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In its latest interactive call-to-arms, Procter & Gamble last week said it had reaffirmed its commitment to online marketing. But, to bring some order to the chaos of online advertising, the Cincinnati-based packaged goods giant simultaneously announced plans for a summit of major advertisers to consult on the future of Web advertising.
“The Web has the potential to be a dramatically more effective way for us to communicate with the people who buy and use our products,” said Denis Beausejour, P&G vice president of advertising, speaking at the d:tech conference in Chicago.
P&G said it will spend $3 million on interactive advertising this quarter, 80 percent of which will go toward “beyond the banner” units, such as small “daughter” windows, sideframes, enlarged pop-up boxes and interstitials.
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