EarthLink Targets AOL in Ad Campaign

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Internet service provider EarthLink Inc., Pasadena, CA, launched a national campaign this week to increase its audience of 1.5 million and take jabs at a big competitor. The campaign, which pretested last year in select markets, consists of television, radio and outdoor promotions. EarthLink said the tests showed improved brand awareness and increased sign-ups.

In an effort to brand itself against the industry's powers, two of the three radio ads take aim at America Online. EarthLink's initial two-week ad run, executed by ad agency BBDO West, Los Angeles, will air in more than 70 markets.

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