The agency said it will research, plan and place Internet advertising created
by Crutchfield to drive customers to the Crutchfield Web site.
PARADIGM Interactive is a marketing agency that incorporates direct response
marketing techniques into its clients’ online strategies to maximize click-
through rates and results. The agency said it will utilize a variety of
interactive programs, including banner ads, content sponsorship and e-mail
delivery, to target prospective Crutchfield customers and direct them to the
Crutchfield site, where they can make an online purchase or request a catalog.
“Paradigm’s background in traditional direct response marketing has helped
them become an online leader,” said Dave Dierolf, vice president of
information technology for Charlottesville, VA-based Crutchfield. “They’ve
successfully applied proven direct marketing principles to the Internet, and
that’s certainly appealing to us.” Billings were not disclosed.
PARADIGM Interactive is a division of PARADIGM Direct Marketing Inc., a full-
service direct response and database marketing firm .