Internet advertising effectiveness

Date of publication: November 1, 2000

Company: Ipsos MRBI

Author: Laurent Florès

Abstract:

This paper highlights how internet advertising works and how it contributes to brand building. The author reviews the value of different online advertising formats ranging from banner and sponsorship to rich media. The current challenges and potentials of internet advertising are further investigated, with a specific emphasis on the promising challenge of mixed media strategies, integrating online advertising and other traditional types of advertising.

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