Panasonic Integrates Internet Keywords To Brand Products Online

17-May-00

Panasonic Consumer Electronics Company (PCEC), a leading U.S. marketer of consumer audio, video, appliance and home office products, and RealNames Corporation, a market leader in Internet Keyword navigation, announced an agreement under which Panasonic currently plans to integrate Internet Keywords across its consumer and retail marketing, advertising and promotional programs. The agreement marks one of the most extensive uses of Internet Keywords by a major marketer to date, and Panasonic is the first company to fully integrate Internet Keywords into its marketing and advertising efforts. Building on an already broad program of consumer education, Panasonic's adoption of Internet Keywords will provide their customers and retailers with quicker and easier access to product information about PCEC's Panasonic, Technics and Quasar branded products on the Internet. Using Internet Keywords, consumers need only remember brands, slogans or phrases - instead of lengthy www addresses - to be linked to appropriate Panasonic Web site pages. Currently, Panasonic plans to incorporate up to 10,000 product and technology-related Internet Keywords in TV, print, radio and outdoor advertising; dealer advertising; point-of-sale materials; support programs; consumer packaging; direct mail; trade shows; various co-promotions; and in advertisements and announcements on the NBC Astrovision by Panasonic sign in New York's Times Square. ""The use of Internet Keywords is not only an innovative way for consumers and retailers to quickly and easily learn about consumer electronics and Panasonic products, but it helps extend the reach of our marketing efforts,"" said Don Iwatani, PCEC President and Chief Operating Officer. ""With RealNames' technology, we can move beyond today's Web limitations and integrate traditional print, television and radio advertising with our Internet presence, effectively extending the power of our brands.""Internet Keywords help Web users go directly to the brands, products and services they're looking for without having to know the www address. Internet Keywords also provide brand marketers with an innovative direct response vehicle, allowing Panasonic to track consumer responses and measure the effectiveness of different advertising and promotional programs.""Internet Keywords provide a bridge for connecting consumers with brands and information on the Internet. The size and scope of this relationship clearly positions Panasonic as a leading brand marketer who understands the importance of providing its consumers with the tools they need to easily locate information about their thousands of products,"" said Keith Teare, CEO of RealNames Corporation. ""This deal is certainly in keeping with Panasonic's slogan, ëJust Slightly Ahead Of Our Time,' and will make other consumer electronics companies sit up and take notice.""About Panasonic Panasonic, Technics and Quasar brand consumer products - audio, video, home appliance and home office offerings - are marketed in the United States by Panasonic Consumer Electronics Company, a division of Matsushita Electric Corporation of America (MECA). MECA is the principal North American subsidiary of Matsushita Electric Industrial Co., Ltd. (NYSE/PCX: MC) of Japan, one of the world's largest producers of electronic and electric products for consumer, business and industrial use. Consumers seeking more information on the company's products can call Panasonic's Customer Call Center at 800 211 PANA or access Panasonic's home page at www.panasonic.com, Internet Keyword: Panasonic. About RealNames Corporation RealNames Corporation is a media convergence infrastructure company developing and marketing products and services that simplify Web navigation, transform brands into interactive response vehicles, and monetize Internet traffic for browsers, search engines, directory services and portals. RealNames' products and services are used by leading Fortune 1000 and .com companies and have been integrated into Microsoft's Internet Explorer browser, as well as by leading portal, directory and search services such as AltaVista, Google, Go2Net, the GO Network, Looksmart, and MSN to complement directory look-up and search results. Founded in 1997, RealNames is based in San Carlos, California. For more information, please use Internet Keyword: RealNames to visit our Web site.

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