EBay launches first national TV campaign

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The Internet auction site eBay broke its first national TV campaign Dec. 28, hoping to attract new online bidders as well as to distance the company from the crop of dot-coms shutting down. The TV spots via Goodby, Silverstein & Partners, San Francisco, air through Dec. 31 on prime-time shows including NBC's "Will & Grace" and ABC's "Spin City," as well as late-night programs such as NBC's "The Tonight Show" and "Saturday Night Live." The spots position eBay as the place to go "if you break it, lose it, need it cheap or just can't find it anywhere else." EBay's previous advertising included a joint TV spot with credit-card provider VISA, radio ads and print ads in selected magazines.

Copyright December 2000, Crain Communications Inc.

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