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The Digital Revolution by Alan Charlesworth

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Advertising On-line

Placing advertisements in traditional media such as newspapers, TV, and magazines, is an effective practice that dates back centuries. However, after years of being dismissed as a poor alternative to the established media, increasing amounts of advertising dollars are now moving on-line, a reflection that the digital age has truly arrived.

Setting objectives

Like traditional advertising, on-line advertising has three main objectives:

Having set objectives, you will need to decide whether to outsource your advertising or have it done in-house. Contracting out will normally ensure that the right advertisements appear in the most appropriate media at the right time, but at a cost.

Deciding where to place your advertisement ...

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