Marketing: Converting Web Surfers To Buyers: ONLINE PROMOTION

ONLINE PROMOTION

Men not only love watching it; they love to chat about it: the Super Bowl. That insight enabled Internet marketer Rishad Tobaccowala, 42, to put some fizz back into the sales of struggling Miller beer and devise a new approach to online advertising--a sales medium that has otherwise proved spectacularly disappointing so far.

As executive vice president of Chicago-based Starcom Mediavest, Tobaccowala develops "passion marketing" campaigns to engage consumer enthusiasms. His approach moves beyond "relevance," the current industry buzzword for tapping into a sense of utility, to "resonance," which aims for multimedia harmonies. Marketers have to combine online with traditional...

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