Planning internet advertising offers a lot of advantages.
The web allows to reach successfully different communication objectives. It is possible to select the best solution among a wide range of activities and tools (contest, typology, format, frequency).
Therefore there are less bounderies and the distance from the final client decreases.
COMMUNICATION OBJECTIVE |
| INTERNET ACTIVITY |
| WEB FORMAT |
Create brand awareness | | Show name/brand of the product or service | | Use of standard adv format with high frequency level |
Build Brand Image | | Actively involve the user | | Use of standard adv format with medium frequency level and advertorials |
| Explain the Product and enhance Trial | | Drive people to the client product site (traffic building) or to a microsite or advertorial | | Use of both standard and special adv formats with medium frequency level to communicate the activity, and special projects (contest, test, game…) to actively involve the surfer |
| Create database (for direct marketing activities) | | Offer a benefit to the user in a way he/she accepts to be know and contacted | | Ad hoc project (contest, coupon or free sample) supported by a standard and/or special adv campaign and DEM in order to stimulate and attract the users’ attention |