US: Major firms shift to social-networking advertising
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Under the guise of 'Miss Irresistible', Procter & Gamble toothpaste brand Crest has launched a MySpace profile to promote its products to users of the social-networking site. Crest's move comes with the shifting focus of major corporations into online marketing methods, with strategies such as 'Bud TV', Amheuser-Busch's entertainment Web site, Unilever's online cooking video series on Yahoo, and firms such as Comcast and IBM establishing their presence in the Web-based virtual reality world of 'Second Life'. Advertising using these methods is said to be less expensive than traditional mass-media campaigns, and is able to reach a smaller, more targeted consumer group.
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