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Buy.com launches campaign to help prop up business

Published on .

Internet superstore Buy.com is breaking a new marketing and ad campaign targeting people who hate to shop but want to get the best deals possible. Themed "Get in, get great deals, get out," the campaign tries to entice shoppers, especially men, who desire a fast, no-nonsense shopping experience. The TV and online campaign consists of multiple 30-second TV spots, some of which feature men waxing poetic on the smells of the mall and the frivolous items for sale. In other spots, men are excited about ending up in irrelevant chat rooms or being redirected to entirely different sites. Rubin Postaer & Associates, Santa Monica, Calif., handles; no budget was disclosed. Buy.com is launching the campaign as it labors to build a sustainable business in the slumping e-tailing sector. Buy.com's stock recently hit an all-time low of $1.34, off 96% from its 52-week peak.

Copyright November 2000, Crain Communications Inc.

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