Many online advertising options exist, including sponsorship, pop-up and pop-under ads, email communication, rich media/video and audio, corporate Web sites, virtual malls, widgets, and Web sites featuring virtual worlds, video games, and social media.

Examine the digital campaigns of Old Spice, Aeropostale, Zappos, and Starbucks. Then write a four- to five-page paper that answers the following questions:

• Which campaign does the best job of establishing sustained interaction with customers?

• What features does each campaign use to hold consumers’ interest?

• How might one of these brands use social networking tools to develop a long-lasting brand community?