TITLE

E-goods

AUTHOR(S)
Neff, Jack
PUB. DATE
September 1999
SOURCE
Advertising Age;1999 Special Issue, Vol. 70, p66
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article looks at electronic purchasing of goods in the 21st century. Though it is easy to identify the Internet and electronic commerce as key factors shaping package-goods marketing at the dawn of a new century, the return to brand creation may be a bigger change. Similarly, mass customization will become a watchword of interactive advertising. The key aspect of interactive television or other interactive media is giving consumers more control, according to Vivienne Bechtold, associate director of interactive marketing for Procter & Gamble.
ACCESSION #
2296320

 

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