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Building Brands Online

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

By Kathryn Koegel . October 10th, 2010 |

28 pages

Building Brands Online


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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