Amazon.com, Inc.: Amazon Theater campaign
Mark LaneOVERVIEW
Amazon.com, Inc., entered the retail marketplace as a pioneering online bookseller in 1995, and though it had been steadily diversifying its product offerings all along, by 2004 most consumers still thought of the website only in connection with books and music. Having recently made the transition, thanks to years of capital-intensive investment, from dot-com trendsetter to actual profit maker, Amazon wanted its customers to begin thinking of its site whenever they needed anything. Unconvinced that television and other traditional forms of advertising could translate into online sales, Amazon and its founder and...