of 30
8/9/2019 Advertising and Computer
1/30
End user Computing ADVERTISING &
COMPUTER
CONTENTS
Topic Page #
Chapter 01
Introduction..05History.. .. . . 06
.
Chapter 02
Different Types of Advertisement08
Chapter 03
Online advertising 13Social network advertising.18
Chapter 04
Advantage of online Advertising..21Disadvantage of online Advertising..26
Chapter 05
How to create creative and persuasive advertisement..29Conclusion30References.31
- 1 -
8/9/2019 Advertising and Computer
2/30
End user Computing ADVERTISING &
COMPUTER
CHAPTER 01
- 2 -
8/9/2019 Advertising and Computer
3/30
End user Computing ADVERTISING &
COMPUTER
DEFINITION OF ADVERTISING:
Advertising is a paid form of communicating a message by the use of various media. It is
persuasive, informative, and designed to influence purchasing behavior or thought patterns.
INTRODUCTION OF ADVERTISING:
Advertising is a form ofcommunication that typically attempts to persuade potential customers to
purchase or to consume more of a particularbrand ofproduct orservice.. Many advertisements are
designed to generate increased consumption of those products and services through the creation and
reinforcement of "brand image" and "brand loyalty". For these purposes, advertisements sometimes
embed their persuasive message with factual information. Every major medium is used to deliver
these messages, including television, radio, cinema, magazines, newspapers, video games, the
Internet and billboards. Advertising is often placed by an advertising agency on behalf of a
company or other organization.
Organizations that are frequently spend large sums of money on advertising that sells what is not,
strictly speaking, a product or service include political parties, interest groups, religious
organizations, and military recruiters. Non-profit organizations are not typical advertising clients,
and may rely on free modes of persuasion, such as public service announuncmnet
Advertising can be seen as necessary for economic growth, it is not without social costs.
Unsolicited Commercial Email and other forms of spam have become so prevalent as to have
become a major nuisance to users of these services, as well as being a financial burden on internet
service providers. Advertising is increasingly invading public spaces, such as schools, which some
critics argue is a form of child exploitation
- 3 -
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Purchasehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Producthttp://en.wikipedia.org/wiki/Servicehttp://en.wikipedia.org/wiki/Advertisementshttp://en.wikipedia.org/wiki/Brand_imagehttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Newspapershttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Internet_advertisinghttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Political_campaignhttp://en.wikipedia.org/wiki/Interest_grouphttp://en.wikipedia.org/wiki/Religion-supporting_organizationhttp://en.wikipedia.org/wiki/Religion-supporting_organizationhttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Non-profit_organizationhttp://en.wikipedia.org/wiki/Economic_growthhttp://en.wikipedia.org/wiki/Social_costhttp://en.wikipedia.org/wiki/Unsolicited_Commercial_Emailhttp://en.wikipedia.org/wiki/Spam_(electronic)http://en.wikipedia.org/wiki/Internet_service_providershttp://en.wikipedia.org/wiki/Internet_service_providershttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Purchasehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Producthttp://en.wikipedia.org/wiki/Servicehttp://en.wikipedia.org/wiki/Advertisementshttp://en.wikipedia.org/wiki/Brand_imagehttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Newspapershttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Internet_advertisinghttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Political_campaignhttp://en.wikipedia.org/wiki/Interest_grouphttp://en.wikipedia.org/wiki/Religion-supporting_organizationhttp://en.wikipedia.org/wiki/Religion-supporting_organizationhttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Non-profit_organizationhttp://en.wikipedia.org/wiki/Economic_growthhttp://en.wikipedia.org/wiki/Social_costhttp://en.wikipedia.org/wiki/Unsolicited_Commercial_Emailhttp://en.wikipedia.org/wiki/Spam_(electronic)http://en.wikipedia.org/wiki/Internet_service_providershttp://en.wikipedia.org/wiki/Internet_service_providers8/9/2019 Advertising and Computer
4/30
End user Computing ADVERTISING &
COMPUTER
HISTORY OF ADVERTISING
Egyptians used papyrus to make sales messages and wall posters. Commercial messages and
political campaign displays have been found in the ruins ofPompeii and ancient Arabia. Lost and
found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock
painting for commercial advertising is another manifestation of an ancient advertising form, which
is present to this day in many parts of Asia, Africa, and South America. The tradition of wall
painting can be traced back to Indian rock-art paintings that date back to 4000 BCE.[5] Still though
back in the olden days of castles and peasants when small townships and cities were just beginning
to grow throughout Europe. Few if any of the townships peoples could read and so signs on the
street that should say cobbler or miller, or tailor, or smithy had no words the signage was the shape
of a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and
vegetables were sold in the city square from the backs of carts and wagons and their proprietors
used street callers to announce out loud where they were set up so regular bartering customers
could find the way to their always different location in the square and though without a clear and
concise definition of such, advertising was born. Even today street callers work the congested street
fares all over the world and today we still refer to its simplicity as "getting the word out". As
education became an apparent need and reading as well printing developed, and in the 15th and
16th century, advertising expanded to include handbills. In the 17th century advertisements started
to appear in weekly newspapers in England. These early print advertisements were used mainly to
promote: books and newspapers, which became increasingly affordable with advances in the
printing press; and medicines, which were increasingly sought after as disease ravaged Europe.
