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BtoB

IAB launches ad campaign

Published on .

New York--The Interactive Advertising Bureau has launched a multimillion-dollar ad campaign designed to show the effectiveness of online advertising.

Stein Rogan + Partners developed the campaign, which has the tagline "Interactive is the Active Ingredient in the Marketing Mix." The campaign includes print, online, e-mail and direct mail.

In a show of support for the online advertising industry, all services from research to creative development to media space were donated by companies including AOL Time Warner Inc., 24/7 Real Media, B2BWorks and Stein Rogan + Partners.

The campaign is targeted at media and advertising decision-makers and features interactive advertising case studies. It will run for one year.

--Kate Maddox

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