. . . but the illogic of the blue spacemen makes it work. It's eye recognition, not content (though I bet you remember some of the content too). IBM, IBM, IBM, IBM, IBM, you eye catches it and your mind repeats it. IBM, IBM. Blue - Big Blue - IBM.
You know the blue spaceman ads, and you know they're IBM. I didn't have to explain them to you, did I? They prepare the field for when the sales rep calls.
Microsoft's ads are twice the size - two pages, not one - are they memorable?