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Gettings Ads You Want... By Email

Techstination feature for Tuesday, January 22, 2002

Getting the advertising you want... by email. Bloomberg Boot Camp, a report on today's technology. You're sick of spam... the email kind at least and hate telemarketers. But every once in a while you see or hear an ad for a product you would like to get more information about. A company called Now Marketing has come up with a concept it calls NowCode that uses wireless phone and email technology...

"NowCode was born out of a simple idea of sending yourself an email about offers that you're interested in or stuff you wanted more information about."

Ad industry veteran Kevin Lavan is the CEO of the NowCode division of Now Marketing. It works like this... register your cell phone and your email address on the NowCode Web site. Then, if you're driving and you hear an ad on the radio or see a billboard for a product of interest and the ad contains a code... you use your cell phone to dial #Now... .(sound) and the information I want is sent to my email address. Lavan says the concept can work with print or broadcast advertising...

"I think you can put a Now Code on anything."

I don't know if the registration and calling in with the code is asking too much of consumers. It sort of reminds of those little hand scanners that were supposed to connect Web sites to print ads. Lavan says the email addresses and phone numbers will remain private. NBC has given the concept a try with an Olympics sweepstakes. You can find more information at Bloomberg Boot Camp, I'm Fred Fishkin.