1. Empire magazine is monthly film magazine, which specialises in providing movie
reviews and entertainment news. Empire is one of the leading magazine publications
in the UK and Ireland. Visit www.empireonline.co.uk. Visit: http://www.empireonline.co.uk Questions: What are the objectives of Empire’s online strategy? Discuss Empire online marketing mix. Do you believe their online marketing mix to be effective? Explain your reasoning. Why does Empire provide film information online for free when the company charges
for its magazine edition? Will this alienate readers of their magazine? 2. Banner advertising was seen as the future of advertising, because of its accountability
and the popularity of the Internet, during the dot com boom. Many Internet
companies based their future revenue earning projections on the success of banner
advertising. However this has proved to be a false dawn, as banner ads had
miniscule click-through rates and marketing managers questioned their communication
effectiveness and their level of marketing investment for the medium. In response
to this growing apathy, Internet advertisers have developed new forms of Internet
advertising, utilising newer technology. Examine the following websites. Visit: www.unicast.com www.eyeblaster.com Questions: Discuss whether these new forms of Internet advertising will be effective. Discuss what you believe to be effective Internet advertising and what can
be realistically expected of Internet advertising. What are the advantages and disadvantages associated with Internet advertising,
compared to other traditional promotional tools? . What is the future for Internet advertising? | 
2002 A McGraw-Hill Online Learning Centre