Conclusion

In this paper, we have attempted to provide an overview of online advertising -- describing both banners and advertising models that move beyond the banner, utilizing Internet-specific technologies that allow advertisers to target customers. As an advertising medium predicated on self-selection, the Internet is not an effective vehicle for simple brand promotion. As online advertising matures, marketing managers are asking for better measures of advertising effectiveness. Given the opportunities on the Internet for creating close customer relationships, effectiveness measurement is increasingly tied to the advertising and follow-up marketing efforts themselves. That is to say that advertising models must evolve that focus on creating these close customer relationships -- from initial contact to targeted information to product sales/fulfillment and customer support. Internet technology allows companies to manage customer relationships more effectively and efficiently than through existing channels. It is up to the marketing managers to develop the advertising and marketing models that will take full advantage of this.

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