Friedman, Wayne
May 2000
Advertising Age;5/1/2000, Vol. 71 Issue 19, p32
Trade Publication
The article reports on the use of the Internet by several U.S. promotion specialists to establish grassroots support for entertainment properties. The concept behind the online street marketing technique used by entertainment marketers like M80 Interactive is discussed. A background of the use of the marketing technique by music marketers and record labels is presented. The article also discusses the risk associated with the technique which include the issue of accountability. It contents that the street teams of Internet marketers are doing their own marketing work.


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