CReATION: Marketing and advertising online with the right model

<p>Advertisers need at least a USdollars 1 million budget in order to </p><p>mount an effective television campaign in China. </p><p><BR><BR> </p><p>In sharp contrast, however, USdollars 50,000 is all that is needed to </p><p>launch a major campaign online, according to Sohu.com senior </p><p>vice-president, marketing and sales, Edwin Chan. </p><p><BR><BR> </p><p>Speaking at the Greater China Interactive Marketing Forum 2000, he said </p><p>the bonus was that the Internet offered advertisers the opportunity to </p><p>target markets more effectively and with a lower wastage rate compared </p><p>with television. </p><p><BR><BR> </p><p>But Mr Chan stressed that however a product or service is marketed, it </p><p>was important to use the relevant online advertising model. </p><p><BR><BR> </p><p>"Banners are for generating sales leads while emails are for tactical </p><p>offers. Buttons (very small ad spaces) are best for surveys, while </p><p>fly-bys (also small ad spaces but which move around a Web page) is for </p><p>brand awareness," he said. </p><p><BR><BR> </p><p>Mr Chan said that text links, where a hyperlink is attached to key words </p><p>within an article was also becoming more popular although he stressed </p><p>that the content had to be compelling and relevant to the audience being </p><p>targeted. </p><p><BR><BR> </p><p>As a result, he pointed out that talk of the banner ad being dead was an </p><p>"over-generalised statement, since what you use is dependent on your </p><p>objective". </p><p><BR><BR> </p>