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January 29, 2007

Vista launch: Ad Age reports goal of 6.6 billion impressions

Posted by Benjamin J. Romano at 8:04 AM

NEW YORK -- There's an impulse here to report every last detail of Microsoft's marketing efforts around Vista and Office 2007, which go on sale tomorrow and are being touted to the moon today.

This story from Advertising Age looks at the marketing strategy and notes a few interesting statistics: Microsoft is aiming to get 6.6 billion Vista impressions over the first few months of the campaign. The campaign is estimated to cost $500 million. That detail is not attributed to anyone in particular and Microsoft isn't saying how much it plans to spend on launching Vista and Office. In 2001, Microsoft reportedly spent about $200 million on a four-month marketing campaign for Windows XP, Vista's predecessor.

Television spots airing with the Vista campaign are borrowing from cultural milestones such as Woodstock, a rocket launch in the '60s, and the fall of the Berlin Wall -- all pitched as wow moments.

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