However, false advertising and so-called "quack" advertisements became a problem, which ushered
in the regulation of advertising content.A recent advertising innovation is "guerrilla promotions",
which involve unusual approaches such as staged encounters in public places, giveaways of
products such as cars that are covered with brand messages, and interactive advertising where the
viewer can respond to become part of the advertising message. This reflects an increasing trend of
interactive and "embedded" ads, such as viaproduct placement, having consumers vote through text
messages, and various innovations utilizing social networking sites.
- 4 -
http://en.wikipedia.org/wiki/Papyrushttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Political_campaignhttp://en.wikipedia.org/wiki/Pompeihttp://en.wikipedia.org/wiki/Arabiahttp://en.wikipedia.org/wiki/Lost_and_foundhttp://en.wikipedia.org/wiki/Lost_and_foundhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Rock_arthttp://en.wikipedia.org/wiki/Advertising#cite_note-Bhatia-4http://en.wikipedia.org/wiki/Printing_presshttp://en.wikipedia.org/wiki/False_advertisinghttp://en.wikipedia.org/wiki/Quackeryhttp://en.wikipedia.org/wiki/Guerrilla_promotionshttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Text_messagehttp://en.wikipedia.org/wiki/Text_messagehttp://en.wikipedia.org/wiki/Social_networkinghttp://en.wikipedia.org/wiki/Papyrushttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Political_campaignhttp://en.wikipedia.org/wiki/Pompeihttp://en.wikipedia.org/wiki/Arabiahttp://en.wikipedia.org/wiki/Lost_and_foundhttp://en.wikipedia.org/wiki/Lost_and_foundhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Rock_arthttp://en.wikipedia.org/wiki/Advertising#cite_note-Bhatia-4http://en.wikipedia.org/wiki/Printing_presshttp://en.wikipedia.org/wiki/False_advertisinghttp://en.wikipedia.org/wiki/Quackeryhttp://en.wikipedia.org/wiki/Guerrilla_promotionshttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Text_messagehttp://en.wikipedia.org/wiki/Text_messagehttp://en.wikipedia.org/wiki/Social_networking8/9/2019 Advertising and Computer
5/30
End user Computing ADVERTISING &
COMPUTER
CHAPTER 02
- 5 -
8/9/2019 Advertising and Computer
6/30
End user Computing ADVERTISING &
COMPUTER
DIFFERENT TYPES OF ADVERTISING
DESKTOP PRESENTATION
There are several software products that enable instructors to capture onscreen computer
presentations alongside audio narration and live webcam video to create tutorials and demos. These
screen capture utilities record mouse movements and other user actions in real-time along with
content. Some allow additional audio/video editing to fine-tune the pacing of the recorded demo.
Recording audio and video content requires additional equipment such as microphones and video
cameras.
Once a presentation is recorded, instructors can decide whether to post the presentation on the web
in a streaming format or as a download. It is recommended that any presentation longer than 5
minutes be in a streaming format. Consult the UT Web video guidelines for recommendations on
how to ready your presentation for publication on the Web.
MULTIMEDIA AND ADVERTISING
When the animation and the graphic designs are used to sell products or services, then it is known
as multimedia advertising. There are various forms of multimedia advertising like through videos,
online advertising and DVDs, CDs etc. The companies can always increase their customers base
through multimedia advertising therefore, multimedia advertising positively contributes in the
marketing of the products and services.
