Marketers learn Web tricks to get back-to-schoolers' attention

07/26/2007 | New York Post

J.C. Penney Co. and Hewlett-Packard are among the top marketers emphasizing the Web over traditional ads in their back-to-school campaigns, in an effort to capture the Net attention of teenagers. "It's really a test for marketers in terms of how creative and nontraditional they can be to reach teens," said Matt Britton, chief of brand development for marketing firm Mr. Youth.

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