The main objective of this Learning Unit is to understand how to promote online effectively, promotion elements, the function of banners and affiliate programmes.

Learning Unit Summary

With traditional mass media consumers are exposed to a barrage of commercials and advertisements and they have no option but to watch the entire advertisement, or change the channel or turn the page.

Consumers have no decision-making capacity here. In digital communication, the situation is reversed; consumers play the leading role.

They are the ones who decide what advertising to watch and how. That’s why it is essential to understand the basic principles of online promotion.

Traditional promotion concepts have to be transformed to make online business successful. In this unit we will look at the key features and examine the main techniques of online promotion.

Course Contents

  • Introduction
  • Banners
  • Traditionnal Promotion Concepts
  • Online Promotion
  • Affiliate Programmes


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