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.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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'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.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
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