TITLE

Unilever exec shares ideas for Internet strategies

AUTHOR(S)
Neff, Jack
PUB. DATE
December 1999
SOURCE
Advertising Age;12/6/1999, Vol. 70 Issue 50, p54
SOURCE TYPE
Trade Publication
DOC. TYPE
Interview
ABSTRACT
Presents an interview with David Stern, vice president of interactive marketing for Unilever U.S., about how the company is looking beyond advertising measures and models to develop interactive marketing that engages consumers. Importance of interactive marketing to the plan of Unilever to diversify away from its dependence on television advertising; Information on Unilever's interactive strategy; Importance of click-through rates; Measurement of success or failure in interactive marketing.
ACCESSION #
2558334

 

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