Advertising for Online Businesses
The internet is a huge business and its constant and significant
growth attracts more and more businesses to be online. In 2004, online
sales reached $117 billion (www.comscore.com with more than 812
million internet users (www.internetworldstats.com/stats.htm). All
these internet users are potential customers and it is essential to
exploit such an opportunity.
However promotion is crucial, not only to increase traffic. A basic
principle is: if people do not know you, they can not buy anything
from you. With the incredible increase in the number of existing
websites, it is likely that you may not be noticed. The internet not
only gives you the opportunity to sell online, it also enables to
advertise online and the advantages are numerous. However, there is a
trend to forget offline advertising and its benefits as it is
generally more expensive, indeed not affordable, especially for small
businesses.
This paper deals with the importance of integrating both online and
offline advertising when running an online business in order to run an
effective campaign which will generate traffic, sales and increase
profits. It first briefly describes what is considered as online and
offline advertising and then goes on to discuss the importance of
combining the two methods.
Online advertising corresponds to advertising done on the web or
through emails. It consists of search engines and directories,
banners, pop-up, emails, newsgroups, affiliate programmes, viral
marketing and the content of the websites. Some of these elements
exist with variations. For instance, banners can be static, animated
o...
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...networldstats.com/articles/art044.htm
* www.leveltendesign.com/kb/articles/blending_online_offline_promotions.php
* www.paynetsystems.com/blog/2004/12/offline-advertising-strategies.html
* www.successfuloffice.com/dont-forget-about-offline-advertising.htm
* www.thinkmetrics.com/comparing-online-and-offline-marketing.php
* www.webpronews.com/ebusiness/smallbusiness/wpn-2-20021226OnlinevsOfflineAdvertising.html
Book
· Wright, R. (2003) The Ultimate Dictionary of Business and Marketing,
London, Earlybrave Publications Ltd
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[1] Direct-Response Advertising - talking directly to the customers by
TV, radio, mail, the internet, telephone and inviting a response
(Wright, R. (2003) The Ultimate Dictionary of Business and Marketing.
Direct-to-consumer (DTC) advertising refers to one of the marketing strategies in a pharmaceutical industry. As pharmaceutical products directly affect people's lives and health, many industrialized countries ban DTC advertisements; the United States and New Zealand are the only industrialized countries that allow DTC advertising of prescription medicines. However, there is a controversy over whether DTC advertising, as one of the most effective forms of mass communication, should be more regulated than it is now. This debate is ongoing. This research argument, however, contends that people need stronger regulations against many DTC advertisements in the pharmaceutical industry because they are usually manipulative and misleading to people.
Advertising is a form of marketing communication used to promote or sell something. Advertisement, regardless online or offline, if they don’t catch your attention within seconds they are considered failed. The more appeals in an ad the more likely the buyer will connect with the product.
Kotler, P., Keller, K.L. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
There is a continuing need and demand for legal services that are accessible to the public, and in order for information about legal services to reach these people then it is necessary that legal professionals be able to advertise in some way. The ABA Model Rules have specific guidelines concerning how advertising legal services should be handled, and each state had adopted laws that follow these in some way or another. Understanding these guidelines and knowing state laws that regulate advertising legal services is necessary for all legal professionals so that their services are offered to the public while working withing the boundaries of the law. The unit six seminar discusses what legal advertising and solicitation is, the difference between the two, and the guidelines for legally advertising as a legal professional.
Internet advertising is at an all time high, and consumers are attracted to products that they can get more information on over the Internet. Also, "buzz" promotion can be created efficiently via Internet.
Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
Advertisements clutter modern day society. It seems as if on every street corner, website, television show, magazine, or even car window, someone somewhere is trying to sell you something. Whether it be a product, a service, or an idea, businesses ploy manipulative and deceitful marketing schemes in order to persuade consumers into buying whatever they have to sell. While mass spread of these advertisements can be conducive to economic growth and possibly have other indirectly beneficial effects, there are a vast amount of advertisements that are sending destructive messages to the general public, as well as to the younger population of people. Harmful products such as tobacco, alcohol, fast food, or even potentially pharmaceutical medicines can be glorified, and encouraged for consumption. The negative effects these products can have are well documented, and it is concerning whether these advertisements should be more strictly regulated or banned from public display. Beyond physical harm, many advertisements can capitalize on the insecurities of vulnerable individuals, and can have a wide array of negative psychological effects including causing people to create a skewed body image of themselves, develop eating disorders, and even cause or worsen depression and anxiety. Many advertisements target children due to their innate vulnerability and innocence, generally preventing them from making sound judgments. While there are already many laws around the world regarding the restrictions placed on false advertising, censorship, and many other things, it could be argued that there are still a lot of negative outcomes from advertising, and stricter regulation is necessary.
Kotler, J., & Keller, K. (2012). A framework for marketing management. Essex: Pearson Education Ltd.
Internet Affiliate Marketing In the early days of ecommerce, businesses set up their site, bought a domain name, placed banner ads and hoped for the best: press coverage, word of mouth, banner ad click-throughs and eventually a closed sale. Life got more complicated quickly as banner ads proliferated and people managed to ignore them with increasing skill. Internet marketers thus had to become more savvy, and the affiliate model was introduced. The model: get other sites to reference your site and increase traffic and sales with “a little help from your friends.”
Digital marketing is a growing field that “promotes products or brands via one or more forms of electronic media.” Examples of “advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels” (businessdictionary.com) This method of advertisement makes a digital marketing analyst necessary to help navigate a company through the proper marketing channels.
The Internet is rapidly becoming widespread and widely used as a tool for globalization across the world. As the Internet became more easily accessible by most people in the world, the web is bringing significant implications and changes to the way we live, including the way we shop. There is a rapid growth with e-commerce and moving businesses onto the web and retail success is no longer about stores and shopping centers. In developed countries, about two thirds of the population have access to the Internet making the option of online shopping is easily accessible to most people (Valerio). With the ease of shopping in your own home there are many benefits of doing your shopping online. Consumers can easily compare prices online, there is a larger range of products on the web, you can save time by having your shopping delivered right to your doorstep and it also overcomes physical barriers. Over the last decade online shopping has challenged and replaced the traditional means of physically going into shops as the digital world has provided customers with further convenience, flexibility and comfort from shopping from your own home.
The Information revolution is changing our daily lives. With the rapid development of computers and the internet, online commerce has become quite common and plays an important role in the modern world. Online business has been booming in recent years. US online retail sales rose an average of 11% in the first three months of 2009 (“US Online Sales Up,” 2009). The growth of online sales may be due to the growing number of consumers who shop online.
Kotler, P., & Keller, K. (2012). A Framework for Marketing Management (Fifth ed.). Harlow: Pearson Education Limited.
Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.
The high take-up of the Internet leads to variety of opportunities in front of companies. People are more online than ever. They spend many hours each day on Social Networks such as Facebook and Google+. It is no wonder that buying and selling can now be done in a more convenient way. Although traditional shopping is still thriving, online shopping can be an alternative for people wanting to save time and money. If a certain customer plan to go shopping, it could be stressful and also be time consuming. E-business has made shopping or any kind of transactions online much easier and convenient. It introduces new facilities, opportunities and way of shopping for both vendors and customers.