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Marketing and Advertising on the Web-Chapter 7

DOI: 10.1016/b978-012095977-8.50009-4
  • Communication


Publisher Summary This chapter discusses various advertising and marketing tools on the Web including banner ads, discussion lists, and e-mail. A banner ad is usually a graphic image that displays the name or identity of a site or is an advertising image. Advertisers sometimes count banner views, or the number of times a banner graphic image is downloaded over a period of time. A banner can be clickable, which transfer surfers to another site, or just static, which shows some relevant information about a site, product, or service offered by the e-commerce site. A banner ad is the equivalent of TV advertising with much less cost. Discussion lists provide a strong advertising medium. An e-business can subscribe to one or several discussion lists and post relevant information regarding its products or services. However, the organizations must first conduct careful analysis and find the most suitable list that might be interested in the offerings of the e-commerce site. E-mail is used for product announcements, shipment confirmations, order confirmations, and general correspondence with customers. Successful e-businesses register the customer's e-mail and other relevant information using online forms. Capturing this information could be essential for repeat sales.

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