Essay and discussion questions

1 Discuss the analogy of Berthon et al. (1998) that effective Internet promotion is similar to a company exhibiting at an industry trade show attracting visitors to its stand.

2 Discuss the merits of the different models of paying for banner advertisements on the Internet for both media owners and companies placing advertisements.

3 'Online promotion must be integrated with offline promotion.' Discuss.

4 Compare the effectiveness of different methods of online advertising including banner advertisements, e-mail inserts, site co-branding and sponsorship.

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Destroying Adwords

Destroying Adwords

Adwords or Pay Per Click advertising is essentially the 21st century equivalent of direct marketing, allowing advertisers to test ideas in hours rather than months. Learn more about Google Adwords and PPC advertising.

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