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Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

Case Title:

Online Advertising: The Emerging Phenomenon

Publication Year : 2004

Authors: Hansa Iyengar, Sumit Kumar Chaudhuri

Industry: Advertising


Case Code: MCS004

Teaching Note: Available

Structured Assignment: Available

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The turn of the 21st century saw a phenomenal increase in the Internet (Net) users across the world, with their number being pegged at 350 million, in 2003. Many companies began realising the potential of on-line advertising, which had the advantage of being cost effective while offering a global audience. The main forms of on-line advertising were affiliate marketing programmes and viral marketing. Surveys revealed that while the on-line ad spend in 2003 had increased by 4.8% over the previous year and was expected to continue over 2004-2005, spending on conventional advertising methods had registered a decline, with the on-line advertising eroding the market for the conventional media. With the advent of broadband and increased penetration of the Net across the world, the number of households shopping on the Net was estimated to reach 63 million by 2007. The stage was set for the rapid growth of on-line advertising.

Pedagogical Objectives:

    To gain an understanding of what online advertisement is, the different forms of online advertisement that are prevalent and the future growth opportunities for the Internet as a medium for advertisement.

Keywords : Marketing Strategies Case Study, Affiliate marketing, Viral marketing,, On-line ad spend, Conventional advertising, Search engines, Banner ads, Pop-up ads, E-mail,, Broadband, Internet users, On-line shopping, Benefits of on-line advertising


  • Conventional vs. Online advertising
  • Affiliate Marketing Program
  • Viral Marketing
  • Emerging Trends in Online advertising

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