Jason Brailow - www.jasonbrailow.com - An Approach to Advertising on the Internet

Budweiser has the frogs. McDonalds has Ronald. Goodyear has the baby. Each
of these companies has used different images as a means of advertising with
traditional media. Television, radio, and print ads have been extremely
successful in helping companies develop a successful brand image. With the
World Wide Web, however, marketing departments struggle to incorporate
traditional advertising into a high-tech medium like the Internet.

The Internet continues to grow at a rapid pace. Billions of dollars have
already been transacted this year and with the holiday season approaching
those numbers will only increase. The traditional forms of marketing and
advertising still have their place; however, in a world where one out of
every eight dollars is spent online, the traditional 4P's of business might
not fully apply.

In the past, the business mantra was "location, location, location." More
businesses have realized that, with the Internet boom, the new mantra is
more like "logistics, logistics, logistics." Marketing is not an issue of
where you are anymore. Instead, companies need to properly place themselves
in the vast World Wide Web so that customers can easily search for the
products and services they are looking to buy. This becomes difficult
because consumers do their shopping from their computer at home.

According to a recent study conducted by DoubleClick and Nielson/NetRatings,
the last quarter of 2003 yielded amazing results, up 40 billion impressions
from the third quarter. Throughout the year, advertising volume on the
Internet increased by 49 percent—that equals about 200 billion impressions
in the fourth quarter!

-- 
Jason Brailow