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| Author: | Himelstein, L. |
| Title: | Web ads start to click |
| Journal: | Business Week
1997 : OCT 6, VOL. 3531:861, p. 48-54 |
| Index terms: | ECONOMICS INTERNET COMPUTER INDUSTRY |
| Language: | eng |
| Abstract: | It began as an experiment. Bristol-Myers Squibb Co., the US pharmaceutical, wanted to see if the Internet was all it was cracked up to be when it came to plugging products and services. So during the 1997 tax season, the giant drug company teamed up with US financial software maker Intuit Inc. and launced an online advertising campaign extolling Excedrin as "the tax headache medicine". For 30 days, Bristol-Myers ran ads on financial Web sites offering a free sample of Excedrin to Net surfers who clicked on the ad and typed in their name and address. |
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