CReATION: Marketing and advertising online with the right model

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

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