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Sender: "Team Ada: Ada Advocacy Issues (83 & 95)" <[log in to unmask]>
X-To: Jeff Burns <[log in to unmask]>
Date: Wed, 25 Nov 1998 12:05:58 +0000
Reply-To: Ian Pascoe <[log in to unmask]>
From: Ian Pascoe <[log in to unmask]>
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Jeff,

Some while back the then Ada Software Alliance produced some copy for use
in an Ada advertising blitz. There were 7 adverts and the copy included
pictures and text which ranged across the following themes for different
market sectors -

* An easy language for a complex world (Ada the language for a complex world)

* With the right computer language you'll be in control every time you
change your process (Ada - the language for a changing world)

* Those who swear by their systems choose their language carefully (Ada the
language for a fail-safe world)

* For some, choosing the right computer language is important. For others,
it's life and death (Ada the language for a fail-safe world)

* In a world of billion dollar deals, choose the language designed to make
change (Ada the language for a changing world

* In an industry that's constantly changing gears, one computer language
will keep you in overdrive (Ada the language for a changing world)

* The more your systems need to change, the more reason to chnage your
language (Ada the language for a changing world)

In the UK, the Ada UK organisation has used number 3 above on it's
exhibition stand for the past 3 years, which has created some interest.

It's a shame that the campaign was never prosecuted vigorously around the
world but the copy must still be around somewhere if anyone felt the urge.
Plus ca change.......


Ian Pascoe
Rational Software Limited


At 12:47 PM 11/24/98 -0500, Jeff Burns wrote:
>As a marketeer, I think that "Safety Critical" is Ada's strongest possible
>position in the market and this should be stated explicitly in the tag line.
>
>Safety critical is a compelling and justifiable position relative to other
>languages that Ada is uniquely qualified to fill.
>
>It's a position that is likely to become more compelling as Y2K anxiety
builds
>in 1999 and afterwards as inevitable snafus do occur and greater
>accountability in programming is demanded.
>
>Safety critical also works as an umbrella description that implies other
>favorable characteristics, e.g., safety critical will be reliable, etc.
>
>Repetition is important for establishing a position.  And a position should
>last for a long time, not just be a theme for a year.
>
>I realize it's not sexy, but how about "The Safety Critical Language" as a
>top-level tag line:
>
>"Ada, the safety critical language"
>
>Other slogans can still be used, but they should all complement safety
>critical as the principal market position.
>
>For example at SigAda '99 something like
>
>"Teach Ada
>The Safety Critical
>Success Critical Language"
>
>could be used to support the educational emphasis of the conference.
>
>Or for different market segments like those Tuck mentioned:
>
>"Ada, the safety critical language for real-time applications."
>
>"Ada, the safety critical language for distributed computing."
>
>etc.
>
>It's a simple strategy, but often simple works.
>
>
>Jeff
>
>P.S.  Pardon me if this has already been discussed.  I'm jumping into the
>middle of this thread.
>
><><><><><><><><><><><><><><><><><><>
>Jeff Burns, Director of Marketing
>GrammaTech, Inc.
>One Hopkins Place
>Ithaca, NY 14850
>ph: 607-273-7340
>fax: 607-273-8752
>e-mail: [log in to unmask]
>www: http://www.grammatech.com
>Team Ada
><><><><><><><><><><><><><><><><><><>
>Ada-ASSURED
>LSE
>Automatic Style Standards Compliance
>Browser
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