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Table of Contents
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19

Chapter 6 · Web Communications Strategy


The goals of a Web site should be driven by your overall marketing communications goals. The site might be used for awareness, image, mindshare, trial, or repurchase.

Flat ads are often called brochureware or sometimes more bitingly, shovelware. In comparison, marketing sites are designed to establish relationships with customers.

Web sites can also be used to allow customers to relate to each other.

The Network will also allow unprecedented mass customization.


Notice how Club Med structures its site and communication up front to take into account its several audiences.

Find an example of a flat ad and an example of a marketing site. Compare the two.

Ad Agencies should be pretty good at communicating on the Web, shouldn't they?

Road King Travel Homework Assignment.

Additional Information

Gilles, John (1996), " Taking the Web Personally,"

Schwartz, Evan (1996), "Advertising Webnomics 101", Wired 4.02 (February).

Copyright 1998 by Digital Springs, Inc. All Rights Reserved.