Web Ads Start To Click

As Web marketing starts to show significant results, mainstream advertisers are jumping in

It began as an experiment. Bristol-Myers Squibb Co. 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 financial software maker Intuit Inc. and launched 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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