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Technology Stocks : AUTOHOME, Inc -- Ignore unavailable to you. Want to Upgrade?

To: TokyoMex who wrote (2768)	9/7/1998 10:52:00 AM
From: TokyoMex	Respond to of 29970

Big Marketers Join to Upgrade Internet Ads Seven top marketers are joining At Home Corp., which operates the At Home Network Internet service, to create and test the larger, more elaborate types of online advertising that were the subject of a meeting last month on interactive marketing sponsored by Procter & Gamble Co. Susan Bratton, advertising director for the At Home Network in Redwood City, Calif., identified the marketers as AT&T Corp., the Bank of America unit of BankAmerica Corp., First USA, Intel Corp., Johnson & Johnson, Levi Strauss & Co. and Toys "R" Us. The marketers will run ads that use so-called rich media techniques, which take advantage of the large bandwidth, or network carrying capacity, of At Home. Such ads are bigger than those now usually associated with the Internet and can offer animation, sound and full video. The test, to be conducted by IPSOS-ASI, a market research company in Stamford, Conn., and co-sponsored by Intel, will evaluate the effectiveness of the ads using traditional measurements like recall, awareness and intent to purchase the products advertised. Results are to be made available in December. Monday, September 7, 1998 Copyright 1998 The New York Times