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Subject: Re: UKNM: AOL advertising
From: manou
Date: Tue, 22 Dec 1998 17:24:25 GMT

Marcus wrote;

| Given the general intelligence of the British Public I'd say that AOL are
skating on very thin ice with this advert.

Very true - given AOLs desire to seem cross-culturally able or a global
enterprise, its surprising to see tactics that may work in Smallsville USA
applied to a sophisticated audience weary of corny sales pitches.

Leslie wrote;

| >> I don't think it is misleading as such, but out of context you could
be left with a wrong impression.

Hmmm...when you put together as ad for television, you'd better look at all
angles of how your message is recieved...so therefore, AOL knew exactly
what they were airing and that it could be misleading...period. You see,
if you get the hook out...even via dubious ads, you may still entice a
response and reel in your target...I wonder how many people called in and
asked if it were a free service - to be told no - and yet still sign up
after a sales pitch over the phone.

Merry Xmas to all,

Manou Marzban
Marketing Director - Bibliotech
manouatpostmaster [dot] co [dot] uk

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