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Be it cameras or washing machines, the potential hassle of too much choice is the theme of the first advertising from Productopia. The Web site provides product information and buying advice. CEO Roger Neal said the "key to our business [is] that we promote our site as a `commerce catalyst' helpful to consumers from the time they start to shop to the time they are ready to make a purchase." The campaign was created in-house (see Bulletin Board on Page 66).
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