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Cut to the Chase

Published on .

Company: DoubleClick, New York Agency: A Figure of Speech, Denver Market: B-to-b direct response marketers Quick chase: DoubleClick is trying to take all the fun out of b-to-b marketing by reducing it to a science. But the company makes no apologies for attempting to take the guesswork and intuition out of a marketing campaign with its Abacus B2B Alliance databases of business purchasing practices, which tell marketers who's most likely to respond to their offers. CFOs and other bottom-line types will applaud this development. The image of the roulette wheel and the headline: "B-to-B Marketing: Selecting your best opportunities shouldn't feel like a gamble" make a good pair. Copy has a conversational tone to it. Clue: Odds are that this ad will find a receptive audience.
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