Advertising: some experts of spin offer advice to Microsoft on how to reach consumers' hearts and minds

Article Abstract:

In the antitrust case, the judge ruled Microsoft should be split in two. As the software giant appeals the case, advice for Microsoft from agency personnel included pitching itself as an underdog against the government and using rank and file employees in ads to 'humanize' its image. The company's agency of record, McCann-Erickson/A&L had no comment.

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Microsoft tries another court: public opinion; spends milions on ads and lobbying efforts

Article Abstract:

Microsoft Corp. is trying to win public support for its opposition to the antitrust case ruling, ordering it split in two. In the last year Microsoft spent $4.6 mil on lobbying. Its competitors in aggregate spent $11 mil. In the last 17 months, the company accelerated contributions to both political parties, donating $2.2 mil. This is compared to contributions of $1.8 mil in the previous 5 years. Microsoft backs the Association for Competitive Technology and Americans for Technology Leadership. It has sent funds to the Cato Institute, Americans for Tax Reform, and the National Taxpayers Union.

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Some I.B.M. software tools to be put in public domain; an open-source group is being formed

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I.B.M., in its first move to embrace the open-source software model, has plans to put $40 million of its software tools in the public domain. The new organization, called Eclipse, has plans to guide the standards for an open-source software community.

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