Re: ONLINE-ADS>> P&G's FAST Summit Coverage by ClickZ - Day One

Murfnbish_at_aol.com
Wed, 26 Aug 1998 10:25:27 -0500 (CDT)

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Much thanks for arranging Ann Handley's reports from the FAST
summit, but I can't help questioning P&G's motives.

Here's a company built on the time-honored business practice of
branding as a way to sell product. Now it's faced with a medium
that promises to subvert what P&G has practiced so successfully
for over a hundred years. There's a lot of hype surrounding the
Internet, but one thing is sure: e-commerce works. Whether it's
direct marketing (e.g., Dell, Amazon.com) or the auction model
(eBay) or good old-fashioned price competition (E*trade),
branding has nothing to do with it. I can see why a company like
P&G wants to foster online advertising. The FAST summit has the
smell of desperation about it.

Patrick Murphy
Bishop Publishing Options
murfnbish_at_aol.com

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