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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Text Ads

The term text ad is a broadly reaching term that refers to any ad that isn’t a banner or a button. There is no standard size or length for text ads. They come in all shapes and sizes depending on what site it is being placed on. Sometimes text ads even incorporate a graphic of some sort along with the text. The primary distinction between a banner or button and a text ad is that a text ad isn’t one solid graphic file. A banner or a button often contains text, but that text is part of a solid graphic file that someone created with an image editor. A text file just slaps regular old text and perhaps a picture into a space on a web page. Usually, the advertiser has less say in the layout of text ads versus banner or button ads. While utilized much less because there isn’t an established set of standard parameters, it is important to note that, all else being equal, text ads are widely considered to be much more effective than banner ads.

>> Product Placements & Directory Placements

Authored in 2001 by Stephan Aarstol
while Director of Business Development