Special Report: Constructing a Campaign

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If there's one thing marketers have learned in the past year, it's that nothing replaces solid marketing fundamentals when it comes to constructing b-to-b campaigns. During the go-go advertising craze in 1999 and early 2000—driven largely by dot-coms looking to drive up their IPO stock prices—marketers spent with an almost reckless abandon. Many neglected their core audience in favor of wide-appeal TV campaigns that would capture interest on Wall Street, while others quickly wore out the novelty of Web banner ads and saw the return on their Internet investments plummet.For the entire story:
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