Word: adding
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Dates: during 2000-2000
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...meantime, Microsoft shows no sign that it is relaxing its public relations onslaught. After Gates left Washington, he showed up on TV, the star of his own feel-good ad campaign. "Twenty-five years ago, my friends and I started with nothing but an idea--that we could harness the power of the PC to improve people's lives," Gates says earnestly. The closest he comes to referring to Microsoft's legal difficulties is his send-off: "The best is yet to come...
Behind's highly qualified claim of being first is iffy: UPN's new drama The Beat and NBC's recently expired Homicide have both run webisodes. But in a sense, Behind (at www.that70sshow.com is more in tune with the dot-commerce age, because it's more ad than drama. Aimed at young Web surfers, the smart, saucy sitcom's natural audience, it's really a child of the ingenious Internet marketing for The Blair Witch Project. It was promoted entirely online--in part through Microsoft's MSN website--and the 10-minute episode, with hard-hitting information about the characters...
OCCUPATION Advertising executive who creates Spanish-language ad campaigns...
...first client was Columbia Pictures, which was trying to figure out a way to market La Bamba, its 1987 movie about rock star Ritchie Valens, to the Latino audience. That same year she won a Clio Award--the first ever given to a Spanish-language ad--for a Mountain Bell commercial. Now, as head of her own agency based in Santa Monica, Calif., with clients as diverse as Wells Fargo Bank and the Carl's Jr. hamburger chain, Anita Santiago is the most prominent ad executive in a hot niche. Latinos spend $300 billion annually, an amount that will double...
Denied a fair hearing by other scientists (so they always insist), these outsiders promote their work as best they can--through press releases, lectures and, in one gutsy case, a full-page ad in the journal Physics Today. Maybe someday a latter-day Einstein will overrule the energy laws we know. Until then, perpetual motion will be an impossible dream that's impossible to resist...