On-line advertising. Measurement, planning, buying and optimization

This paper examines the theoretical and practical principles of on-line advertising via the Internet.

On–line advertising. Measurement, planning, buying and optimization

Hans Dohmeyer, Interactive Marketing Partner, Germany

INTRODUCTION

On-line advertising incorporates hyperlinked as well as non-linked ads being presented, primarily as banners in websites, on the World Wide Web. Homepages on the WWW, on the other hand, fall under the category of on–line marketing and will not be discussed in this paper.

The three primary aims of on–line advertising are:

  • Building-up public awareness about a brand (and/or company) and its corresponding website – ...

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