Selfassessment exercises

1 Briefly explain and give examples of online promotion and offline promotion techniques.

2 Explain the different types of payment model for banner advertising.

3 Which factors are important in governing a successful online banner advertising campaign?

4 How can a company promote itself through a search engine web site?

5 Explain the value of co-branding.

6 Explain how an online loyalty scheme may work.

7 How should web sites be promoted offline?

8 What do you think the relative importance of these Internet-based advertising techniques would be for an international chemical manufacturer?

(a) Banner advertising.

(b) Reciprocal links.

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