A value perception study by BrandIndex indicates the Laptop Hunter ads from Microsoft may be very effective. The research firm started their study in March when the first Laptop Hunter ads aired, and found that Microsoft scores steadily rose while customer's value perception of Apple rapidly declined. It seems the bad state of the economy, the new ads from Microsoft and the positive Windows 7 reception is making customers think twice before buying a Mac.
The study began in March, when the first Laptop Hunter ads aired, and it interviewed 5,000 customers. Microsoft's scores steadily rose over this time period. In February Apple scored a very high mark of 70, but by May 12, when the study ended, the fruit-branded company had plunged to a lowly score of 12 points (0 represents a neutral opinion).
Meanwhile, Microsoft went from close to zero to a mark of 46 points. Ted Marzilli, global managing director for BrandIndex, says that the Microsoft ads helped to lure away the “hip” 18-to-35 crowd who typically favor Apple products. He says the poor state of the economy combined with Microsoft’s effective attacks on Apple's pricing have produced strong changes in this group's preferences.