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CAMPAIGN INTERACTIVE: CASE STUDY/IBM. Why IBM chose traditional media to promote the benefits of e-business. Mairi Clark discovers how Ogilvy & Mather focused on press and TV to approach an Internet-wary audience
12 Dec 1997 | by MAIRI CLARK
was to explain how small businesses could use the Net. In our research we saw people using the Net ... 7, while the cost of processing an e-ticket is dollars 1. Clark explains: Research has ...
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