INTERNET AS
AN ADVERTISING MEDIA
BY
SMART
LEARNING WAY
CONTENTS
1) WHAT
IS INTERNET?
2) DEFINITION
3) INTRODUCTION
4)
INTERNET AS AN ADVERTISING MEDIA
5) TYPES
OF ADVERTISING MEDIA
6) IMPORTANCE
7) FEATURES
8) ADVANTAGES& DIS ADVANTAGES
9) CONCLUSION
10) BIBLIOGRAPHY
WHAT IS INTERNET?
A global network connecting millions of
computers. More than 100 countries are linked into exchanges of data, news and
opinions. Internet is a global collection of computers connected to one other.
This global network links thousands of
computers at universities, research institutions, government agencies and
business houses throughout the world. Using a small PC at your home and
telephone connection, you can reach anywhere in the world through Internet. Each
computer connected to internet can communicate with the other computers.
You can send or receive messages or retrieve
information. Messages or information sent or received on internet is in the
form of files. To exchange information on internet, the computers connected to
internet must be able to communicate with one another.
DEFINITION
The institute of practitioners in advertising
definition says:
“Advertising presents the most persuasive possible selling message to
the right prospects for the product or service at the lowest possible cost.”
Introduction
“The caterpillar does all the work but the
butterfly gets all the publicity” -George Carlin
Advertising is a form of communication used to
influence individuals to purchase products or services or support political
candidates or ideas. Frequently it communicates a message that includes the
name of the product or service and how that product or service could
potentially benefit the consumer.
Advertising often attempts to persuade
potential customers to purchase or to consume a particular brand of product or
service. Modern advertising developed with the rise of mass production in the
late 19th and early 20th centuries.
Many small business owners fail to start an
online business properly. Although they have nicely designed websites and great
offers, they never sell something. Why? Because without advertising, a brand
will never be recognized. Advertising on internet is the key.
Nothing
will happen if you will only upload your offer on a website. It is wrong to sit
back and wait to see the results, because at this point you have zero
visibility.
Without advertising on internet, even if your store (for example)
will be placed on a crowded street, you will still have clients from that area
only, but if you will also start to sell goods from your store via your
website, your business will have potential customers all over the world.
Advertising on internet is very cheap, and
everyone can learn how to use cheap internet advertising techniques to promote
their business online.
Advertising is the insertion or presentation
of a promotional message or media content to one or more potential customers.
The key types of cable television advertising include linear advertising
(network advertising and local advertising) on demand advertising, enhanced
advertising, and Interactive advertising.
Company spending on advertising in all forms
of media (television, radio, magazines, and Internet) increases each year with
the gross national product (GNP).
However, the percentage of advertising spent
on traditional broadcast television is declining. At the same time, the
percentage spent on measurable Internet advertising is increasing.
Advertising is the promotion of a product or
service and is extremely pervasive in contemporary society. To maximize sales,
companies will pay a premium for wide exposure through the mass media.
Advertising space is common, but not
restricted to these realms; billboards, public transportation, movies (product
placement), schools, clothing, even bathroom stalls carry ads and the industry
is constantly finding new ways to advertise.
Internet marketing, also referred to as
i-marketing, web-marketing, online-marketing or e-Marketing, is the marketing
of products or services over the Internet.
Internet as an advertising media
Advertising has come a long way today. More
and more new medium is being explored each day to make a successful ad
campaign. Internet that has in recent times picked up as an advertising medium
in no time has become the favorite of the advertiser.
Internet not only helps
capture maximum audience but also broadens the exposure. Internet today,
undoubtedly is one of the best mediums for brand promotion and advertising.
Internet as an advertising medium is versatile
and this is it where it sands apart from the conventional advertising medium.
It is a highly flexible medium that allows you to make changes during the
course of the campaign as and when required without incurring much additional
cost.
This makes internet all the more important in a country like India where
the business scenario is highly dynamic and changes with each passing day.
Online media advertising allows you to make changes as and when required to
meet the latest demands of the market.
Internet advertising is on an all time boom
and is bound to take Indian advertising on an all-new level. If we are to
believe the results of a latest research facts show that that approximately 30
million dollar is solely generated by online advertising. Going by this fact
one can have an idea of the immense potential of advertising medium Internet
and the future of online advertising.
Further statistics reveal that advertising
media Internet is likely to touch 57 million in 2006-2007. The main strength of
Internet as an advertising medium is its ability to reach out to a vast
audience at one go.
Internet advertising is also not bound by limitations such
as time and accessibility as one can surf the net at any time of the day making
your advertisement available 24*7 unlike television ads to which the viewers
can’t go back or the newspaper ads that go in the waste once they are read in
the morning.
So if you are looking for Internet advertising
as an option then there should be no looking back for you. Be ready to climb
the ladder of success with this highly beneficial medium.
TYPES OF ADVERTISING MEDIA
'The media' refers to the different channels
we use to communicate information in the everyday world. 'Media' is the plural
of medium (of communication), and the main media are :
1. Internet
2. Radio
3. Film
4. Television
5. Magazines
6. Advertising
7. Newspapers
8. Pop music
IMPORTANCE
As we progress into the 21st century,
communications are becoming faster and faster. Think of the millions of
different media images you are bombarded with every day. It is as important now
to be able to read and make sense of those images, as it has been to be able to
read ordinary text.
