Polaroid Opts for 'Instant' Holiday Messaging

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NEW YORK This holiday season Polaroid is eschewing traditional advertising in favor of retail promotions and a presence on a relatively new and growing online ad vehicle, instant messaging.

Determined to attract teens and hunting for a low-risk ROI, Waltham, Mass.-based Polaroid enlisted AOL’s Instant Messenger service. “Seventy-two percent of teens exchange IMs every day,” said Peter Panagopoulos, senior marketing manager of advertising at Polaroid.

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