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1991-05-29
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FOR IMMEDIATE RELEASE Contact:
Jennifer Jester/Lucia Graziano
Banyan Public Communications
508-898-1000
Eddie Miller
IQ&J
617-954-1684
Joann Anderson
Copithorne & Bellows
617-252-0606
BANYAN SYSTEMS LAUNCHES NEW AD CAMPAIGN
Ads Target Buyers Confused by Market Hype
WESTBORO, Mass., May 21, 1991 -- Banyan Systems today announced the
first phase of a new and aggressive print-advertising campaign aimed at
corporate network buyers confused by competing product claims. The
advertising campaign, the next step in Banyan's delivery of high-impact
marketing programs, is designed to clarify the process used in
implementing corporate-wide networks. Appearing in the May 27 issues of
industry trade publications the first ad is a two-page spread headlined,
"Things They Don't Tell You At Novell Presentations -- or How to Choose
the Right Networking System."
"These ads will encourage network users and buyers to look beyond the
sales hype and packaging glitz to gain an understanding of what it is they're
buying," according to Banyan's Vice President of Marketing, James
D'Arezzo. "It's a simple message: We have a better networking solution -
- call us and we'll prove it."
- more -
BANYAN LAUNCHES AD CAMPAIGN/May 21, 1991/Page 2
The campaign is part of Banyan's continued emphasis on marketing that
recently has included strategic relationships with market leaders such as
Compaq and AT&T, significantly expanded developer and reseller support
programs, expansion of the marketing organization, formation of a
Developer Products Group, and a new and aggressive product roll-out
schedule.
"We expect that with so many organizations now reviewing their networking
needs, this campaign will raise some eyebrows and some questions," said
D'Arezzo.
This ad is the first created for Banyan by Boston-based Ingalls, Quinn &
Johnson. IQ&J is New England's second-largest advertising agency.
###