Multilingual Business Communication

October 23, 2008

Battle of the brands

Filed under: Lana Robignon, marketing communication — meertaligebedrijfscommunicatie @ 1:04 pm

When Windows Vista was introduced, Bill Gates shouted: “the wow starts now!”. Several months later, it seems the wow is reduced to a sigh of desperation. The American specialist journal PC World calls the new operating system the biggest technological disappointment of the year. Oil was poured on the fire when Microsoft announced to invest millions of dollars into the Vista marketing campaign. These advertisement efforts created quite a buzz, admittedly a rather negative buzz since the ads didn’t really say anything about the product itself, but a buzz nonetheless.

Apple, Microsoft’s major competitor, gratefully jumped on the opportunity to base their marketing campaign ‘get a Mac’ on Microsoft’s problems. The new spots, featuring “PC” and “Mac”, are overtly making fun with Microsoft’s high-profile ad campaign and their bug-and-glitch problems concerning Vista. These commercials are all about comparative advertising and make the point that Microsoft is spending too much money and effort in advertising Vista and not enough in fixing its bugs.

Is this an example of clever marketing by using popular elements like humour and relevant, recognisable issues or is it just mean-spirited and overtly negative competitive advertising?

Check out the ads and decide for yourselves.

(Lana Robignon)



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2 Comments »

  1. It’s always quite easy for a company to use the downsides of another company to promote its own products. The greatest challenge is to make one’s own marketing campaigns solely based on one’s own products. Those campaigns to my opinion deserve somewhat more respect than these rather parasite ads.

    Still, I have to admit I find the ad resembling “The Sims” pretty enjoyable. And of course, Microsoft was kind of asking for it this time. It can only be called a good thing that question marks are being placed upon their powerful dominance. It avoids a dangerous overall monopoly by Microsoft and keeps the sharp edge on competition. Go Apple!

    (Valérie Debrauwere)

    Comment by meertaligebedrijfscommunicatie — November 1, 2008 @ 10:16 am

  2. When Windows Vista was introduced, Bill Gates shouted: “the wow starts now!”. Several months later, it seems the wow is reduced to a sigh of desperation. The American specialist journal PC World calls the new operating system the biggest technological disappointment of the year. Oil was poured on the fire when Microsoft announced to invest millions of dollars into the Vista marketing campaign. These advertisement efforts created quite a buzz, admittedly a rather negative buzz since the ads didn’t really say anything about the product itself, but a buzz nonetheless.

    Apple, Microsoft’s major competitor, gratefully jumped on the opportunity to base their marketing campaign ‘get a Mac’ on Microsoft’s problems. The new spots, featuring “PC” and “Mac”, are overtly making fun with [of] Microsoft’s high-profile ad campaign and their bug-and-glitch problems concerning Vista. These commercials are all about comparative advertising and make the point that Microsoft is spending too much money and effort in [on] advertising Vista and not enough in [on] fixing its bugs.

    Is this an example of clever marketing by using popular elements like humour and relevant, recognisable issues or is it just mean-spirited and overtly negative competitive advertising?

    Your topic is not really newsworthy. These ads have been around for quite some time now. I also feel that your personal opinion is not present enough. Asking a question is an easy way of adding criticism and can definitely be used, but it should not be the only personal element in your post.

    Marilyn Michels

    Comment by meertaligebedrijfscommunicatie — November 16, 2008 @ 6:59 pm


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