Evaluating the use of banner advertising in strengthening brand relationships.

Kartikeya Kompella

This paper studies the role of online advertising's most popular tool - the banner advertisement - in the brand-building task.
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The World Association of Research Professionals

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June 2001

Evaluating the Use Of Banner Advertising In Strengthening Brand Relationships

Kartikeya KompellaBrand Manager, Webshastra Private Limited, India.

INTRODUCTION

The utility of the Internet is slowly proving to be indisputable, however there is a lot of debate as to the role of the Internet as an advertising medium. With banner advertising being seen largely as a...

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