Pay for Performance: Online Advertising's Penicillin

Topics:
Direct Marketing,
Marketing Strategy,
Strategic Management Tools
Tags:
Benefits,
Human Resources,
Incisive Interactive Marketing,
Online Advertising,
Pay-for-performance,
Pay-for-performance Advertising
Source:
Incisive Interactive Marketing

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Overview: Pay-for-performance advertising is a tool to accomplish a job. Marketers have myriad business and marketing objectives they can leverage the Internet to accomplish. For some, pay-for-performance advertising is the right tool. Affiliate programs, paid search, online retail, straight direct marketing, barter deals, and monetization of remnant inventory are all objectives that can be well served by pay for performance. Yet pay-for-performance implementation extends far beyond these objectives into campaigns with goals best accomplished with other tools.

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Format: HTML | Date: Nov 2002 | Pages: 4

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