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As dot.coms pour money into advertising, traditional advertisers look below the line
The dot.com companies are learning about the “mousetrap fallacy.” Conventional wisdom holds that if you build a better mousetrap, the world will beat a path to your door. Not so. First off, the world needs to know about your superior approach to rodenticide; it also needs to know where your door is.
There has been a flood of advertising from Internet-based companies trying (and often failing with comical misery) to describe their mousetraps.
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