DailyTech reports Microsoft's new search engine will not be named Kumo, for some reason Microsoft renamed the service to Bing. The launch of the new search engine will be kicked off with a big advertising campaign, the rumor is that Microsoft is going to spend up to $100 million to promote Bing.
Reports indicate that Microsoft will rename Kumo to a finalized brand name Bing. In order to promote Bing, Microsoft reportedly is planning an $80M to $100M USD online, TV, print, and radio advertising push, according to AdAge. As AdAge points out, that total would be more than Google's entire 2008 advertising budget of $25M USD.
Inspired by the success of its "Laptop Hunter" commercials against competitor Apple, Microsoft is hoping that a similar push might convince users to forsake Google and take up Bing. However, the new ads will reportedly not name any competitors -- not Google, Yahoo, or even Ask.com.