TITLE

Internet NSI moves quickly before rivals enter its domain

AUTHOR(S)
Krol, Carol
PUB. DATE
July 1999
SOURCE
Advertising Age;7/19/1999, Vol. 70 Issue 30, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Case Study
ABSTRACT
This article relates how Network Solutions Inc. (NSI) managed to build its own brand before competitors, through an integrated marketing campaign conceived by Devon Direct in 1998. In the Internet domain name game, identity is everything, even to the company that keeps track of everyone else's name. NSI, the only registrar of World Wide Web addresses since 1993, needed to build its own brand before new competition arrived. Communications giants American Online and AT&T Corp. already have begun preparing to enter the market. NSI and Devon launched their pre-emptive branding campaign in April, trying to induce companies to register immediately. The six-month integrated campaign consisted of a television commercial handled by Messner Vetere Berger McNamee Schmeterer/Euro RSCG, followed by a direct mail blitz, direct response print advertisements and an online push with banner ads.
ACCESSION #
2051467

 

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