Sponsorships - Another common form of advertising is
sponsorships. There are two types of sponsorships. Regular
sponsorships occur when a company pays to sponsor a section
of a site. A more involved agreement is the content
sponsorship, in which the sponsor not only provides dollars in
return for name association but participates in providing the
content itself. In some cases, the site is responsible for
providing content and having it approved by the sponsor; in
other instances, the sponsor may contribute all or part of the
content. Due in part to the lack of effectiveness of banner ads,
sponsorships have been increasing in popularity (Milton &
Westphal, 2005).