Banner Ads

I recently read an article through Infortrac called, “Coca-cola’s no-brainer still reinforces brand.” With in this short article they take note that with in the our global marketplace it is harder for smaller companies such as a dot.com to display a banner ad to their consumers through the use of the internet without having to explain who they are and what they do. On the other hand Brand companies such as Coca-cola, GM, McDonalds, and Nike, can all easily displace a small banner ad, or their logo with in a webpage and consumers automatically recognize the ad and what it stands for.

Therefore, after reading this article it made me stop and think about how cost effective it it really is for a smaller non-branded company to use internet banner ads as part of their advertising scheme. Do you feel that banner ads are effective regardless of the size and brand of the company using them? Furthermore, do you think that Coca-cola sees a larger increase in profits versus a smaller company who is doing the same type of advertising? What are other types of was to advertise over the internet that would allow a small-medium size company to compete on the same advertising scale as a branded company like Coca-cola?