The Internet has only been open for commercial communications
for a few short years.
Already, a breathtaking variety of firms appear on the web which offer help in marketing
on the Internet.
There are old, large corporations like
A. C. Nielsen
as well as plucky little startups like
adFX Virtual Advertising.
Here are some more firms offering marketing services:
Marketers on the NetAnalysis
This first question pertains to Advertising Agencies online.
With a few notable exceptions, the above list is dominated by
small start up companies.
Are all or most of the "Big Boys" online?
Using any resources at your disposal,
find the web sites (if they exist) for the 10 biggest ad
agencies in your country.
Discus the ways they try to position and promote themselves with their
Evan Schwartz in his 1997 book
Webonomics points out that only 26% of the consumer brand web sites
have been produced by ad agencies.
Are ad agencies obsolete?
What role would an advertising agency play on behalf of a client
wishing to use the Internet for "banner" advertising?
How is this role different than if the client wanted to place a magazine or TV ad?
An interesting service called the
Internet Link Exchange was created to allow companies to advertise on each other's sites. This service is now part of Microsoft and is called bCentral. One of the site's pages explains the banner exchange program. Is this type of exchange a threat to ad agencies' business?.
Does the ILE represent a threat to the ad agencies' business?
Make a list of the kinds of
services being offered by firms in the above collection.
Can you think of any other services that
are not being currently offered by the above firms?
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