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is supposed to be young." Car ads

Computerworld mdash; For the past two-plus years, Microsoft Corp. has stood by while Apple Inc.'s "I'm a Mac, I'm a PC" TV commercials treated Windows Vista like a punching bag. But starting next week, Microsoft will fighting back with its own ad, starring funny-man Jerry Seinfeld. And not a moment too soon. "Microsoft let Apple have the podium and dominate the communication space," said David Graves, an analyst with Forrester Research Inc. "It's not how you would do things in politics, where it's tit for tat. So it was time for Microsoft to strike back." The reported 300-million "Windows, not Walls" campaign will kick off next Thursday, September 4, with the airing of the first Seinfeld commercial, the Wall Street Journal reported last week. No coincidence, the NFL season kicks off that night on NBC. Little else is known, but it has been reported that French director Michel Gondry, the man behind Eternal Sunshine of the Spotless Mind, may have directed the commercial. That didn't keep the blogosphere from weighing in. And the reaction wasn't positive, reported Brandweek. "Microsoft doesn't like being 'cast as a stodgy oldster' by Apple's advertising and has turned to Jerry Seinfeld. Oh, so they want to be cast as late-middle-age almost stodgy oldster," one blog quoted by Brandweek said. Advertising industry experts say that whether choosing Seinfeld, 54, is on- or off-target depends on Microsoft's ambitions. "Who is Microsoft really trying to target? If it is the thirty- and fortysomething business community, I think he's a great choice," said Marc Ippolito, president of Burns Entertainment and Sports Marketing. But if the goal "is to woo the college-age and younger crowd to convince them not to switch to a Mac or to switch back," said Ippolito, 38, isn't so sure. "If you're 20 years old now and the show ended [in 1998] when you were 10, that's going to seem a long time ago." Though the sitcom is widely seen in reruns, Ippolito says the "college kids in our office talk about Gossip Girl or The Office, not Seinfeld." Steve Hall, publisher of, is more blunt. "If you want to make Vista a cool operating system, give it some cool. I don't think Jerry Seinfeld does anything that's cool." Hall, 46, says it's more than just Seinfeld's recent lack of hits. "Advertising is cool. And cool, by default, is supposed to be young." Car ads, which tend to feature actors and extras decades younger than the target demographic, follow that maxim.Page 2

            "There is one general rule that people in the auto industry swear by: You can sell a young person's car to an old man, but you can't sell an old man's car to anyone," one industry expert told The New York Times.  Choosing Seinfeld would violate that rule. The long-time bachelor and, at least according to his semi-autobiographical sitcom, "man-child", is not only a father of 3 but borse chanel prezzi, as noted earlier, is 54 years old -- only a few years younger than the late Lorne Greene was when the Bonanza star began pitching Alpo Dog food in the 1970s.  The shortlist: No soup for you  Microsoft rejected younger comedians Will Farrell, 41, and Chris Rock, 43, because it did not want its campaign to be seen as pandering to the youth market or be seen as too hip, a Wall Street Journal report said.  Noting Rock's reputation for profanity-laced standup routines burberry sito, Ippolito agrees that he may have been too edgy for Microsoft. But Farrell would've not only had broad appeal but through his many successful movie comedies, "clearly is very relevant to the twentysomething audience."  But others, such as Graves, think that Seinfeld "may be above" such an ageist rule.  "He's ageless scarpe timberland," says marketing guru Sergio Zyman, who argues that choosing Seinfeld is consistent with what Microsoft, as the still-overwhelming market leader, really needs to do.  "I think the strategy has to be to reassure all of the consumers still using Windows that 'Hey, you're OK, you're still cool,'" said Zyman, who was chief marketing officer at Coca-Cola in the 1980s . "If you actually came up with a commercial that was kind of the reverse of the 'I'm a Mac' ones, with a cool guy portraying Windows, that'd be too much on the edge, and you're not going to get away with that."  Zyman, whose consulting firm has helped Microsoft on past launches such as Excel and the Xbox, says that Apple, as the underdog, can afford to do aggressive, "insurgent" ads. Microsoft, which still must cater to senior executives and mainstream buyers, is limited to doing "incumbent advertising."  Not that he believes that the "I'm a Mac, I'm a PC" commercials have led to a lot of actual PC-to-Mac conversions. "It's still more noise than numbers borse hermes catalogo," Zyman said.  AdRants' Hall expresses a similar sentiment, though less kindly.  "Maybe Microsoft is throwing its arms up and acknowledging that the people who are going to buy and use Vista are not on the cutting-edge of anything, and that Apple users will be younger, cooler, hipper, the early adopters and the 'good' geeks," Hall said.

