Many e-tailers find holiday consumer buying not so merry

Cuneo, Alice Z.
January 2000
Advertising Age;1/10/2000, Vol. 71 Issue 2, p30
Trade Publication
The article focuses on the financial difficulties of many Internet retail companies following the 1999 holiday shopping season. According to Carl Steidtmann, chief retail economist with PricewaterhouseCoopers, online marketers did not get the return on investment in terms of the number of eyeballs per dollar spent on television advertising. Retailers will be moving advertising from television to out-of-home media such as trains, buses, airports and other gathering places. The advertising that really paid off was mobile advertising, which caught customers on the move.


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