...Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future. Nowadays advertising has become a part of our everyday life. It seems like anywhere you look there is an advertisement. You can find it on metrocards, milk containers, drink bottles, highway billboards, train stations, sides of buses and taxis. It is also common to encounter advertising in such traditional media as television, magazines, newspapers and radio. Lately the internet is becoming more and more important medium for advertisers. The history of advertising has long roots. The early advertising had a form of word of mouth and simple flyers/posters. With recent developments in technology the advertising procedure moved up to using the radio to help capture a bigger audience. Television provided for even bigger audience so advertisers are still using TV as a medium for their products. Lately companies started to realize the tremendous amount of traffic that is generated by the Internet. With the tremendous amount of users that increase hourly there is now no doubt that the Internet is the biggest gold rush of our lifetime. Internet operates on a set of technical protocols that enable people from around the world to access and exchanged information using tools such as e-mail, chat rooms, blogs and so on. Internet began as a project of the U.S. military, which wanted a communication system that was strong and non-centralized...
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...Advertising & the Internet The Internet has revolutionized the world in many ways, including the method in which companies promote their products. With its low-cost advertising and abundance of e-commerce through the Internet, many companies have benefited with the reduction in their marketing and advertising costs. Although in the U.S. Internet advertising revenues for the first half of 2009 declined by 5.3% from the previous year, interactive marketing is still one of the advertising sectors that have been the least affected by the economic downturn (www.iab.net). There are many different types of advertising including ad insertions, banner ads, Social network advertising, compensation advertising, blogs, cookies, and spam. Display ads, classified ads, and search engine ads are three advertising categories created by the Internet over the past decade. The flexibility and ease of access of the Internet has made it a target for many companies for Internet advertising. There is a greater range in which advertisers can reach their target markets by advertising through the Internet. The Internet spans the globe, which means that targeted markets can be exposed to the advertisements at once, rather than needing to advertise in different newspapers, television stations, and radio stations. Traditional television advertisements require periodic updating while an Internet advertisement may be updated less frequently. The ease of updating or changing an ad also increases the...
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...into the Internet, and more signing on every day, information that is printed online is viewed by a massive number of consumers. This large number of potential consumers has fueled the motivation for advertising agencies and companies to post ads online. This paper examines how the internet community is continually growing and how companies are taking advantage of this growth and utilizing the internet as a medium to advertise. It looks at how through the variety of mediums available, companies can reach a greater customer base than they would have reached through using traditional media, such as television or newspaper. It discusses how, the potential exists for internet advertising to be the primary means of advertising and how, as the technology continues to be enhanced coupled with the internet's accessibility and mobility, we will most likely see more companies utilizing internet advertising as the preferred medium to potential customers and investors. Introduction Internet Advertising is the way of the future and it is very evident since many companies and businesses have their own web sites and advertisements are located all over the World Wide Web. The Internet or World Wide Web is quickly becoming the most effective way for a business to advertise their products or services to customers. Web sites such as search engines or small sites that sell advertisement space for sponsoring are profiting highly from the increase of advertising on the Internet (Afuah...
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...How to advertise on the InternetFor Growing Business http://www.crecenegocios.com/como-hacer-publicidad-en-internet/ Internet advertising, also known as online advertising or online advertising, is a type of advertising that has as medium or communication channel Internet. Internet advertising allows us to introduce our brand, product or service and persuade your purchase, consumption or use, millions of people located around the world, 24 hours a day, 365 days a year. But in addition to its broad scope, several other the advantages of advertising on the Internet , among which are: its high effectiveness : mainly because it allows us to specify the type of audience to which to direct our ads. its low cost : use a medium or design a banner usually does not involve higher costs. ease of use : Use a...
