Cisco's Ads Going Mainstream Consumer-Focused Campaign Similar to IBM, HP efforts, techie company targets the non-techie executive.(A)

Byline: MIKE ANGELL

Big ad campaigns seared Kleenex, Ford and Coke into the American mind. Will the same work for computer networking?

Cisco Systems Inc. thinks so. The leading maker of networking gear is spending up to $150 million to put its name and products in front of TV, magazine and newspaper audiences.

Cisco's branding campaign joins other ad pushes by IBM Corp. and Hewlett-Packard Co. that have the same goal: imprint their brand in front of nontechie executives.

The ad campaigns likely won't spark tech spending. And it might seem futile for such companies to spend so much on mainstream ads, since most of their products are hidden from the general consumer. …