More than just a catchy picture. That's the way aggressive marketers have begun to look at screen savers and other promotional software. When they first appeared on the market three years ago, screen savers were viewed largely as interesting novelties. But thanks to aggressive efforts by a number of companies, they're emerging as an innovative marketing medium. While the actual design of a customized screen saver requires technical know-how, the concept is surprisingly simple. Basically, it's a high-tech variation on the traditional practice of giving out calendars, T-shirts or other merchandise featuring a company's name or logo. But screen savers offer added advantages. "Screen savers are proving to be valuable marketing tools," says Jeff DiBartolo, president of Interact Multi-Media, Dayton, N.J. "With interactivity, people will put the screen saver to use rather than get tired of it. This leads to greater retention of your message. In effect, it's always in their face."
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