Cyberian Outpost

In 1998, Cyberian Outpost, Inc. (www.outpost.com), was a leading Internet retailer specializing in computers, peripherals, and other electronic products. By that fall, however, the company founder and CEO, Darryl Peck, was concerned about the effectiveness of his company's Internet marketing efforts. After interviewing several advertising agencies, Peck selected advertising guru Cliff Freeman to design the first television advertising campaign for Outpost.com. As Peck reviewed a video of Freeman's work, he wondered what criteria he should use to evaluate Freeman's proposed advertising campaign