Home    Internet Marketing                                     Ward Hanson   Stanford GSB

Paid Advertising  

Learning Objectives

Paid Advertising Online

Adverstising ROI

 Effective Customer Acquisition

Special Guest: Corey Cleek, Ebay

 

 

 

 
 
Readings & Tasks
Hanson, Ch. 9
Sherman & Deighton
H. Brondmo
 

Example Sites:
 Mass media advertising archives

  Television advertising:  Watch here for relaunch of Adcritic

 

Newstand
___/ 02-13-01\__ Is Internet Advertising Totally Ineffective, An "On Trial" look at whether banners work.  Upside 

 

 

 

 We looked at permission marketing, but we can't really ignore "interruption marketing".  When should an online marketer use the weapons of traditional big money advertising?  Why is brand creation better done on TV than with banner ads?  Why are search-based ads so effective online?
One question to ask - are there any great online ads?   What does that tell you? 

 

 

What's a domain worth? - afternic.com lets you bid on domain names.  Here is an ongoing auction on 2/13/01 for "BestBets.com"