Catalina, SkyGo to Issue Wireless Marketing Study

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Catalina Marketing Corp., St. Petersburg, FL, a provider of in-store electronic marketing solutions, will participate in SkyGo's first comprehensive wireless marketing study designed to test the effectiveness of its wireless direct marketing model.

SkyGo, a wireless marketing interactive company, issued more than 1,000 Internet-enabled phones to qualified consumer participants in Boulder, CO. Consumer participants will receive advertising and marketing messages on the phones from local advertisers and national brands. The companies will develop and deliver direct wireless marketing campaigns with the objective of attracting new users as well as increasing the usage of ValuPage, the online promotions offering of Catalina Marketing's online division, SuperMarkets Online.

SkyGo, San Mateo, CA, will experiment with various advertising campaigns to evaluate the effectiveness of targeted and untargeted messages and gather information for the development of an acceptable usage policy for wireless advertising.

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