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Building Brands Online

Building Brands Online

Building Brands Online white paper, Interactive Branding: Best Practices in a Direct Response Driven Media

October 10th, 2010 |

28 pages


By Kathryn Koegel

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Interactive has had only 15 years to develop, and for most of that time, marketers have been trying to fit it into the traditional media advertising world. Is online a mass medium? Is it a targeting play? The power of interactive is about the intersection of the two. This white paper explores best practices for creating brand marketing that works online. Kathryn Koegel, a marketing consultant who was in the trenches in the early days of online ad sales, talks to leading executives and presents research that shows what's working now and why.


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