Deciphering the Internet Advertising Puzzle
Marketing Management, Vol. 9, No. 3, pp. 34-39, 2000
5 Pages Posted: 22 Jan 2005
Internet advertising presents a puzzle to advertisers. On the one hand, total spending on Internet advertising has exploded and everybody (including your competition) seems to be advertising on it. On the other, click-through rates on banners have dropped to about 0.5% and the most basic measures of ad viewership and effectiveness have been called into question. In this article, our goal is to provide you with some guidelines on how to think of Internet advertising. We summarize the measurement problems with banners and introduce you to the concepts of permission and viral marketing. We end with six prescriptions to keep in mind when you are putting together your campaign. The Internet is evolving rapidly and managers interested in advertising on it must be prepared to adapt in real-time if they are to be successful.
Keywords: Internet Advertising, Banner, Click-Through
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