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Iab Bain Building Brands Summary

Iab Bain Building Brands Summary

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Published by Giuseppe Riva

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Published by: Giuseppe Riva on Dec 08, 2010
Copyright:Attribution Non-commercial

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01/25/2011

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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.
Building Brands Online:
An Interactive Advertising Action Plan
November 12, 2009
 
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.SFR
2
091112 Building Brands Discussion2
Project sponsors
 
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.SFR
3
091112 Building Brands Discussion2
Why care about Building Brands Online?
Direct response
and driving “transactions” is the
 killer app” 
for onlineadvertising ……but online
advertising
is
not delivering on
brand markete
requirements
andexpectations
Growth in supply
of online inventory creatingprice pressure and
commoditization
Trend toward
ROI-based and “response” 
advertising, (versus longer-term brand equityinvestments) exacerbated by
cyclical downturn

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