E-Commerce

Chapter 15: Advertising for E-Commerce

Chapter Objectives



  • Recognize why branding is important to a company and its products.

  • See how businesses strive to get customers to make purchases on their Web sites.

  • Know why dynamic content is important to a Web site’s appeal.

  • Learn how and why businesses assess traffic at their sites.

  • Understand why advertising is important for a successful Web site.

  • Determine which strategies and techniques companies use to advertise their products and services on the Internet.

  • Identify why some types of online advertising can turn off potential customers.
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