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Microsoft’s MSN division has launched a direct response effort aimed at luring older Americans to the Internet.
The $5 million holiday campaign from Euro RSCG Tyee MCM in Portland, Ore., stresses the ease of use and affordability of MSN TV, the company’s TV-based Web service.
Three TV spots, cut into one- and two-minute executions, are tagged, “Easy to use. Affordable to own.” That line has been used in brochures and other materials since June, when MSN TV announced its first branded Internet receiver, said Sam Klepper, senior director of marketing for the Mountain View, Calif.-based
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