Article Abstract:
Until recently, electronic commerce conducted their ad and marketing campaigns as if they were separate from the vagaries of those who learned to choose media carefully and control the cost of campaigns. Thus, online sellers spent lavishly, ignoring less expensive and often more effective direct marketing. Electronic retailers relied on branding alone, until the Internet boom went bust. Wall Street was more interested in profits than brand-recognition. Now, many e-tailers are embracing direct marketing with passion inspired by the potential of bankruptcy.
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Article Abstract:
Sex-appeal rather than sports talent continues to be the major factor in endorsement deals for female athletes. Tennis player Anna Kournikova, who capitalizes on her sex appeal in print and TV ads for the products she endorses, continues to make much more money than other professional women tennis players, even though she is ranked only no. 19 in the world. Her yearly earnings from endorsement contracts, however, do not even match those of 70-year-old golfer Arnold Palmer.
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Article Abstract:
Roper Starch Worldwide released its 'What's Wrong With Dot-Com Ads?' report. The research firm interviewed periodical readers to determine what ads caught their eye and caused them to remember the advertiser. Most dot-com advertisers received low marks for cluttered ads, lengthy headlines and copy, and images unrelated to their message.
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