IQ News: Analysis - The Halo Effect

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When an advertiser wants to reach its target audience on the Internet, sponsoring content on Web sites has become the hot ad vehicle du jour. But will users really want to hear a word from their sponsors?
Is an online sponsorship an elegant, subtle way to promote a company’s brand and message or is the newly hot-again marketing scheme simply an insidious, exploitative way to gain access into a user’s cerebellum? According to the online companies (and many experts) who deal with online sponsorships programs, the answer is “a little of both.”
Indeed, as marketers...

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