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..."DIFFERENCE BETWEEN INTERNET ADVERTISEMENT AND TV ADVERTISEMENT IN BUILDING STRONG BRANDS" WHAT IS A BRAND? According to Rita Clifton, CEO of Interbrand Newell and Sorrell - a leading specialist brand consultancy firm - a brand is: "A mixture of tangible and intangible attributes, symbolized in a trademark, which, if properly managed, creates influence and generates value" This definition truly captures the essence of a brand, and highlights the importance of brand management. Branding is about creating 'value', both for customers, and for the company. This value stems from the products and services that companies create and bring to the market, but extends further to encompass added values derived from factors such as the brand-customer relationship, the brand's emotional benefits and its self-expressive benefits. Other common descriptions of a brand include - a 'relationship', a 'reputation', a 'set of expectations', and a 'promise'. It is a company's promise to consistently deliver a specific set of features, benefits, and services to customers. Brands are richly endowed entities. They start life as ideas, making their way into planning and strategy documents, yet ultimately reside as consumer perceptions. For some companies, brands are their most valuable asset. The space a brand occupies inside a customer's head can create a 'mental' patent, which grows out of the cumulative memory and the experiences customers have of products or services. As...
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...in this reading brief paper,“ The Effect Of Banner Advertising on Internet Purchasing ” investigated the relationship between banner advertising and purchasing patterns on the internet. The authors used a behavioral database that consists of customer purchases at a Web site and individual advertising exposure. The authors measure the impression of banner advertising on current customers’ probability of repurchase while accounting for duration dependence. (1) The authors formulate a model of individual purchase timing behavior as a function of advertising exposure. A survival model was used to model the probability of a current customer making a purchase in any given week (since the last purchase). The duration dependence in the customers’ purchase behavior is captured through a flexible, piecewise exponential hazard function. The advertising covariates enter through a proportional hazards specification. These covariates, consist of strictly advertising variables, such as weight and quality, as well as advertising/individual browsing variables, represented by how many and which pages expose customers to advertising. The model is cast in a hierarchical Bayesian framework, thus enabling the authors to control for unobserved individual differences in the advertising response parameters and to investigate the impact of targeted advertising strategies. The authors concluded that banner advertising have a positive effect on Internet purchasing. Key Learning points: the author has addressed...
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...象。本文对此也提出了弥补方法，一是加大在移动互联网端的广告投入，二是通过移动 互联网营销的实际案例，提出移动互联网时代新型的更有效的营销方式。 关键词：移动广告 中外对比 移动互联网营销 I Abstract With the substantial popularization of mobile devices and the development of wireless Internet technology, mobile Internet media market has shown an amazing boom in China. To differentiate the similarities and differences between mobile Internet media market in China and overseas, I collect data in terms of market scale, mobile ad target industry and mobile Internet media. The result shows that there is still a huge gap for Chinese mobile Internet advertising market to cover. Although the future of Chinese mobile Internet ad is bright and promising, it is still facing a major problem which is lack of marketing. I find that the percentage of time people spent on mobile devices is disproportionately larger than that of the money advertisers invest in mobile Internet advertising. In order to solve this problem, two ways are recommended. First, the advertisers should pay attention to the surge of this new media and invest more in mobile ad. Second, the advertiser should utilize the special characters of mobile Internet and create new and efficient ways of marketing which can only be effective in this upcoming mobile Internet age. Key Words: Mobile Internet Advertising Mobile Internet Marketing II 诚信保证 我通过自己的签名保证：我的论文是独立完成的，无他人代笔，所有从出版物中的 引用（包括图表等）均注明了出处；除了注明的文献之外，没有使用其他文献。 签名： 日期： III 目 录 第一章...