Online advertising is an example of the use of multimedia in advertising and it has provided many
benefits to the online companies and traditional companies as well. The better will be the dynamicdigital advertising, which also comes under the multimedia advertising; the better will be the
effectiveness of the advertising. Basically use of multimedia in advertising has brought a revolution
in the traditional advertisement. In this way it increases the importance of multimedia advertising
for all of the companies which sell products and services.
- 6 -
http://www.utexas.edu/web/video/http://www.utexas.edu/web/video/8/9/2019 Advertising and Computer
7/30
End user Computing ADVERTISING &
COMPUTER
WHAT IS MULTIMEDIA?
Multimedia is a computer-based communication tool that employs several media at once - text,
video, voice, sound effects and music. Multimedia is generally interactive. This means viewers'
actions control what they see and hear while viewing the program.
Multimedia comes in several forms. A program may run from a computer's hard drive (for internal
presentations, for example) or from CDs or floppy disks (for widespread distribution). Some
multimedia programs are installed on freestanding kiosks or are distributed online.
HOW IS MULTIMEDIA BEING USED?
Business communicators are developing interactive newsletters and brochures, multimedia product
catalogs, interactive trade show presentations, computer-based sales presentations, disk-based
reference manuals, and computer-based training programs.
In marketing
Multimedia marketing tools include electronic brochures and product catalogs that permit both
browsing and buying. Interactive demos on kiosks in stores and at trade shows encourage buyers to
slow down and take a look.
The best multimedia marketing kiosks serve both buyer and seller. Kiosks can be set up to
demonstrate products and issue print materials or coupons at the push of a button. At the same time,
the kiosks can collect demographic information about the people using them - an invaluable
marketing tool for sellers.
In training
All trainers know the value of interactivity in training. Nearly half of the companies that have
training programs use computer-based training (CBT) programs. One of the reasons these programs
- 7 -
8/9/2019 Advertising and Computer
8/30
End user Computing ADVERTISING &
COMPUTER
are so effective is the ease with which users can customize them. Employees can record lessons,
add comments and print out a personally annotated version of any lesson.
In business communication
Businesses are using multimedia to supplement proposals and presentations. They're designing
computer-based slide shows that can be changed on location in a matter of minutes. Internally,
businesses use the combination of video, text, sound and interactivity to introduce new programs
and to provide employee orientation.
Tips for using multimedia
Multimedia is not just for "techies." Most of the computers out there today are on the desks of
business people, managers, decision-makers, and other "non-computer people." These computers
are also on the desks of your audience.
Well-designed multimedia can be powerful and effective. You'll need to involve a professional
producer to develop the program. And you'll need to work closely with your producer to ensure that
your program uses the medium to its full potential.
PRIMARY USE OF MULTIMEDIA SERVICES
Multimedia puts the sizzling effect into a website, merging the fun element with serious business.
This concept puts together sound, picture, graphics, video, text, and other elements in a multimedia
presentation. The sky is the limit for creativity in multimedia development services. When it was
introduced in the advertising world, it brought about a major breakthrough in the field of
technology and website design services.
Websites thrive for constant online attention and corporate identity. The use of animation and
multimedia services add extra value to your market creditability. It will give you the ability to enjoy
greater scopes of business opportunities. However, employing a regular full time multimedia
professional may be a heavier burden on your pocketbook. Outsourcing animation & multimedia
- 8 -
8/9/2019 Advertising and Computer
9/30
End user Computing ADVERTISING &
COMPUTER
services is a cheaper option where the client outsourcers their multimedia designing project to a
company for certain duration of time and at fixed rates.
One can change the face of their company image through multimedia technologies. The world of
advertising and media is very dynamic in terms of changes it undergoes to capture the target
market. This tool proves to be an effective medium to accomplish this task. Web multimedia
outsourcing companies can accomplish various development services, including web testing,
multimedia designing, planning, media production, and more.
The use of multimedia features in a website gives an impression that the website is tech-savvy and
follows the latest designing trends. However it should be well merged with web content. Never
make a website with only multimedia presentations. Product presentations, online tutorials, online
games, corporate presentations, etc. can be successfully presented with the aid of multimedia
technology. Kiosks in trade shows utilize multimedia to keep the audience occupied, motivated, and
inspired, and can greatly influence the buying decision.
