Microsoft's ads, humor boost consumer opinion of IE

Computerworld - Microsoft's recent campaigns touting Internet Explorer 9 (IE9), including a tongue-in-cheek promotion it unveiled last week, have moved IE's quality perception needle for U.S. adults, according to a brand quality measurement company.

"When we see an inflection [in the quality scores], we look at other events that are happening," said Ted Marzilli, the global manager for BrandIndex, a brand awareness and consumer perception service of U.K.-based YouGov.

While BrandIndex does not gauge reaction to specific ad campaigns, Marzilli called Microsoft's marketing moves "a contributing factor."

IE's perception index is at its highest level since January 2011, said Marzilli.

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