Best Buy beefs up Web, brand efforts

Elkin, Tobi
January 2000
Advertising Age;1/24/2000, Vol. 71 Issue 4, p34
Trade Publication
The article reports on the efforts of Best Buy Co. to improve its Internet retail services in the U.S. Best Buy is preparing to launch BestBuy.com later this quarter. The site will supplant Best Buy Online, which now offers only limited merchandise. Best Buy is also pouring money into its brand, using post-holiday $100 million multimedia campaign created in-house. The Turn on the fun ad effort attempts to show how Best Buy's offerings make life more fun. The chain's advertising alliance with Microsoft Corp. plus an equity investment in e-town.com, a consumer electronics content and commerce referral site, also indicate its ability to extend into consumers' consciousness.


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