COMMUNICATION OBJECTIVE

INTERNET ACTIVITY 

WEB FORMAT

Create brand awareness

Show name/brand of the product or service 

Use of standard adv format with high frequency level  

Build Brand Image

Actively involve the user 

Use of standard adv format with medium frequency level and advertorials

Explain the Product and enhance Trial

Drive people to the client product site (traffic building) or to a microsite or advertorial

Use of both standard and special adv formats with medium frequency level to communicate the activity, and special projects (contest, test, game…) to actively involve the surfer

Create database (for direct marketing activities)

Offer a benefit to the user in a way he/she accepts to be know and contacted

Ad hoc project (contest, coupon or free sample) supported by a standard and/or special adv campaign and DEM in order to stimulate and attract the users’ attention