Computer Associates Thinks Small

Though Computer Associates International Inc. has access to some of the most innovative and cutting-edge technology available today, the software developer has decided to market its latest technology through a rather traditional medium,the small screen.

The company last week unveiled a new television advertising campaign featuring its latest neural network technology, Unicenter TNG Neugents.

The new commercial, developed by New York advertising agency Schell Mullaney, uses the slogan, "Neugents...Software That Can Think."

Why would a high-tech vendor target the general audience market of a TV spot? CA executives say the answer is simple: name recognition beyond traditional IT staffers.

"The IT personnel may well know who Computer Associates International is, but it's the new businessperson or CFO who may not," says Marc Sokol, senior vice president and general manager of global marketing. "It's a way to define ourselves to a wider market."

The ads, which will run through March 2000, are expected to reach 1 billion viewers and will air during news, business and technology shows.