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...Summary The Advertising Standards Authority of Singapore (ASAS) is an Advisory Council to the Consumers Association of Singapore (CASE). It was set up in 1973 to promote ethical advertising in Singapore and is the self-regulatory body of the advertising industry. Self-regulation means the responsibility of ensuring truthful advertising lies with both advertisers and consumers. This works in the interest of both advertisers and consumers because it ensures that through fair play, there is a balance of trust and responsibility between them. In the situation that an investigation into a misleading ad uncovers an unfair business practice, ASAS may refer the matter to CASE for action to be taken under the Consumer Protection (Fair Trading) Act. CHAPTER 1: INTRODUCTION 1.1 BACKGROUND Advertising has been existed for many decades. It is one means of promotional mix which has its ultimate function to set up channels of information and persuasion to sell goods and services or promote an idea (Belch & Belch, 1998; Aaker, 1991). As an integral part of social and economic systems and one of the rapidly growing industries, advertising determines the GDP (Gross Domestic Product), of a country to a considerable extent during the late 1980s (Belch & Belch, 1998; Daniels, 1995). Advertising is considered to be one of the marketing communication tools. Communication is the process of giving or an exchange of information and the science of transmitting...
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...Nike’s Inimitability throughout the Internet Advertising Field With the increased use of the World Wide Web in the last ten years, marketing became a non-excludable factor for every kind of business. Since the consumer remains the main focus of every successful marketing strategy, the internet opened up endless opportunities for efficient advertising because potential customers would expose themselves towards the Internet constantly. Especially, the technology-savvy generation nowadays emphasized the movement of everyday life actions towards the Internet. Companies realized the development and took advantage of the shift by paying more attention towards e-commerce. This automatically indicated the evolution of online marketing throughout the last five years. Since marketers solved the problem about where to market efficiently, another controversial question emerged: “How to reach the consumer most efficiently?” Recent statistics record an already expected, radical growth in this section, which drastically changes the online advertising environment. Although this change opens up various opportunities for advertisers, they still remain skeptic since no concrete formula for the measurement of various types of online advertising exists. However, a high percentage of marketers believe that effective marketing consists out of building up brand awareness which indicates sales. The Internet offers the capability to enforce those two factors. So, companies that are willing to adapt...
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...Developing a Rural Market e-hub The case study of e-Choupal experience of ITC B. Bowonder, Vinay Gupta and Amit Singh Abstract ICT has potential to make significant inroads in a traditional agrarian economy like India. Indian agro-sector has been exploiting the benefits to ICT. Innovative ICT application platforms are being created by private sector players in conjunction with local farmers. One such private initiative has been by ITC Ltd in the state of Madhya Pradesh. It has helped the farmers in many ways, such as developing of local leadership, shared ownership of the assets created in this initiative, access to the latest knowledge for the agro-sector, sustainable income levels and skill development for productivity improvement. This initiative from ITC[1] has become a benchmark today in the ICT initiatives in agro-sector. Several best practices can be learned from this initiative, namely: § ease of replicability and scalability § customization to meet the specific local needs and § organizational commitment. The success of e-choupal has heralded a new era in the Indian agro-sector. The work needs to be carried forward and replicated in the other untapped areas. Creating business channels that can create a win-win situation both business and farming community has enormous economies of scope. Once a channel is created it could be used for many products and services as shown in this case study. The main reasons for the success of the platform have been the involvement of...
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...Advertising Advertising is a mode of communication that is intended to persuade an audience to purchase or take an action on products, services or ideas. An advert includes the product’s name and how the service or the product may benefit the consumer. The different advertising messages are usually paid up by sponsors and viewed by consumers via different media. Advertising can also be used in communicating an idea to a group of people in a bid to convince them to take an action concerning the message being conveyed. Advertising exists in different types, the major types including physical advertising and digital advertising. Physical advertising exists in forms like press advertising, mobile billboard advertising and street advertising while digital advertising exists in forms like television advertising, radio advertising, online advertising and product placements (Koekemoer and Bird, 11). Recent advancement in technology has seen the increase in the use of digital advertising as one of the major advertising tools. This is because information published over the internet is immediately available to many users irrespective of their geographical location. This paper discusses the social costs of online advertising outlining the reasons why some people support online advertising and also stating the criticisms of online advertising. Online advertising Online advertising is a term relating to advertising over the internet. Online advertising in practice is about getting your...