More and more educational institutions are turning to interactive learning through multimedia. This
has helped in international education and training of masses. A DVD or CD-ROM can be shipped
for enhanced flexibility.
Sales and marketing have experienced a newer approach to the target customers through
multimedia usage. Apart from imparting education and entertainment through kiosks, they can be
programmed with apt databases to organize customer information.
Online presentations give deeper insight into your business for the user. Sometimes these
multimedia presentations serve as an eye candy for the onlooker. It keeps your audience alert and
interested, thus leading to better chances for sales.
Some websites require extensive use of multimedia, whereas some need minimal amounts. This can
be decided accurately by a multimedia professional after going through your business requirements.
- 9 -
8/9/2019 Advertising and Computer
10/30
End user Computing ADVERTISING &
COMPUTER
Outsourcing is gaining momentum each day as it provides high quality services within your budget
restrictions.
CHAPTER 03
- 10 -
8/9/2019 Advertising and Computer
11/30
End user Computing ADVERTISING &
COMPUTER
ONLINE ADVERTISING
Online advertising is a form ofpromotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Examples of online
advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads,
Social network advertising, online classified advertising, advertising networks and e-mail
marketing, including e-mail spam.One major benefit of online advertising is the immediate
publishing of information and content that is not limited by geography or time. To that end, the
emerging area ofinteractive advertising presents fresh challenges for advertisers who have hitherto
adopted an interruptive strategy.
Online video directories for brands are a good example of interactive advertising. These directories
complement television advertising and allow the viewer to view the commercials of a number of
brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the
brands website, or interact with the advertiser through other touch points such as email, chat or
phone. Response to brand communication is instantaneous, and conversion to business is very high.
This is because in contrast to conventional forms of interruptive advertising, the viewer has actually
chosen to see the commercial.
TYPES OF ON-LINE ADVERTISING
Web Ad. Vantage assesses a wide variety of online advertising and targeting methods to ensure the
most effective and cost-efficient media buys for your campaign goals.
Ad Formats
- 11 -
http://en.wikipedia.org/wiki/Promotionhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Banner_adhttp://en.wikipedia.org/wiki/Rich_Mediahttp://en.wikipedia.org/wiki/Rich_Mediahttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Online_classified_advertisinghttp://en.wikipedia.org/wiki/Advertising_networkhttp://en.wikipedia.org/wiki/E-mail_marketinghttp://en.wikipedia.org/wiki/E-mail_marketinghttp://en.wikipedia.org/wiki/E-mail_spamhttp://en.wikipedia.org/wiki/Interactive_advertisinghttp://en.wikipedia.org/wiki/Promotionhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Banner_adhttp://en.wikipedia.org/wiki/Rich_Mediahttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Online_classified_advertisinghttp://en.wikipedia.org/wiki/Advertising_networkhttp://en.wikipedia.org/wiki/E-mail_marketinghttp://en.wikipedia.org/wiki/E-mail_marketinghttp://en.wikipedia.org/wiki/E-mail_spamhttp://en.wikipedia.org/wiki/Interactive_advertising8/9/2019 Advertising and Computer
12/30
End user Computing ADVERTISING &
COMPUTER
Text ads
Advertisements displayed as simple, text-based hyperlinks are known as Text Ads. As their name
suggests, text ads they do not include graphic images. Text ads are sold on non-search websites and
can be served either by individual websites, or a publishers own ad servers.
Display Ads
Graphical advertisements featured on websites are known as Display Ads. Display ads are often
available in many standard shapes and sizes, including: banners, leader boards, skyscrapers, large
boxes, and other sized graphical ads. Display ads use eye-catching visuals to quickly grab catch the
attention of website visitors browsing the pages on which they are featured. Display ads are sold on
non-search websites and can be served either by individual websites, or a publishers own ad
servers.
Pop-Up Ads
Advertisements that appear to pop up in a new window as users browse a website are known as
Pop-Up Ads. Hover ads, floating ads and slide-in ads ads are all considered pop-up ads.
