Advertising the conventional way


Exhibit 21.7 A Coca-Cola advertisement on YouTube.

The most commonly used advertising formats include banner, pop-up/pop-under and video.

When you use conventional forms of advertising, it is important that you target them well. Try to serve the ads to the right people, at the right place and time. Not only will this improve the returns, it will also alleviate the annoyance that this form of interrupt advertising advertising is likely to cause.

Use images for display advertisement. They have much greater impact than text.

As may be gauged from the very low click-through-rates, these ads usually do not have a pronounced immediate impact on sales. They do however generate impressions. Advertisements such as the Coca-Cola ad in Exhibit 21.7 are intended to build salience, and create affinity for the brand.


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