On CHOW: Why are shopping carts so hard to steer?
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For more than 30 years, 1-800-FLOWERS.COM Inc. - has been providing customers around the world with the freshest flowers selection of plants, gift baskets, gourmet foods, confections and plush stuffed animals perfect for every occasion. No two online shoppers are the same - even if they're clicking on the same online ad at the same time. While a softly lit television commercial may prompt one person to buy flowers, a simple banner ad reading "Mother's Day is May 13th" may prompt another. So how big of a role should Internet advertising play within today's media mix? With Microsoft Digital Advertising Solutions and research-industry frontrunner Marketing Evolution, it conducted a groundbreaking study to determine the proper role of online within a media mix.

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Format:WORD
Date:Nov 2007

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