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To: Rascal who wrote (16759)	11/5/1999 3:58:00 PM
From: JayPC	Read Replies (2) \| Respond to of 29970

A diamond is a diamond is a diamond. Not to Debeers. A used diamond is a threat to Debeers. "a diamond is forever" is just as much about keeping used diamonds off the market as it is encouraging you to buy new ones. Debeers will want to direct this message to anyone who is thinking of buying or who as already bought 10 years ago. They will pay to do it, so @HOME and others have to think of a way to reach people when they aren't looking to buy. It will come down to how the customer feels about the product or service. Also how they feel during the sales processs and how they feel after the purchase. Exactly! By showing the male who drives a BMW is in control of his own life, they re-enforce his buying decision. So if you are a man surfing the web, and purchased a BMW 6 months ago, you probably won't click any banners or links advertising BMW. But if you are BMW and you have this mans IP adress, when he logs on to watch the Fox Video News on @HOME, you start each clip with a 10 second BMW add aimed at re-enforcing his purchase decision. He tells all his friends what a great car it is, he feels better when he drives it, and he returns for his next one. This is a little simplistic, but you get the idea. When I use the term push, i borrow it from push/pull distribution strategy. I guess my point is that I agree that elective advertising of the future will be large because the customer has control and is looking for the product. But thats not all advertising is used for. The most successful net media companies will also be able send a message to people who aren't looking or have already bought. regards Jay