INTERNET AS AN ADVERTISING MEDIA - MARKETING MANAGEMENT



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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