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To: J. Conley who wrote (10070)	8/17/1998 8:36:00 PM
From: signist	Read Replies (1) \| Respond to of 42804

Cisco Inside? Cisco everywhere? Cisco launches ad campaign to boost image Reuters Story - August 17, 1998 20:26 By Duncan Martell PALO ALTO, Calif., Aug 17 (Reuters) - Cisco Systems Inc. , the top maker of equipment that links computers, will spend as much as $60 million over the next year on a television, print and online campaign to boost its image. The San Jose, Calif.-based company said on Monday that U.S. television networks will start airing its first-ever TV commercials on Aug. 24. The ads will carry the tagline "Empowering the Internet Generation." The company also will place ads online and in print publications. The ads are, "about the network and the Internet services and software that allow you to connect to this network," Keith Fox, Cisco vice president of corporate marketing, said in an interview. Cisco, whose products help manage 80 percent of the Internet's traffic, is taking a page from Intel Corp.'s playbook. The world's largest chipmaker, through its "Intel Inside" campaign, has propelled its brand to one of the most recognized in the world, ranking with Walt Disney Co. and McDonald's Corp. The ad campaign comes as the transmission of data, voice and video are increasingly being carried on one network, rather than on separate ones. Although the trend had been expected for some time, it is now coming to pass, Fox said. Sony Corp., for example, will soon start selling cable- television modems that carry "Cisco networks" stickers on the outside, similar to Intel's efforts, in which PC makers such as Dell Computer Corp. , Hewlett-Packard Co. and others place stickers on PCs that bear the "Intel Inside" logo. "The technologies and the partners are in place to start to deliver these services," Fox said, adding that most U.S. homes will get access to the Internet through the PC, the television and the telephone. Cable modems, using service providers such as AtHome Corp., are as much as 100 times faster than conventional modems that transmit data over analog telephone lines. While Intel's popular campaign focuses solely on the Intel brand name, Fox said Cisco's campaign will target the consumer market with the phrase "Cisco networks" and the rapidly expanding Internet service provider market with the phrase "Cisco powered network." Fox said Cisco will spend $20 million to $30 million on TV advertising and $40 million to $60 million on the entire campaign. San Francisco-based marketing firm Goldberg Moser O'Neill created the ads. ((Palo Alto, Calif. bureau (650) 846-5401 ))