Microsoft Office 2010 is now occupying retail shelf space, and Redmond's betting that you'll waltz into the nearest Best Buy and plunk down $129 for a new copy of the productivity suite. Although some people will resist the urge to upgrade by continuing to use an older version of MS Office or by relying on free alternatives, Microsoft is prepping an $80 million ad campaign to convince the rest.

The "Make it Great" campaign seems to share parallels with recent marketing efforts for Windows 7 in that it will focus on real people (mostly parents and small-business owners) who've been among the product's 9 million beta testers. Around 70% of that ad blitz will be online, with the rest divvied up between print and billboard ads, .