Can Internet Advertising Be Used For Branding?

Jeremy Swinfen-Green

This article seeks to demonstrate that internet banner advertising can be used as a branding medium as well as a driver of traffic to Web sites.

Online Branding

Can Internet Advertising be Used for Branding?

Jeremy Swinfen-GreenThe Site Clinic

Until recently internet advertising has been considered most appropriate for driving traffic to corporate websites. This article demonstrates that it can be used as a branding medium as well as for traffic driving. A subsequent article will examine the requirements of different types of online editorial context and demonstrate the mediums cost-effectiveness.

Internet advertising was originally conceived as a method of driving users to websites: click-through was the only thing that mattered. Websites were opportunities for advertisers to speak with their consumers in ways not possible...

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