TITLE

Where's Robobuyer?

AUTHOR(S)
Ephron, Erwin
PUB. DATE
May 2000
SOURCE
Advertising Age;5/1/2000, Vol. 71 Issue 19, p46
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article investigates the disappearance of optimizers and their failure to live up to their anticipated importance. The functions of optimizers as the ultimate expression of technology in media are described. The sudden popularity of optimizers in 1997 in the U.S. is explained. Several Procter & Gamble agencies that promoted optimizers, Supermidas X*pert and SpotOn, are cited. It also discusses the threat posed by optimizers to the broadcast network by weakening daypart planning, forcing sellers to compete on cost-per-reach-point.
ACCESSION #
3059546

 

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