Web Advertising
It is questionable whether advertising on the Web is effective, researchers say. According to Natia Enligh and Michael Pierce, authors of “Advertising on the Web,” the Web has the ability to deliver a flow of information. “For advertisers especially, the Web has enormous potential, mainly because of its vast size and global reach. Today marketers and advertisers are wondering just how they can use the Web to have the greatest impact on consumers.”
Advertising on the Web is effective because it offers an extensive amount of information and is interactive. “Consumers can control the type of volume of information they get, in real time and with minimal effort. The Web has excellent potential to target common-interest groups nationally or across the world,” write Enligh and Pierce.
Forrester Research Inc. of Cambridge, Mass. says because of the high cost of computers and Internet access, households that are on-line are more educated and have higher income levels than average ones.
“Home Web users spend about four hours a week on-line. This means that they spend less time on other activities, particularly watching television. As a result, marketing strategies must integrate more mediums if they are to deliver a consistent message.” According to “Effective Internet Advertising Techniques,” (http://afgen.com/techniques.htm), these are some techniques to use when advertising on the Internet:
• Attract your reader with a catchy word or phrase right up front.
• Study other classifieds. If you see them repeatedly its because they work.
• Keep your classifieds brief and to the point, using phrases, not complete
sketches.
• Use simple words, not long ones. Don’t confuse the reader.
• Tell the reader exactly what they are getting.
• Don’t try to sell the product in a classified. Simply try to get interested people
to respond.
• Use energetic punctuation, such as exclamation points instead of periods.
The Internet is Different
Some experts believe reaching a younger target audience is effective for advertising on the Internet. “There are some sections of the population, such as young people and hobbyists, that you cannot reach with conventional media or whom it would be too expensive to reach with TV. The Internet is good mean to seek out niches,” says Andrew Rolf, creative director of Internet consultancy Hyperlink Interactive. (The Financial Times Limited-London)
On-line advertising works differently than other mediums. Customers are in charge; they have control of the “Back” button.
Is advertising the ultimate means to inform and help us in our everyday decision-making or is it just an excessively powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services they do not need? Consumers in the global village are exposed to increasing number of advertisement messages and spending for advertisements is increasing accordingly.
Emphasis should be placed on the website, as this is the critical destination which should be reached as a result of all successful marketing activity. The use of web based data can provide the basis of allocation of resources between earned, paid and owned media channels to achieve the optimum outcome.
Strengths Online advertising includes banner ads, email campaigns, and affiliate marketing (Berry, 2014). These advertisements can reach a wide range of audience at a lower cost than other communication venues, and is a powerful marketing source for any business. Television advertising can also reach a large audience, including the market of the competition.
This magnification in information technology and systems has coerced the way marketing is carried out in the world today. There are different ways to conduct advertising that was not there before. The online platforms have eased e-commerce and payments being made through the competitors. Therefore, a competitor may capitalize on the online platforms and succeed, but by so doing forget the people who use traditional methods of communication, such as television sets and newspapers. As a result, it necessitates for a more integrated approach to advertising. There is the need to account for every single user in the target market.
“Evidence about the effectiveness of this advertising has come mainly from industry reports. Five recent reports conclude that internet advertisements build brands (i.e., increase advertisement awareness, brand awareness, brand image, or intent to purchase). These studies suggest that size, use of interactive elements (such as flash or DHTML), and advertisement position increase branding” (Interactive Advertising Bureau, 2002).]
The digital information age has most certainly changed the face of our world. No matter where one looks, the effects of technological evolution can be seen. As recent as ten years ago, merchant companies were accustomed to using mass mailings, ad campaigns, and television commercials as their main form of advertising. Now, with e-commerce flourishing as strongly as ever over the Internet, these same merchants have a more powerful medium to utilize in advertising their products. In theory, there is nothing wrong with advertising fairly, honestly, and with the sole intent of selling products. Today, many of the advertisements on the Internet are not geared towards selling consumers honest and fair products. There are thousands of people who prey on the ignorant and computer illiterate. These advertisements are not always simply just on the Web, but they are in fact spread like wildfire to consumers through mass e-mailings.
A combined effect put up by marketing and the feedback by clients can be measured effectively and hence its impact on sales can be seen. This leads to the realization that advertising online cannot be left alone as a tool working in
After all, media marketing is very influential in the world of business and marketing. More and more business are working at creating a more well rounded inter-web advertisement scheme. Through the placement and strategic plan on making the ad and where to put it and how to make the ad stand out to the streamers on the websites the businesses ad is on. Media marketing will continue to grow and proceed as time progresses and more and more people gain access to the internet
Advertising is found everywhere. We encounter countless advertisements every year. It is often unknown to the consumer that they are being persuaded to purchase or use a product. This is where advertising becomes a skill. The goal is to target a specific consumer without the consumer being aware of what is happening.
The theme of advertising can be seen in many different parts of our daily lives and has a large effect on what we chose to buy and who we support forum a retail standpoint. There are many ways advertisers attempting to influence us in all types of consuming media, magazines, newspapers, video games, social media, movies and the list goes on. All these different forms of media are used to go after and push the viewer into some understanding of the product and convince them of something. Exploring one of theses disciplines of media, we will find this overarching theme just as, predominantly, personalised website advertisements are a good example to use for this. The use of this highly targeted media is done in such a way that is always compliments whatever you are looking at or might wish to look at and every ad company uses
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.
...As more and more marketers are getting into online advertisements that is way the trend of internet marketing is increasing rapidly. Marketers know very well that consumers spend more time on internet, so they started targeting internet users. (The economic times, 2004)
According to Barker and Angelopulo (2006:290) online advertising performs the same function online as advertising does in the physical marketplace. The primary goals are to create awareness, communicate benefits, promote trial and urge consumers to action. This means that the website can communicate information about products, prices and / or distribution.