The development and the status of online advertising
Nowadays, new media has become an indispensable and inevitable way in people’s daily life. Because of this situation, network, which is the main channel in new media period, could be seemed as a new competitive market especially in commercial advertising.
Commercial advertising is the main type of advertising in mass media in recent years which has a long history to form. According to the McFall’s remark, he noticed that there are two main factors to lead to commercial advertising’s development. First, Morris mentioned as the development of production and consumption, “ the predominant tendency in cultural studies has been to treat the various activities around production as ‘known’, while those centered on consumption have been understood as ‘enigmatic’ and worthy of sustained analysis”. What is more, advertising located among “the realm of production and the realm of consumption”. Commercial advertising has its own value and evaluation standard. These two changes could be seemed as the evolution of advertising with an unique and ongoing capacity. (McFall, 2004) However, “the internet is the latest developed electronic mass medium of the 20th century. It is a decentralized, internationally operating network of computers that share a communication protocol which facilitates the exchange of information (Janoschaka, 2004).” Online commercial advertising plays an active role in new media area in generally. According to the research of an advertising agency, in America the total amount of online advertising investment was 50 millions in 1995, while it witnessed a sharp increase from 50millions to 4.62billions in 1999. Nowadays, network advertising has already become one of the ...
... middle of paper ...
...is the second online advertising injected company in China and the biggest in the world. (PC advertising ranking, 2011) However, Dell also had an embarrassed and difficult time about their online advertising in the past few years. After Michael Dell came back to Dell to replace Kevin Rollins as CEO, a series of measures started including choosing international advertising giant WPP as their advertising agency. After that, Dell and WPP spent $4.5 billion to create a single agency which is called “Enfatico” to handle Dell’s worldwide marketing services in 2007”. But they failed at last, so WPP folded the Dell-focused agency Enfatico into its Y&R brands after only 16 months in 2009. Enfatico did not help Dell improve their sales a lot in those days. However, Dell coped with this challenge and take effective measures with WPP together to solve this problem well.
Dell Inc. is a large multi-national company which develops, manufactures, distributes, repairs and supports electronics, computers and computer related products and services. The company is among the largest technological corporation across the world. It is characterized by highly innovative and creative products. Its services and products are known for high quality and high level of customer satisfaction. This paper outlines a promotional plan for Dell inc. the costed multi-media promotional plan is designed to achieve specific marketing strategy for the organization as will be outlined in this paper.
Shah, Anup. “Media and Advertising.” Global Issues, Updated: 26 January 2008. Accessed: 17 July 2010.
In today's society, we as consumers are exposed to media on a daily basis. Beginning the day with a glance at the daily newspaper and finishing the evening with a television program, the average person cannot escape the clutches of the media in its seemingly endless forms. Along with presenting objective information that includes local news, weather, and sports, a main function of modern media is advertising.
Global companies play an important role in the business environment, because they connect their business together around the world. A good example of a global company is Dell Inc., an American computer-hardware company, headquartered in Austin Texas, which develops, manufactures, sells and supports a wide range of personal computers, servers, data storage devices, network switches, personal digital assistants (PDAs), software, computer peripherals, and more. They design, build and customize products and services to satisfy a range of customer requirements: from the server, storage and Premier Services needs of the largest global corporations, to those of consumers at home. According to the Fortune 500 2006 list, Dell ranks as the 25th-largest company in the United States by revenue.
media is seen by Marketers today as a great opportunity to boost market share figures. Marketers are only too happy
It also includes examination of the theoretical and empirical studies in the field of advertising. Books, research papers, articles, reports, thesis etc. were systematically studied to develop the following review of literature. The review included extensive use of Proquest, Google scholar, Inflibnet and IIM- A library. The review of theoretical literature and empirical literature helped develop the below mentioned conceptual framework. This structure underlines the sequence of steps, which were undertaken for the review of literature. The first step was to understand the concept of advertising. The second step focused on understanding the effects of advertising. Scan of literature helped in identify the types of effects advertisements are known to create. The third step involved understanding the extent to which organisations are committing their resources to advertising. As logic dictates that measurement of effectiveness is more significant where the resources committed are more, the final step involved study of effectiveness measures.
Advertising has been round for centuries; starting with print ads, then evolving into radio and TV adverts. Each form of advertisement requires several different strategies in order to make the advertisement effective and appealing to the consumer. With the ever popular rising of the usage of the internet, online advertisements have also become more popular. According to Dr. David Evans, who received his Ph.D. in Economics, e-commerce, or sales processed online, were equal to 34 billion dollars as of 2008. (Evans, 2) This amount has only grown and will continue to grow as the usage of the internet becomes more and more popular. The heart around this monumental sum of revenue is online advertising. Advertising agencies optimize their online
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
Technological advancements have changed our culture in many ways, even having it’s personal effect on advertising. With the invention...
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
Dell’s initial competitive strategy, when it was founded in 1984 by Michael Dell, was to focus mainly on differentiation. Its strategy was to sell customised personal computer systems directly to customers, which was a rapidly emerging market at that time (1). This was done by targeting second-time customers, those that already understand computers and know what they wanted. Meanwhile other companies at the time was selling “’plain brown wrapper’ computers” (2). By offering customisations, Dell gained a better understanding of customers’ needs and wants. This helped the organisation position itself differently against the more popular brands, such as Compaq and IBM.
Technologies are increasing rapidly and shaping not only the traditional marketing but internet marketing as well. That is why marketers are facing a great global competition in terms of modern marketing. Marketers should know this thing that new technologies can help them by making their work simple, so they should shift to latest technologies and some new things. Business gets success when it comes with something new and interesting. That is why marketers must change their strategies as the tradition, trend, and environment changes. When we talk about changes and technologies, we can’t forget viral marketing, which is a form of fresh marketing. Many advertisers and companies are moving towards it. (H.B Klopper, 2002)
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.
Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005