Brand Advertising web sites remain the only integrated Internet advertising format that enables under circumstances complete fulfilment of the marketing communication model. Companies communicate advertising content while consumers communicate feedback. It is vital that this conversation falls under specific relationship marketing strategy. At present, most corporate and product-based advertising web sites incorporate multiple features and functions to enable company-to-consumer interaction and enhance relationship building by providing entertainment or advanced customer support services. In this setting, important questions concerning the establishment and performance of brand advertising web sites are raised: How do online consumers perceive specific factors and dimensions related to relationship marketing? Do relationship marketing components contribute to intermediate advertising effects such as “attitude toward the site”? A conceptual framework based on a relationship marketing approach is introduced and empirically applied to specific sites stimuli. The proposed framework focuses on three core relationship marketing factors: communication, feedback and customer support. An analysis of data based on primary research investigates consumers’ behaviour and requirements towards the qualitative factors in question. Multivariate Correspondence Analysis is used to identify factors’ impact on specific advertising effects. Results provide insights on consumers’ use and intended use with regards to specific functions that most sites integrate. Also, it is evident that brand corporate or product-based advertising web sites when fulfilling consumers’ needs, could operate as integrated relationship marketing mediums.