Deja.com hypes reviews with $10 mil campaign

Riedman, Patricia
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, p52
Trade Publication
This article focuses on the efforts of online discussion group site Deja.com to promote its redesigned Web site for advertisers and e-commerce activities as of May 1999. To promote the service, the site launched an online and offline advertising campaign with a combined budget of more than $3.5 million for the first two months. DiNoto/Lee created the traditional advertisements, which will be reflected in online advertising by Organic Media. The tagline is reflected in wry advertisements and show fictitious consumers reporting from a field tests on various products. The site will allow users to rank products remotely through banner advertisements placed on strategic sites around the Web.


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