BULLETIN BOARD;VISA PLANS BIG WEB AD CAMPAIGN FOR FALL; SHOCKWAVE AUDIO TO COMPETE WITH REALAUDIO;WEBTHREADS JOINS FRAY OF TRACKING COMPANIES;DIAPERS, YOGURT RIPE FOR WEB MARKETING;PEOPLE MOVING:

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Visa International this fall will launch a massive brand-building campaign on the Web. BBDO, New York, is currently evaluating and negotiating the media buys, which will include the top-trafficked sites on the Web as well as more niche-oriented sites geared toward specific types of consumers. "The online campaign will work in conjunction with a bigger, more traditional campaign that will focus on building the Visa brand," said Fran Laufer, senior VP-associate media director at BBDO. Online billings are estimated at $5 million.

Macromedia today introduces Shockwave Audio, software to allow high-quality pre-recorded audio to be sent over the Web in real time. This is a companion to the original Shockwave, launched in December to bring improved graphics and animation to the Web. Record labels and news services including CNN and MSNBC will be early users of Shockwave Audio, but Macromedia sees broad potential for marketers' sites. Macromedia claims Shockwave will deliver better quality sound than rival RealAudio. Shockwave Audio is free to users at http://www.macromedia.com.

New company Webthreads, Vienna, Va., today launches standalone counting, tracking and dynamic content-generating software for $895. Targeted to Web site managers, the company this fall will add ad management tools to the product. Webthreads is also in talks with the Audit Bureau of Circulations about forming a technology partnership.

ACNielsen, Schaumburg, Ill., and ASI Market Research, Stamford, Conn., launched NET VIEWS'96, a product that helps marketers measure the Web's efficacy as a marketing vehicle for package goods. A 20,000-household survey from ACNielsen suggests products ripe for Web marketing include electronics; records and tapes; diapers; yogurt; shaving products; wine; charcoal and logs; breakfast foods; photo supplies; and ethnic beauty aids.

Peter Meluso to media director at i-traffic, from manager of new media and information at DeWitt Media, both New York....Dana Lyon to VP-magazine group at Wired Ventures, from associate publisher of Wired....David Carlick to exec VP-interactive business development at Poppe Tyson, Mountain View, Calif., from senior VP-general manager of Poppe.com....Mary Ann Packo to president of PC-Meter from executive director of IPSOS-NFO Europe, Paris....Lou Ryan to manager of CKS New Media, a new division of CKS Group, from co-founder of Delrina, a software company.

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