Marketing
London
– Feb 15, 2001
The article proposes that FMCG’s are the biggest hope for on-line advertising, after the collapse of many of the biggest spending on-line advertising companies in the last year. On-line advertisements have unique advantages that off-line advertisements do not, for example, ‘Click to buy campaigns’. As such advertising on the Internet is an irresistible online opportunity that is currently not being utilised by FMCG companies. Morgan proposes that FMCG companies should get creative and take advantage of the Internets ability to support new pricing models, to promote brands and sell products. Although it is expected that these companies will not see returns on their on-line advertising investments immediately, in the long term financial rewards could be substantial.