Selling soap without the soap operas.

Authors :: Hansell, Saul
Source :: New York Times. 08/24/98, Vol. 147 Issue 51259, pD1. 0p. 1 Color Photograph, 1 Black and White Photograph, 2 Charts.
Publication Year :: 1998
Abstract: Discusses United States mass marketers' efforts to build brand identity through the Internet. August 1998 gathering of advertisers considering the role of the Internet in their advertising plans; Impact of the Internet on reductions in television viewership; Companies that participated in the discussions; Plans of some companies to increase their Net presence; Comparison of advertising expenditures of specific companies.