Polk pact helps Advo lure online marketers

Krol, Carol
April 1999
Advertising Age;4/12/1999, Vol. 70 Issue 16, p26
Trade Publication
This article focuses on the partnership between Advo and Polk Co. as of April 1999. This partnership allowed Advo to deliver messages from Internet companies to its consumer households that own high-technology products. Advo hopes the partnership with Polk, a list management and database analytics company, will expand the advertiser base of its cooperative direct-mail program, which consisted of retailer and fast-food ads. Rick Kurz, senior vice president-strategic growth officer at Advo, said that the partnership is the company's attempt to take all of the competencies and strengths that it have dealing with retailers and apply it to Internet. Advo asked Polk to create a product that is can offer to Web advertisers.


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