(Sometimes these ads are also known as Pop-Under Ads, depending on whether they are displayed
- 12 -
http://www.webadvantage.net/wp-content/display_blairclothing.gifhttp://www.webadvantage.net/wp-content/textad.gif8/9/2019 Advertising and Computer
13/30
End user Computing ADVERTISING &
COMPUTER
over or underneath the current web content being browsed.) The use of Flash and DHTML ads has
risen in recent years in an effort to counter the increased usage of pop-up blockers. Flash / DHTML Ads
These kinds of ads incorporate Flash animation or other motion graphics. Ads may be animated
display ads in more traditional shapes and sizes, or, as of late, they can be sophisticated ads that
function similarly to pop-up ads but with much deeper integration into the overall design of the site.
Interstitial Ads
Interstitial ads appear between web pages that the user requests. For example, an interstitial ad may
appear after you click on a link in an excerpt to view the full content of news story. Because
interstitial ads load in the background and do not interrupt the users immediate browsing
experience, they are a preferred method of delivering ads with rich media, streaming video, and/or
large graphics.
Video Ads
With the popularity of online video watching, video ads have become a viable means of
distributing rich advertising content. Currently video ads can either be content created entirely
by the advertiser, or in video ads that will show your ad within a video. Major search
properties like Google , MSN, Yahoo, and AOL all offer advertising on their video websites.
Email Ads (Classified Ads & Newsletter Advertising)
Ads that are distributed by a publisher through email blasts to opt-in audiences are known as email
ads. Advertisers can individually sponsor a publishers email newsletter or they can purchase
classified ad space.
- 13 -
8/9/2019 Advertising and Computer
14/30
End user Computing ADVERTISING &
COMPUTER
On-Site Sponsorships
On-Site sponsorships are ads (typically just a companys logo) that can be bought on individual
websites. Sponsorship ads typically appear in an area on the website reserved for sponsors and
often noted
Advertorials
Advertisements in editorial form that appear to contain objectively-written opinions are known as
paid editorial ads, or Advertorials. Online advertorials are typically featured on publishers
websites and promote products and services related to the websites content.
Some ad networks will develop, optimize, and write your advertorial and place it on their ad
network.
- 14 -
http://www.webadvantage.net/wp-content/advertorial_ifaw.gifhttp://www.webadvantage.net/wp-content/onsitesponsor_connections.jpghttp://www.webadvantage.net/wp-content/newsletter_bacva.jpg8/9/2019 Advertising and Computer
15/30
End user Computing ADVERTISING &
COMPUTER
Targeting Methods
Contextual Targeting
When ads are served based on related content a user is currently reading or browsing online, it is
known as contextual targeting. For example, if you are reading an article on a news website about
sports, you may see contextual ads for sports gear, memorabilia, or game tickets. Contextual ads are
purchased through major search properties like Google, Yahoo, MSN, and through many other
contextual ad networks. Ad relevancy is typically determined by algorithms that will assess the
appropriateness of the ad in relation to the displayed content.
Behavioral Targeting
When ads are served based on user behavior, it is known as behavioral targeting. Behavioral
targeting is based on a variety of online factors such as recent online purchases, searches, and
browsing history, as well as demographic details such age or gender. For example, if you recently
visited a real estate website, you may see behavioral ads selling mortgages.
Geo-Targeting / Local Advertising
When ads are served based on a users geographical location, it is known as geo-targeting. For
- 15 -
http://www.webadvantage.net/wp-content/behavioral_connectionsacademy.jpghttp://www.webadvantage.net/wp-content/contextual_ifaw.jpg8/9/2019 Advertising and Computer
16/30
End user Computing ADVERTISING &
COMPUTER
advertisers interested in targeting users within a specific locality or region, geo-targeted online
advertising is an effective solution. An increasing number of websites now offer geo-targetingcapabilities. Local advertising also includes network buys through radio, television and newspaper
websites, as well as localized search engines and directories such as Yahoo! Local, Google Local,
and AOL City Guide.
WEB BANNERS
A web banner is a form ofadvertising on the World Wide Web. This form of online advertising
entails embedding an advertisement into a web page. It is intended to attract traffic to a website by
linking to the website of the advertiser. The advertisement is constructed from an image program
or multimedia object employing technologies such as Silver light, Java, Shockwave orFlash, often
employing animation, sound, or video to maximize presence. Images are usually in a high-aspect
ratio shape hence the reference tobanners. These images are usually placed on web pages that have
interesting content, such as a newspaper article or an opinion piece.
