Digital Commons Network^™

The Efficacy Of Online Advertising Modalities: A Prescriptive Model, Marissa Suehiro

CMC Senior Theses

With the surge of technological advancements in the 21^st century, online advertising and marketing has transformed into a multi billion-dollar industry. Nowadays, it is very likely that a company’s success is dependent on the effectiveness of its online marketing strategy. When developing an advertising plan, companies must decide what their unique advertising needs are and use appropriate advertising formats that are most effective in achieving them. Unfortunately, companies often have very little guidance about how to choose modalities for specific advertising goals. The purpose of this paper is to examine the six most widely used online advertising modalities and …