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Chapter 12. Advertising > Do it, Mix it, and Maintain it

Do it, Mix it, and Maintain it

Cyberspace is already crowded, and it isn't going to get any easier to rise above the din. Not only are Web stores seeing more direct competitors, but the sheer volume of sites vying for attention makes it difficult to make an impact. Good promotion will only take many sites so far. That is where advertising comes into play.

Don't put all of your advertising eggs in one basket. Not everyone uses the same search engine (even though the most-used, Yahoo, is regularly used by an estimated 45 percent of the Web's population) and there are plenty of useful, non-Internet advertising media. Successful advertising campaigns are often intermedia in nature, combining ads on a variety of sites, search engines, and non-Internet print and broadcast sources to create a highly vis ible mix.


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