If you do not know how to read the messages coming at you
from TV, the Internet, advertising etc, then you may become very lost in the
modern world. You also need to have a good idea of how those messages are made,
and who is making them, so that you may quickly become aware if someone (or
some corporation!) is trying to manipulate your thoughts and feelings.
Media Studies is also about appreciating the
skill and creativity which goes into the production of media texts. Just as
analyzing the different techniques used in the creation of a poem or novel
helps you appreciate the talent of the writer, so does learning about media
techniques help you appreciate value the skill with words and pictures that the
creators of a media text must possess.
Internet advertising encompasses any form of
commercial content available on the Internet that is for businesses to inform
consumers about a product or service. This may include banner advertisements,
e-mail advertisements, and organizational Web sites, all of which supply some
information about a company and its products.
Media Studies also deals with the very latest
ideas - which is why you need a website to help you study it. Although you do
need to have some understanding of the history of media (particularly how new
technological developments have changed things), the focus of your studies is
what is happening right now, buzzing round the airwaves of the globe.
The Internet represents one of the potentially
most powerful advertising mediums in the world. The Internet has grown in
popularity as an advertising medium because, among other things, it allows
24-hour interactivity between the advertiser and customer.
FEATURES
In India, Internet has seen a phenomenal and
exponential growth and today the country boasts of more than 28 million
internet users and this figure is expected to touch 100 million by the year
2007.
As per recent studies - out of this 28 million
internet users - nearly 85 percent users belong to the age group of 15-25 years
and a majority of them are students who use it for obtaining diverse kinds of
information.
An expansion of internet and information
technology has been witnessed and education related activities are already
taking a major leap forward. It has opened up the fastest way of communication
and has also become one of the cheapest available means of dissemination of all
possible information and reaching out to people.
Educational Institutes and service providers
need to reach a particular audience or target groups i.e., students and those
seeking professional enhancements for programs and initiatives undertaken by
them.
It is very likely that every student in India
who is interested in IT will be equally interested in Internet also. He will
use it as an important tool for getting the desired information.
Advertising in the print media was a
conventional tool, highly effective when Internet was not available. The print
media has lots of limitations as compared to a medium like the Internet.
Even
the print media or the most known newspapers have dedicated sections for
Education, Careers, IT as they also recognize the importance of addressing the
particular user groups.
ADVANTAGES
1)
Low-Cost
Even if the Internet ad can be displayed as
very comprehensive compared to other media, it is definitely much cheaper than
most. Internet Ad Packages are offered as low as $ 10.00 for a period of one
month, or by a set amount of "hits", depending on the advertiser you
go with.
2) The presentation to the market
If your product / service are aimed at the
younger generation or the corporate world, Internet advertisements would be
best because they are already hooked into the net, surfing websites. A few of
these pages that you have your ad on, could give you a link to your own website
as well. Result, a greater number of "hits" on your website!
3) Relatively trouble-free
Everything you really need is a PC, some
knowledge and ideas for designing your site, then search for the best Internet
ad package for your advertising needs and budgets, choose from a variety of
advertisement ways like Banner Ads, text ads; whether you want to work with
pop-ups or pop-under, etc. All from the comfort of your home!
4)Update ads Unlike TV commercials,
which must be periodically updated, your Internet ads could go for some
time without change. If they need updating, the amendment of the site or your
ad is usually a very simple matter that can be done quickly and easily.
DISADVANTAGES
1)Scope
It is a "limited" market that can be
conquered, if you only use the Internet for advertising display. While more and
more people every day are now into the use of technology and surfing the World
Wide Web there are quite a few of the average consumers out there that are
still on the older forms of advertising as a means to gather information on
certain products and services. Fortunately for us Internet Advertisers that are
changing quickly in our favor and this will soon no longer be an issue.
2) Additional costs
If you decide to rent the help of a
professional, a freelancer or a company for the production of your site and /or
advertising for your product or service, of course it costs more than if you
did it yourself. While the costs can advance an initial disadvantage, the
results in the long term may in fact be very beneficial if you have the right
people to work with.
CONCLUSION
One recent medium that has gained worldwide
attention is the internet. Unlike other media, the internet is global in nature,
creating both worldwide opportunities and problems.
The
Internet has brought media to a global audience. The interactive nature of
Internet marketing in terms of providing instant responses and eliciting
responses are the unique qualities of the medium. Internet marketing is
sometimes considered to be broad in scope because it not only refers to
marketing on the Internet, but also includes marketing done via e-mail and
wireless media. Management of digital customer data and electronic customer
relationship management (ECRM) systems are also often grouped together under
internet marketing.
The
internet is a global web of computer network that has made instantaneous end
decentralized global communication possible. Internet usage has surged with the
recent development of the user-friendly world wide web and web browser software
such as Netscape Navigator and Microsoft internet explorer.
The internet itself is free, though individual
users need to pay and internet service provide to be hooked up to it.
BIBLIOGRAPHY
1. Advertising
- Frank Jerkins
Revised by Daniel Yadin
2. International marketing analysis &
strategy
- Sak Onkvisit – John J. Shaw
3.
Principles of management
- Philip Kotler
4. Marketing management
- Douglas J. Dalrymple
- Leonard J. Persons
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