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Online Marketing Inside Out by Shayne Tilley, Brandon Eley

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Chapter 8Online Advertising

You’ve undoubtedly seen many forms of online advertising. Online advertising is a blanket term that covers a wide array of marketing forms like banner ads, search engine marketing, popups, and video ads.

This chapter focuses on the main forms of online marketing—search engine marketing, social networking web sites, and on-site marketing—and discusses the planning, implementation, testing, and optimization of online marketing campaigns.

What's up with traditional advertising?

Back in Chapter 5, we touched on the idea of interruption marketing—a form of advertising that disrupts what you’re concentrating on, like a TV program or a magazine article, to draw attention to itself.

Think of some of the situations where different ...

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