The web banner is displayed when a web page that references the banner is loaded into a web
browser. This event is known as an "impression". When the viewer clicks on the banner, the viewer
is directed to the website advertised in the banner. This event is known as a "click through". In
many cases, banners are delivered by a central ad server..
Many web surfers regard these advertisements as highly annoying because they distract from a web
page's actual content or waste bandwidth. Newer web browsers often include options to disable
pop-ups or block images from selected websites. Another way of avoiding banners is to use aproxy
serverthat blocks them, such as Proxy.
2) SOCIAL NETWORK ADVERTISING
Social Network Advertising is a term that is used to describe a form of Online advertising that
focuses on social networking sites. One of the major benefits of advertising on a social networking
- 16 -
http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/wiki/Web_traffichttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Silverlighthttp://en.wikipedia.org/wiki/Java_(programming_language)http://en.wikipedia.org/wiki/Macromedia_Shockwavehttp://en.wikipedia.org/wiki/Macromedia_Flashhttp://en.wikipedia.org/wiki/Bannerhttp://en.wikipedia.org/wiki/Web_browserhttp://en.wikipedia.org/wiki/Web_browserhttp://en.wikipedia.org/wiki/Central_ad_serverhttp://en.wikipedia.org/wiki/Bandwidth_(computing)http://en.wikipedia.org/wiki/Proxy_serverhttp://en.wikipedia.org/wiki/Proxy_serverhttp://en.wikipedia.org/wiki/Privoxyhttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/wiki/Web_traffichttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Silverlighthttp://en.wikipedia.org/wiki/Java_(programming_language)http://en.wikipedia.org/wiki/Macromedia_Shockwavehttp://en.wikipedia.org/wiki/Macromedia_Flashhttp://en.wikipedia.org/wiki/Bannerhttp://en.wikipedia.org/wiki/Web_browserhttp://en.wikipedia.org/wiki/Web_browserhttp://en.wikipedia.org/wiki/Central_ad_serverhttp://en.wikipedia.org/wiki/Bandwidth_(computing)http://en.wikipedia.org/wiki/Proxy_serverhttp://en.wikipedia.org/wiki/Proxy_serverhttp://en.wikipedia.org/wiki/Privoxyhttp://en.wikipedia.org/wiki/Online_advertising8/9/2019 Advertising and Computer
17/30
End user Computing ADVERTISING &
COMPUTER
site facebook, myspace, friendster, bebo, orkut...and many others is that advertisers can take
advantage of the users demographic information and target their ads appropriately.
THE SOCIAL NETWORK ADVERTISING MARKET
E Marketer predicts that $2 Billion will be spent this year (2008) on social network advertising
worldwide and that this market will continue to grow - reaching $3.8 billion in spending by 2011.
However, a large portion of this spending is predicted to be coming from the US market. As
Internet usage continues to grow in other parts of the world, and social networks continue toproliferate, advertising dollars on social networking sites outside of the US will begin to play a
major role.
There have been many claims that Social Network Advertising will revolutionize the online
advertising market. Most famously, founder of face book Mark Zucker berg announced that "For
the last hundred years media has been pushed out to people, but now marketers are going to be a
part of the conversation." There is no doubt that social network advertising is a significantly new
way of reaching customers, however the market is far from being mature.
FORMS OF SOCIAL NETWORK ADVERTISING
There are three major classifications of Social Network Advertising:
Direct advertising that is based on your network of friends
This can be the most effective format but also causes the most controversy. An example is the face
book beacon project. Based on an action your friend has taken, you might see a message in your
news feed.
This can be an extremely effective mode as often people make decisions to purchase something or
do something based on their close group of friends. However, there is also a lot of controversy
surrounding this as it can be considered exploiting the personal relationships you have with your
friends and also raises privacy concerns.
