Gaining credibility and trust central to online strategies

Gilbert, Jennifer
November 1999
Advertising Age;11/1/1999 Supplement Interactive, Vol. 70, p72
Trade Publication
This article focuses on the brand-building efforts of Internet-based companies in the U.S. as of November 1999. Industry executives say, ironically, dot-coms spend roughly 70% of their advertising budgets on traditional media. Some, such as priceline.com, have up until now spent all their money on offline advertising. This year, the typical dot-com will spend $8.2 million in all advertising, according to Internet consultancy Forrester Research. Dot-coms' total advertising budgets, at least in the short term, should remain healthy as they benefit from an influx of venture-capital backing and initial public stock offerings.


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