<snip> > the generic ads are not effective. like car ads, you need to take the > selling feature of each product and sell that. (like you don't see > generic magic car ads.) Have you noticed the Dodge 'Different' campaign of late? They don't show any vehicles, just Dodge. That kind of campaign IMHO must run for a limited time to get people to consider the Brand. Then follow that up with specific ads for the individual products. ie RAM, Durango, etc. Applying this to the tragic box campaign, IBM now is PAST DUE to go specific. I like the idea of the budget comparison, or some type of discussion about what servers are used in a business: CEO 1: "We have more than 30 NT servers running our business and we have made it to less than 5 downtimes per week with only 10 administration staff!" CEO 2: "Ours is one of those AS/400's, I've not payed much attention because it's always running and the guy in charge of it was on vacation the last two weeks." (adds you'll never see) - Larry -- Larry Bolhuis | What do You want to Reload today? Arbor Solutions, Inc | Don't throw your PC out the window, (616) 451-2500 | throw WINDOWS out of your PC. (616) 451-2571 -fax | Two rules to success in life: firstname.lastname@example.org | 1. Never tell people everything you know. +--- | This is the Midrange System Mailing List! | To submit a new message, send your mail to MIDRANGE-L@midrange.com. | To subscribe to this list send email to MIDRANGE-L-SUB@midrange.com. | To unsubscribe from this list send email to MIDRANGE-L-UNSUB@midrange.com. | Questions should be directed to the list owner/operator: email@example.com +---
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