Advertising is an attempt to disseminate information in order to influence a
buyer–seller transaction. Traditional advertising on TV or in newspapers is
impersonal, one-way mass communication. Direct-response marketing (telemarketing)
contacts individuals by direct mail or telephone and requires them
to respond in order to make a purchase. The direct-response approach personalizes
advertising and marketing, but it can be expensive, slow, and ineffective
(and from the consumer’s point of view, annoying).
Internet advertising redefines the advertising process, making it media-rich,
dynamic, and interactive. It improves on traditional forms of advertising in a
number of ways: Internet ads can be updated any time at minimal cost and
therefore can be always timely. Internet ads can reach very large numbers of
potential buyers all over the world, and they are sometimes cheaper in comparison
to print (newspaper and magazine), radio, or television ads. Internet ads
can be interactive and targeted to specific interest groups and/or to individuals.
Finally, it makes sense to move advertising to the Internet, where the number
of viewers is rapidly growing.
Nevertheless, the Internet as an advertising medium does have some shortcomings,
most of which relate to the difficulty in measuring the effectiveness
and cost-justification of the ads. For example, it is difficult to measure the actual
results of placing a banner ad or sending a marketing e-mail.
buyer–seller transaction. Traditional advertising on TV or in newspapers is
impersonal, one-way mass communication. Direct-response marketing (telemarketing)
contacts individuals by direct mail or telephone and requires them
to respond in order to make a purchase. The direct-response approach personalizes
advertising and marketing, but it can be expensive, slow, and ineffective
(and from the consumer’s point of view, annoying).
Internet advertising redefines the advertising process, making it media-rich,
dynamic, and interactive. It improves on traditional forms of advertising in a
number of ways: Internet ads can be updated any time at minimal cost and
therefore can be always timely. Internet ads can reach very large numbers of
potential buyers all over the world, and they are sometimes cheaper in comparison
to print (newspaper and magazine), radio, or television ads. Internet ads
can be interactive and targeted to specific interest groups and/or to individuals.
Finally, it makes sense to move advertising to the Internet, where the number
of viewers is rapidly growing.
Nevertheless, the Internet as an advertising medium does have some shortcomings,
most of which relate to the difficulty in measuring the effectiveness
and cost-justification of the ads. For example, it is difficult to measure the actual
results of placing a banner ad or sending a marketing e-mail.
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