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Subject: Re: UKNM: Herpes, pregnant women and other custom publishing projects...
From: Ray Taylor
Date: Fri, 31 Jul 1998 14:30:57 +0100

Sajid Mohammed wrote:
> To answer your point about building in response mechanisms, that
> doesn't always apply. For example, what about brand reinforcement
> where you have a company like Coca Cola or Adidas who are a global
> brand. Such sites may contribute to pre-existing perceptions and as
> such will not create the immediate response that one may wish to
> track, but in the longer run may sustain growth in sales.

If the exercise is a brand-building one then the results can be
researched in exactly the same way that brand-building using other media
is researched. One problem I find with Internet marketing is that there
always seems to be this presumption that everything should be done with
technology and all methods should change even when the situation
suggests otherwise.

  Re: UKNM: Herpes, pregnant women and oth, Sajid Mohammed

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