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Agencies must rethink their dot-com advertising
As the stock market continues to yo-yo, some advertising agencies might need a backup plan–the one they’ve been using may not be good enough. I think the fate of dot-com advertising can be summed up simply, “Without a real brand, you will have no dot-com advertising.”
With the explosive emergence of the Internet, many dot-coms hired agencies to get rich quick. Although criticized for their lack of marketing knowledge, these startups were a boon to the ad business.
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