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June 7, 1999 American Honda Motor Co., seeking alternatives to banner-only Web marketing, is diversifying its online ad strategy with programming on two new custom-created Web sites. American Honda's Honda Division signed a six-month sponsorship of two online programs, Driving Today, a car enthusiast site, and Gamers Today, a videogame information site. Honda will promote Prelude for the first two months, Honda's racing engine in the next two months and the new S2000 two-seater roadster near the end of the year. REACHING PROSPECTS A NEW WAY Honda and Web shop Rubin Postaer Interactive, Santa Monica, Calif., see sponsorships as an alternative to banner ads in targeting some prospects. "We noticed that the click-through rate on banners had dropped considerably and pretty consistently," said Edmund Purcell, account supervisor for RPI, a division of Honda general agency Rubin. |