- 17 -
http://en.wikipedia.org/wiki/Facebookhttp://en.wikipedia.org/wiki/Myspacehttp://en.wikipedia.org/wiki/Friendsterhttp://en.wikipedia.org/wiki/Bebohttp://en.wikipedia.org/wiki/Orkuthttp://en.wikipedia.org/wiki/Facebookhttp://en.wikipedia.org/wiki/Myspacehttp://en.wikipedia.org/wiki/Friendsterhttp://en.wikipedia.org/wiki/Bebohttp://en.wikipedia.org/wiki/Orkut8/9/2019 Advertising and Computer
18/30
End user Computing ADVERTISING &
COMPUTER
Direct Advertising placed on your social networking site
This is a more traditional form of web advertising. Just like you see banner ads on many other sites,
this is a similar concept, except on a social networking site. You can see these - for example - as a
brick in the top right of my space pages or as a banner on the left of face book profiles and so on.
There are two differences however - One is that these social networks can take advantage of
demographic data on your profile and hence target the ad directly to you. Secondly, these types of
ads can also be placed by individual developers on their application pages. They have access to the
same data and can generate income for application developers giving them further motivation to
create apps and giving advertisers a more engaging way to reach out to these social networking
users.
Indirect Advertising by creating 'groups' or 'pages'
This is an innovative marketing technique in which a company will create a 'page' or 'group' those
users can choose to join. They will use this to build up 'subscribers' or 'fans' and use this to market a
contest, a new product, or simply just to increase brand awareness. These groups can quickly growin numbers of subscribers and fans and become a very effective marketing tool.
- 18 -
8/9/2019 Advertising and Computer
19/30
End user Computing ADVERTISING &
COMPUTER
CHAPTER 04
- 19 -
8/9/2019 Advertising and Computer
20/30
End user Computing ADVERTISING &
COMPUTER
ADVANTAGES OF ONLINE ADVERTISEMENT:
Following are the various advantages of online advertisement
World wide audience
Less Expensive
Help us to reach our target audience of consumers
Internet adverting enables good conversion tracking
Internet advertising is huge
Internet advertising is targeted
Internet advertising has a lower entry-level fees
Internet advertising has greater range
Internet advertising involves the user actively:
Internet advertising uses several different techniques:
World wide audience:
One of the advantages of Internet marketing is the broad reach it has to consumers. The Web is not
just nationwide - it's worldwide. This means that your product or service can be viewed by people
just about anywhere in the world. Compared to other forms of advertising, Internet marketing can
- 20 -
http://www.christianet.com/christianadvertising/http://www.christianet.com/christianadvertising/8/9/2019 Advertising and Computer
21/30
End user Computing ADVERTISING &
COMPUTER
reach a far larger number of people. Television and radio ads just can't compare to a pop-up or
banner ad online. Mailings get thrown away and aren't cost effective. Billboards only reach thosewho happen to be paying attention at just the right time. Consumers will hang up on or put off
talking to a telemarketer. In the time it takes to make one phone call, you can send thousands of
emails. Overall, it just makes more sense to put your money into online promotions
Less Expensive:
Another advantage is that when you put your money into it, you won't have to put too much. Not
only is online marketing fast and easy, it's relatively inexpensive. Compared to other forms of
promotions, it is far more affordable and cost effective. Naturally, in certain venues can be
expensive, especially if you want a banner ad or link on an extremely popular and well known
website. More often than not, though, it can be highly affordable for just about any size business.
You may find that banner and pop-up ads on a good website are out of your reach financially, but
that a link is not. You may be able to afford a pay-per-click program with a major website.
Compare prices to see what best suits your needs.
Help us to reach our target audience of consumers:
Among the other advantages, it can also help you reach your target audience of consumers.
Through email marketing, you can reach thousands of people at once. You simply sign up with a
service that sells you the email addresses of thousands of interested, potential customers. You or the
service can send them an email about your product or service with a link to your website. Your
website will also help you to reach your target audience. Through search engines, interested
consumers can find your website and learn more about your product or service. Banner ads or pop-
ups can be used to reach your target audience as well. You may want to only reach antique car
enthusiasts. In this case, you can really benefit from Internet advertising by having an ad on a major
website for antique car enthusiasts.
Internet adverting enables good conversion tracking
- 21 -
http://www.christianet.com/christianadvertising/http://www.christianet.com/christianadvertising/8/9/2019 Advertising and Computer
22/30
End user Computing ADVERTISING &
COMPUTER
It's impossible to get a good idea of how many people see advertising through traditional means.
Tracking the reach of newspaper and television advertisements is difficult. However, internetadvertising allows the advertiser to track the number of impressions an ad gets (how many people
see it), and how many visits their business web site gets from particular ads, making it easy to see
what kind of conversion rates internet advertisements are getting.
