The potential to reach so many different markets makes the Web enormously attractive for global advertising. This view notwithstanding, compared to television and radio, there are many things on the web that fit into the category of “at least not yet.” High expectations have caused hype overtake reality. Decisions about a Web presence must address questions such as: In what way the Web is different from traditional media? Is it appropriate for each company? If it is to be used, how can … Read more »

The potential to reach so many different markets makes the Web enormously attractive for global advertising. This view notwithstanding, compared to television and radio, there are many things on the web that fit into the category of “at least not yet.” High expectations have caused hype overtake reality. Decisions about a Web presence must address questions such as: In what way the Web is different from traditional media? Is it appropriate for each company? If it is to be used, how can the Web supplement other aspects of a company’s marketing strategy? An evaluation matrix analyzed web potential for brand equity, global presence and characteristics of consumers. Overall, the focus should be on how to integrate it with existing web advertising media activities. While the Web pave the way ads companies change and address the issues of customers, it tends to only serve a few different groups and not all customers, and is not about customer service or to replace other media advertising -. At least not yet
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W. Wossen Kassaye
Source: Business Horizons
10 pages.
Release Date: 15, May 1997. Prod #: BH032-PDF-ENG
Global Advertising and the World Wide Web HBR case solution