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Web Advertising with Real Estate Post Cards information: For Dell, Gateway, AOL, Amazon, Yahoo and the like it is clearly evident that the Web is increasingly the home of the company and its brands. For companies like these, what most Web advertising is about is getting people to visit the company's virtual home--that is, creating visitor traffic. The ad provides signposts and short cuts and directs people to the company. More than that, the ads draw the company to people's attention in the hope of making them recall that brand at the time they are interested in purchasing from that particular product category.

The Web is perhaps a more natural home for advertisers who sell directly through the Internet and for information-intensive products that require active consideration before purchase. 'By contrast, advertisers who sell more common household products have had more difficulty figuring out how to get consumers to request their ads.' 2 These companies have been the traditional heavy spenders on advertising in other media over the years and they seem to have the hardest time finding the right formula for a Web site that will continue to attract visitors. This is hardly surprising. Not everyone wants to have a relationship with every type of product. Some products are just too low on people's involvement scale for them to bother visiting the Web site of the brand--although if something goes wrong with the product, they may readily use the Web site as their means of contact.

One objective of a company's Web site is to set up a vehicle to enable a dialogue with the consumer. Another is to showcase the company. To attract traffic to the Web site and draw it to people's attention usually requires main media advertising of the Web site, or taking advertising space such as banner ads and sponsorship ads on other companies' Web sites. These are ways of erecting cybernetic signposts that point people towards the company's showcase site and offer a short cut Gink) to it.

Advertising and sponsorship are hardly new phenomena in American culture. They have long been the mainstays of newspapers and television shows, as well as art, music, sporting, and countless other activities. Advertising and sponsorship have traditionally served as a means for businesses and organizations to promote their products, services, and ideas in return for contributing financial and other support for activities.

The Web is the medium of the new millennium. As this book goes to print, actual Web advertising accounts for about the same as outdoor advertising, barely more than 1 per cent of all advertising expenditure, but it is of course growing much more rapidly.

Also, any brand of any substance today has a Web site. The company Web site often starts out its life as just one more way to 'advertise' and provides a point of contact with potential and existing customers. But pretty soon it gets to be more than that. The focus builds on ways for visitors to enjoy the experience and the site is used to try to build closer relationships with them.

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Response Makers - Web Advertising