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		Fabmart Launch Ad
		This was the launch ad for Fabmart. Research done at that stage showed that the primary concern about online shopping was security. Research showed that potential customers were wary of entering their credit card numbers into cyberspace. Thus, this was the major concern to be addressed. Our study about the buying process at Fabmart revealed that the store actually offered a level of security superior to that offered by other online stores at the time. This presented us with the opportunity to strongly position Fabmart by comparing it to amazon.com, the online store with the largest mindshare among potential internet buyers.