AOL tackles crisis cleanup
Article Abstract:
America Online Inc.'s (AOL) computer network suffered a 19-hour-long network failure during routine maintenance work on Aug. 7, 1996. Immediately after the incident, AOL launched a massive electronic mail marketing campaign aimed at reassuring clients about the integrity of its computer network. The campaign involved explaining to clients the technical aspects of the network, presenting new systems maintenance procedures, demonstrating the reliability of the system through tests and conducting public speeches at industry conferences about the quality of the computer network.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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Marketers still leery of Web ads
Article Abstract:
Many companies are still deciding whether or not Internet advertising is suitable to their organizations. Even some high-tech companies, whose operations are more or less related to the Net, are hesitant to jump into the fray. The root of this refusal to commit to Internet ads is the lack of tools for the measurement of Web advertising effectiveness. Without this crucial element, advertisers cannot be convinced that online ads can generate qualified leads and actual purchases.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1997
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Web contracts: beware the pitfalls of a handshake deal
Article Abstract:
Contracts between World Wide Web development firms and their clients should contain detailed provisions of their mutual interests. On the client's side, major issues include product value and the assurance of future services. Clients must also have their Web site contents regularly delivered in full. Finally, the contract must state the client's ownership of the work or the developer's ownership of the contents of the Web site.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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