ONLINE ADVERTISING STRATEGIES
Two principal advertising strategies are used in online advertising: building brand recognition and direct response. Advertisers may focus on one or the other or combine the two strategies. Online retailer Amazon.com, for example, focused on building brand recognition during much of 2000, and then switched its emphasis to direct response ads in the middle of the all-important holiday shopping season. An ad designed to build brand recognition might say, "Buy Books and CDs at Amazon.com " and allow the user to click through to the company's Web site. On the other hand, a direct response ad typically would extend a special offer, such as free shipping.
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