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...Trends in Advertising Paper When it comes to advertising there are key factors that play a role in how the process can be affected. Within this paper there will be three key factors that will affect advertising in the years to come. The three key factors are: innovation, internet, and regulatory. Each of these key factors are continually changing and growing on a daily basis. Looking into how these factors play a role in advertising will give a better understanding of the changes are affecting or can affect advertising. Innovation will always be a factor to look at because of the fact the innovation is constantly growing and making products better (Sissors, 2012). Who could forget sitting there listening to a commercial and in the commercial the words new and innovated are involved. Innovation is basically taking a product and it growing to meet the standards of the consumer. The product is growing and changing. If one were to look at that product they would see that it may have a higher speed for browsing or in some other area be faster, the design may be sleeker than it previously was, or it may hold more capabilities. All the changes are coming more quickly and it can be difficult to keep up, especially with budgeting. A company only budgets so much money for advertising and if the products are rolling out more quickly yet the budget has not grown then there will be no way to advertise as much as needed. There will be times when innovation can help in advertising too. Innovating...
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...Advertising to Consumers On July 1, 1941, the first commercial advertisement aired on television and drastically changed the way consumers view advertising. In present times, consumers are confronted with advertisements not just on television, but also in magazines, on the internet, and, of course, the most common form, word of mouth. Companies spend millions of dollars each year on advertisements targeted to increase their brand awareness through marketing campaigns. Through advertisements, consumers are educated about the price of products or services and possible differences in quality, allowing them to find a solution that best fits their needs. Advertising is not just a way to promote items; it is also commonly used as a public service to bring attention to issues such as domestic violence, cancer awareness, or available job opportunities. How advertising is used is largely dependent upon the goals of the company, taking into account such factors as what target they want to obtain, the amount of money they’re willing to spend, and they’re target demographic. TV advertising is one of the most popular forms of advertising and, in many ways, also the most effective. In 2008, about seventy billion dollars were spent on the creation of television advertisements. Some of the most prominent advantages of this form of advertising are that it can reach to millions of viewers while, at the same time, being selective in its target audience. Although television advertising can...
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...In a world of ubiquitous advertising chaos and consumer avoidance, it can be extremely difficult for advertisers to penetrate the clutters to reach potential consumers, probably there is no other emphatic concept has caught more interest from advertisers than engagement as it embodies a sense of involvement. (Calder 2012). Meanwhile, digital technology continues to emerge, the enveloping technologies has impacted the communication between individuals in daily life, on the other hand, it has modified how advertiser engage with targeted consumers in a digital age. When it comes to advertising, Digital technologies have fundamentally revolutionized how and where advertisers implement the practices in the advertising industry. It defines as “digital advertising”, a form of advertising where businesses implement internet technologies to present promotional advertisement to consumers, digital advertising also includes brand messages presented through social media networking, online advertising on search engines, as well as banner advertising on mobile and website. (Andrew 2010). When it comes to advertising expenditure, digital platforms offer a greater opportunity, timeliness, and relevance to achieve greater understanding to advertising expenditure. This essay will be discussing how advertisers accommodate the trending in digital development and how to engage with the potential consumer in digital ages through three components. First of all, advertising on social media networking...
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...marketing plan so they can reach individuals that fit the profile of the type of consumer that their services are created for. Now let us look into what it will take to create a strong marketing plan for McBride Financial Services. Market Research The first step in creating a strong marketing plan is research. Researching the product is a way to find out what catches customers’ attention by looking at their actions and coming to conclusions from what is observed. Using market research is a helpful means that can save the company time, effort, and money. By performing this research, McBride will gain the opportunity to market to certain types of individuals that are more likely to purchase their service instead of wasting money advertising in a general region. One source that will be useful to McBride Financial Services is the use of ad tracking. The use of ad tracking will allow for the monitoring a brand’s performance and it will let McBride know how the public feels about their brand. Another research method McBride Financial Services will use is Buyer Decision Processes. This will help show what motivates individuals to buy as well as what decision-making process they use. A combination of ad tracking and Buyer...
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