Tech Firms Make Bet With Ad Blitz
Technology companies are launching big advertising campaigns as they wager on a pickup in business spending and jockey to have their products stand apart in an environment where new customers are hard to find and competition is intensifying.
Companies such as Google Inc. (GOOG) have recently embarked on major ad pushes. This month, Google rolled out globally an ad campaign to flag its Gmail service and Google Docs word processing and spreadsheets. It’s an unusual move for the Internet giant, which has done little traditional advertising.
On Thursday, Juniper Networks Inc. (JNPR), a maker of networking gear, is starting its first-ever global campaign to raise awareness of its brand. Its bigger rival Cisco Systems Inc. (CSCO) last week launched new radio, print and online campaigns promoting a line of products for small businesses and a new system for corporate computer rooms.