The Texas A&M University Libraries undertook a collaborative project with the local American Advertising Federation (AAF) undergraduate student chapter to develop a marketing campaign to advertise the availability of 30,000 netLibrary electronic books. The promotional campaign resulted in the creation of approximately 200 new user accounts and 3,800 e-book circulations within the first two weeks. The campaign of screensaver ads and posters that were developed are still in use for ongoing promotion of the netLibrary e-books. The AAF students benefited from having an ad campaign to include in their personal portfolios and the Libraries gained a creative and undergraduate student-focused advertising campaign.
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McGeachin et al. (2005) studied this question.