Twentieth Century Fox pushing e-commerce

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Twentieth Century Fox is promoting e-commerce at its Fox Store on the Web with banner ads developed by CKS/Site Specific, New York. The banner ads, which begun running last week on E! Online and Lycos, feature characters from the studio's "Star Wars" movies to help drive sales of the "Star Wars" Trilogy videos.

The banner ads were placed deeper inside the two sites because SiteSpecific has found people have already prequalified themselves by their own use of the media and are then more likely to make a purchase, the agency said. Twentieth Century Fox plans to launch more retail ads with more products available online in the fourth quarter for the big Christmas push.

Copyright September 1997, Crain Communications Inc.

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