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CPG marketers embrace Web ads with 'calls to action'

from Ad Age

In Laurent Faracci's ideal world, "100 percent of our digital media would have a call to action." After studying effects of brand advertising on e-commerce sites and elsewhere, the U.S. chief strategy and marketing officer for packaged-goods giant Reckitt Benckiser believes "the return on investment is three times better when you do." more

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