In this installment of Print Advertising Wars, we'll discuss IBM's response to Microsoft's .NET marketing blitz.

The psychology of the Print Advertising Wars is quite interesting. The current discussion isn't based on the merits or demerits of .NET or IBM's products. This is the "game within the game" -- trying to sway public opinion.

Microsoft's original .NET print advertising blitz has been both constant and aggresive. Their message in their .NET print advertisements was consistent with the marketing message being delivered by the rest of the company -- basically "Get on the train or get run over."

The people in their original advertisements are frequently in subservient positions. The point of view of the reader is higher than the people in the ads (I recently saw the Bicycle Shop Ad again and even in that ad the POV of the reader to the people in the ad is slightly downward). The people are not central to the ad -- frequently they're off to one side or the other. The literal, yet subliminal message is "To solve your IT problems, do not focus on the people involved. Focus on .NET" (We can do it!)

IBM has done a printed advertising blitz as big or bigger than the .NET advertising blitz. What are the themes behind the IBM print advertisements?

People are celebrating with their hands raised. Most are jumping. All are happy. They have accomplished something important. In the advertisement, the people are more in focus and usually in the center of the ad. More importantly, they are always "in front" of the remaining scenery. Sometimes they have lines on their faces (they're real!). The literal, set subliminal message being delivered is "To solve your IT problems, focus on your people. Use IBM hardware/software." (You can do it!)

The IBM advertising campaign is still in full force. However, Microsoft radically changed their .NET advertisements starting in October. At least in regards to the print advertising wars, IBM clearly "won".

In our next installment, we'll talk in detail about Microsoft's new .NET advertisements (You must have seen the Slacker Coder Ad and the Dana Ad) and the new subliminal messages being delivered to you.

Bill Anderson