The campaign’s focus will be on the niche market of consumers who are searching for hard-to-find toys such as Dragonball Z, Sailor Moon and Erector Sets, the company said. Spending was not disclosed.
“We got off to a solid start with our grand opening and the Furby giveaway,” said Michael Cao, Netoy.com’s CEO. “Now we need to step up our marketing efforts Our advertising agreement with Lycos follows Netoy.com’s goal of building brand awareness for Netoy.com and will ensure that our name will reach one of the largest audiences of online consumers. . .”
Beginning May 1, banners on Lycos.com will direct users to Netoy.com’s Internet store when they search for keywords related to the specific toys. “This is a new approach for us,” said Cedric Viquerat, vice president of marketing at Netoy.com. “With the Lycos marketing plan, our advertising efforts will be focused on three specific lines of toys. We chose this type of advertising campaign based on the extreme popularity of these particular toys.”
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