Ad Buys Internet advertising (banner ads and other ad buys) can be a boom or a bust, depending on how you approach it. Lesson Five gives you a practical orientation to today's online ad space. You'll learn what makes online ad buying different from other media buys, what questions to ask the seller, and how to determine if your ad was successful. The merits of keyword buys are discussed, with an emphasis on return on investment (ROI). Email marketing and newsletter sponsorships are discussed as ad buy opportunities. Finally, the utility of the venerable banner ad is analyzed for today's market, with a look at what's working and how to utilize landing pages. Case studies encapsulate some online advertising successes and failures before you plan an ad buy strategy (keywords, banner ads, landing pages, placement, and pricing strategy) and design some banners in the exercise.
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