power marketing from the top; Nucor's Ken Iverson directs steelmaker's stunning success

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.