INTERNET: Successful response to 'Net research initiative in HK

The Internet Advertising Benchmarking Programme, organised by HKPC, APL Digital and the HK2As, saw positive response from leading local advertisers - within a week of the announcement of the programme, more than 12 blue chip clients signed up. The participating advertisers include HSBC, Hang Sang Bank, Standard Chartered Bank, Cathay Pacific, Vitasoy, Procter & Gamble, Audi, Eagle Star Insurance, Motorola, Nokia, Red Dots and 4376 Jewelry. "I am extremely pleased with the tremendous response from the marketplace," said APL Digital managing director Wilson Chan. "I hope it serves our purpose of promoting and enriching the skill base of Internet advertising in Hong Kong, as well as proving what we have been saying - that the Internet as a marketing and communications medium is here to stay." HKPC senior consultant Kevin Kwan said that in view of this initial success, HKPC would consider expanding the programme and is at present reviewing with APL Digital the possibility of including ecommerce elements for the planned second phase of the programme later this year. "This programme is a good start for us to gauge initial response," he said. "The next step, which is in line with the HKPC ecommerce initiative, is to look at the actual transaction pattern of the ecommerce situation here." The programme results are expected by early May.

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