Driving up the value of the advertising is a big commitment for Microsoft.

Advertising nourishes the consuming power of men. It sets up before a man the goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production.

Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.

Ad campaigns are necessary for competition. But good PR educates people; that's all it is.

We're an omni retailer, so we've got things going on ecommerce-wise, stores-wise, marketing-wise.

It can improve the customer experience if ads are done in the right way and we also want to make sure that we don't do anything that causes our prices to go up in our retail business.