Such doubts notwithstanding, some big packaged-goods companies have decided that they should take a leap of faith by stepping up their on-line efforts.

But its reliability as a weapon for packaged-goods companies was sealed with the Givenchy decision.

Some packaged-goods companies are not participating in the trend.

"Most packaged-goods companies are trying to figure out how to get in front of consumers and be noticed," he added.

As part of a sampling promotion, a packaged-goods company buys a page and a half of advertising.

These techniques are increasingly important for many packaged-goods companies.

Publicly, few packaged-goods companies admit that Wall Street's fears are justified.

It foundered when several large packaged-goods companies protested the merger to Federal antitrust officials.

ActiveBuddy is now creating similar programs for other clients, including a packaged-goods company that markets to teenage girls.

During the 1970's, high inflation lifted prices for packaged-goods companies, but rising raw material costs hurt profits.