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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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63. Online Advertising

Advertisers love interactive marketing because it is more effective and more targeted, while also being less expensive than traditional media. Even big brand advertisers are aggressively pursuing interactive media. Kimberly-Clark launched Huggies Pure and Natural diapers without TV advertising to reach a more targeted audience of digital moms.1

An important question to ask as you evaluate where to spend your marketing dollars is: “What are the most effective ways to advertise online and what kind of results should I expect?” The following topics describe the most popular forms of online advertising and new media advertising.

Display Advertising

Online advertising skyrocketed in 2000, reaching $8.2 billion, then dropped ...

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