This document discusses the benefits of online advertising. It explains that online advertising allows for better targeting of ads to specific audiences, more accurate measurement of return on investment, and less wasted spending. It also notes that online advertising enables user engagement, immediate response to customers, and tailoring of messages. The document provides examples of advertising methods like search engine marketing, social media marketing, email marketing, and affiliate marketing. It concludes with two case studies on how Nike and Dell successfully used these online advertising strategies.