Old-fashioned shopping scores big

Mandese, Joe; Weiner, Mark
December 1999
Advertising Age;12/13/1999, Vol. 70 Issue 51, p62
Trade Publication
This article focuses on the performance of conventional holiday season retail marketing as of December 1999. It was learned that conventional holiday season retail marketing attracted 139 stories in the SPINdex sample of influential media outlets. Such was considered more coverage than any other marketing topic including holiday e-tailing. With a SPINdex score of 1,525, traditional shopping generated almost 10 times more coverage than e-tailing, with a score of 164 and tied for the third place with Y2K-related marketing and advertising. Another Internet marketing phenomenon, the emergence of dot-com advertising made it to the second place.


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