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Szymon Weglarski and Jon Dorfman

CIO mdash; Tracking and analyzing customer interactions, and then using that data to invent more opportunities for customers to interact with youmdash;and provide still more datamdash;is the name of the customer service game. Tim Stanley burberry bambino, CIO and senior vice president of innovation and gaming at Harrah's, says he has to understand what customers do when they visit a Harrah's casino or hotel or entertainment complex so that he and his colleagues can devise new ways to entice them back. Harrah's often combines its proprietary data with information from other marketing sources. For example, Bermuda and Macau are hot vacation destinations now and Harrah's is building hotels and other facilities in both spots, he says. Stanley spoke at the Society for Information Management annual conference in Memphis in October. The company is also working on what Stanley dubs "interactive CRM," for customer relationship management in real time. For example, slot machines at some Harrah's properties now have menus of activities on a touch screen that let Total Rewards players electronically order drinks, play music and watch TV while they gamble. And of course Harrah's is banking those activities and correlating them with specific customers timberland shop, to tailor future marketing efforts. Gambling and entertainment, Stanley notes, aren't products like food and clothingmdash;necessary expenditures for consumers. "You have no reason to see us," he says. "It's purely discretionary."
Computerworld mdash; Entrepreneurs, including wags with a serious streak of funny, have taken advantage of Apple's (AAPL) problem with the iPhone 4's antenna to make a few dollars and market their wares. Consumer Reports on iPhone 4's Bad Reception: Duct Tape to the RescueDavid Letterman Piles on Apples iPhone 4 ProblemsThe IPhone 4 Antenna Flap: An FAQ Even though Apple CEO Steve Jobs promised every iPhone owner a free case -- either an Apple-sold Bumper or a third-party substitute -- on July 16, that hasn't stopped companies and individuals from touting alternatives. Irvine, Calif.-based Fusion of Ideas, for example, announced last week that it would give away a five-piece package of its StealthArmor film that users could apply to the edges of their iPhone 4s. According to iPhone 4 owners and Consumer Reports magazine, holding the iPhone 4 in certain ways, especially by touching a gap in the phone's stainless steel bezel, causes the smartphone to drop calls and lose signal strength. During a hastily-called press conference, Jobs acknowledged the issue, but claimed that all cell phones were similarly affected. Jobs, as well as Consumer Reports, said that a case such as Apple's Bumper, which wraps around the phone's edges and thus hides the bezel and its sensitive gap, would solve the reception problems . Fusion of Ideas claimed that its StealthArmor film would "provide a buffer between the user's hand and the device's built-in antennae." Consumers must pay a 1.50 shipping charge for what the company said was normally a 10 purchase. At the same time hermes borse catalogo, Fusion of Ideas promoted a more comprehensive kit of protective film that includes sheets for the front and back of the iPhone 4 for 35, 10 off the usual price. Other attempts to profit from Apple's public relations fiasco were more tongue-in-cheek. A pair of Brooklyn designers, Szymon Weglarski and Jon Dorfman, have produced "Antenn-aid," tiny vinyl stickers resembling Band-Aids that users can apply over the bezel gap on the iPhone's lower left side. A six-pack of the stickers sells for 4.99 plus shipping on the Etsy handmade marketplace . Weglarski and Dorfman made no special claims that the bogus bandages actually resolve the iPhone 4 antenna problem. "Antenn-aid is for entertainment purposes only. Results may vary," their site stated . Etsy also sported another for-fun-only solution, a sticker that simply read "End Call." Like Antenn-aid, the red "End Call" sticker is to be applied over the bezel gap on the left side of the iPhone 4. "Even if you don't have any issues this is a great little conversation starter sure to get a laugh," the Etsy copy read.Page 2

           A package of four stickers runs 4 plus shipping. Web designer Aaron Draczynski came up with the idea June 17, a day after Jobs' press conference chanel occhiali, and posted an image of his concept on Twitpic that quickly went viral, appearing in stories on scores of sites, including Gizmodo and Silicon Valley Insider. Although someone else used his idea to produce the "End Call" novelty, Draczynski promised he would "1-up them" in a Twitter message last Thursday. Gregg Keizer covers Microsoft (MSFT), security issues, Apple, Web browsers and general technology breaking news for Computerworld. Follow Gregg on Twitter at  gkeizer , or subscribe to Gregg's RSS feed  . His e-mail address is . Read more about mobile and wireless in Computerworld's Mobile and Wireless Topic Center.

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