Advertising on the internet is steadily gaining in importance .1 Fritz, Wolfgang; Kempe, Michael; Hauser, André (2006): Werbewirkung von LayerAds: Ergebnisse eines Online-Experiments. Braunschweig 2006. It is highly capable of dialogue2 Fritz, Wolfgang (2005): Tendenzen im Internet-Marketing 1995 - 2005. Braunschweig2005. , allows a significant reduction in scattering losses3 Riemer, Kai; Totz, Carsten (2005): Der Onlinemarketingmix - Maßnahmen zurUmsetzung von Internetstrategien. Münster 2005. and offers a wide range of design options.2 Fritz, Wolfgang (2005): Tendenzen im Internet-Marketing 1995 - 2005. Braunschweig2005. Furthermore, online advertising allows for rapid adjustments and comprehensive monitoring of advertising activities. The following section briefly explains the management processes of strategic and operational communication policy, outlining the specific characteristics of online communication for each process.

Communication policy is defined as “an expression of a company’s decision regarding the use of the right means to publicize its product and service offerings and to motivate users to make purchases ” 5 Theis, Hans-Joachim (2007): Erfolgreiche Strategien und Instrumente inHandelsmarketing // Erfolgreiche Strategien und Instrumente im Handelsmarketing. 2.Aufl. Frankfurt am Main 2007. . Communication design generally refers to all measures that serve the company’s communication with its various stakeholders.