Microsoft Corp. is gearing up to increase advertising for its Zune portable and wireless music player, reports CNET News.com.

"We are talking about upping that spend a little more," Microsoft Marketing Director Jason Reindorp told CNET News.com.

The company is gearing up to launch more ads in print, TV and online as the holiday shopping season is now in full swing.

Last month Microsoft announced it will pay Universal Music Group a fee for each new Zune digital music player it sells.

Microsoft executives, such as Peter Kingsley, group manager for Zune brand marketing, said the marketing push is more about focusing on the Zune brand and the wireless sharing ability.

"We recognize that Zune cannot expect to compete for mass market mindshare on the same level as iPod in the short term," Kingsley told CNET.