7. INTEGRATED AD PACKAGES

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Uploaded by on Dec 29, 2007

Recommendation 7 of 12 for Business Marketers

Recognize that well-crafted white papers, case studies and informational "sponsored editorial" will consistently outperform banner ads and sponsored links for initial click-through response. However, white papers used without companion banner ads and sponsored text links are likely to be read and saved but not recalled or acted upon. A carefully integrated "package" of sponsored editorials + banner ads + sponsored links will outperform the use of any advertising unit individually.

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