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12/29/2002: "Impact an offline brand, online"

Your online brand and your offline brand don't exist in alternative universes. So why treat the media mix and metric evaluation as though they do? ClickZ Sean Carton looks at the dis-connect between interactive and traditional media divisions, and presents evidence to suggest that what happens online can fundamentally affect a brand's perception in the real world.

Article link:
http://www.clickz.com/tech/lead_edge/article.php/1548851


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