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Advertisers need patience to tap into Web's potential

Reebok's Run Easy campaign started with TV ads, but has since turned into an online community of people interested in running. Reebok's Run Easy campaign started with TV ads, but has since turned into an online community of people interested in running. (Reebok)
By Brian Steinberg
Globe Correspondent / February 24, 2009

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Marketers used to spend the bulk of their money on TV ads, which ran for a few weeks or months at a time. But these days, because of the Web, the shelf life on ads is infinite. (Full article: 837 words)

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