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The importance of Internet advertising is being recognized in the advertising budgets of businesses around the globe. Many business executives who begin to build an Internet presence for their firm are surprised to learn that the effectiveness of their Internet presence requires that they advertise it. "Advertise your advertising?" Yes, advertise your advertising. Even if your site enjoys superior ranking in search engine results, those results alone are insufficient to help prospective clients find the site and then select it to explore.

When developing your advertising strategy, you will need to determine the objectives of your advertising campaign. The most common objectives for an online advertising campaign include:

• Building brand awareness
• Increasing website traffic
• Generating leads and sales

You have a number of choices to make, such as what type of advertising to use and where to advertise. These choices should be made based on your objectives. Examples:

• If your objective is to increase overall brand recognition, a nicely designed banner ad on one of the high-traffic search engines or online directories would be effective.
• If you would like to generate leads and find potential clients, then a more targeted approach should be taken, such as placing a banner ad on a high-traffic community information sites or industry-related directories that are frequently visited by your target market.