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In a move likely to be scrutinized by a host of e-commerce companies, Amazon.com is set to begin experimenting with marketing by direct mail, tapping Bronnercom’s West Coast office for the assignment. The shop was selected after a review of undisclosed agencies.
Bronnercom will unveil a mail campaign in mid-January that reflects the look and feel of the company’s TV ads by Foote, Cone & Belding in San Francisco [see New Campaigns, page 28]. If the test goes well, a comprehensive national effort will roll out by spring.
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