Polaroid's PhotoMax tests online sales

Gilbert, Jennifer
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p44
Trade Publication
This article reports on the launch of a nationwide multimedia advertising campaign by Polaroid Corp. on May 24, 1999, to coincide with the company's first foray into e-commerce, a direct sales Web site Polaroid developed itself. The multimedia campaign is small: Polaroid has earmarked less than $1 million for advertising. Polaroid built the e-commerce site, Polaroid Direct, to sell a range of products, including digital cameras, software and scanners. Initially, it will sell only its new digital photo printer, PhotoMax. The company expects to offer more products online by September. The campaign from Eisnor Interactive, Boston, includes banner advertisements on retail partner sites and selected sites in the DoubleClick Network, including AltaVista, the Dilbert Zone, Egghead and Macromedia. The campaign will also include billboards, in-store displays, radio spots and print advertisements in the Chicago Tribune, The New York Times, San Francisco Examiner & Chronicle and San Jose Mercury News.


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