Microsoft to launch $200 million ad campaign to explain Web strategy

REDMOND, Wash. - Microsoft Corp. on Monday will launch a $200 million advertising campaign that aims to explain its Internet strategy to the general public. <br> <br> Slick TV spots designed by Microsoft&#39;s sole U.S. ad partner, McCann-Erickson, will tell stories that illustrate how new software from Microsoft, much of it built using new development tools and running on high-end &#34;server&#34; software linked to the Internet, can help companies and their customers transact business more efficiently. <br> <br> McCann Erickson, a unit of Interpublic Group of Cos., said the ads are designed to raise awareness levels about the new strategy and prompt technology decision-makers to seek out more information about Microsoft products. <br> <br> The spots are part of Microsoft&#39;s &#34;.NET vision,&#34; defined as a set of software and services, operating over the Web, made possible by new, common computing standards. The Redmond, Wash.-based, software giant hopes the .NET ad campaign will boost its efforts to take on big-business software stalwarts such as International Business Machines and Sun Microsystems. <br> <br> The .NET campaign, dubbed &#34;One Degree of Separation,&#34; also will highlight leading-edge companies such as Dollar Thrifty Automotive Group Inc.&#39;s unit Dollar Rent A Car, The Nasdaq Stock Market, Pfizer Inc. and Trans World Entertainment Corp. FYE Brand, which have already begun to realize business benefits from .NET, Microsoft&#39;s strategy for delivering an XML Web services platform. <br> <br> The TV spots will be shown in 10 of the world&#39;s largest media markets, starting Monday. <br> <br> <br>

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