Internet advertising is huge
With the growth of information on the internet has growth the amount of time people spend on it,
which has in turn generated a new market for internet advertising. Some of the wealthiest
companies in the world have made sure that they get a piece of the internet marketing pie, and for a
good reason.
Internet advertising is targeted
As a company looking for advertising opportunities to a specific market, internet advertising offers
some targeting methods that insure that those who see your ads are the ones most likely to buy.
Programs like Google's Ad Words and Ad Sense match up advertisers with content that their target
market peruses regularly. Forget the costly machine-gun strategy of newspaper advertisements,
internet advertising is targeted.
Internet advertising has a lower entry-level fees
If you have a limited budget, internet advertising can be much more in reach than traditional
methods. A small yellow-page ad can cost several hundred dollars. However, you can bid for
advertisements on Google and Overture on a performance basis. That means that you only get
charged when visitors click on the advertisement, and bidding starts at a nickel or dime a pop.
Internet advertising has greater range
One more benefit is that, since the internet spans the globe, pockets of your target market scattered
around the world can all be targeted at once, rather than trying to find different publications, radio
- 22 -
8/9/2019 Advertising and Computer
23/30
End user Computing ADVERTISING &
COMPUTER
stations and television stations that cater to a particular geographical area. On the whole, internet
advertising can be a great way to get the word out there about your service or product in a cost-effective, efficient way.
Internet advertising involves the user actively:
Internet advertising involves the user actively. Depending on the kind of advertising that is used the
Internet user may either click on a banner ad that interests him or may decide to click on the search
results that have been sponsored by the company. Either way the user consciously decides to take
the advertising a step further by exposing himself to more related information, which may lead to a
sale. Even if a customer does not buy a product or service, the fact that they visited a website has
given the company and its website a broader audience. Active involvement of the Internet user is
one of the biggest advantages of Internet advertising
Internet advertising uses several different techniques:
Internet advertising uses several different techniques and each of these is effective in reaching out
to audiences. The e-mail campaign may be effective with a certain section of Internet users while
others may prefer to use search results. Still others may find banner ads more effective and
appealing. The technology that is available allows the creative team to present their message in
versatile and flexible ways. Internet advertising may use words, visual, sound and special effects to
convey the message effectively and efficiently.
The ease and speed in making changes:
An important advantage of advertising on the Internet is the ease and speed in making changes. All
it takes is a simple log on and your web site can be updated within a matter of minutes. These
periodic changes to your web site might reflect modifications in your operation, new products,
seasonal offerings or just an occasional addition or removal of graphic images to give your web site
a fresh look. Site visitors and search engines like it when your web site is updated often with new
information.
- 23 -
8/9/2019 Advertising and Computer
24/30
End user Computing ADVERTISING &
COMPUTER
When the World Wide Web was first woven, there were no banners or buttons (the Web site was
the promotional tool).Hotwired became the first site to accept and model its business aroundadvertising and sponsorship and Yahoo.
Banner ads and online coupons are not going to generate much excitement or revenue. The good
news is that advertisers are paying bigger money for better online ideas, and the inventory is
infinite. Education is the key to Radios future in online revenue generation, and you dont need to
wait for your company or station to educate you. There is an abundance of internet marketing and
e-commerce information available to any individual who is committed to learning.
Even with intelligent search engine placement all of the benefits of a presence on the World Wide
Web become trivial if your prospects never see your site. Search engines have complicated
procedures for prioritizing their search results, and all of them operate under different systems. This
is one of the most important aspects of effective web marketing, and can boast of page optimization
and search engine registration methods that assure the highest visibility that is practically attainable.
Usually for a nominal fee, your site can be fully optimized and registered with the most popular
search engines on the Internet. Research the web for those companies that offer this service
With Internet advertising, customers can do their comparison or interest shopping when they want
to, twenty-four hours a day, and seven days a week. Your advertising will be working for you all
the time; while you work and while you sleep. And your customers can bookmark your site for
future returns. Even youre classified or display ad on a local Internet mall will allow your
customers to access your information at their own convenience and make purchasing plans
accordingly.
DISADVANTAGES OF ONLINE ADVERTISING:
Even though there are many advantages for companies who advertise online, there are also some
disadvantages includes:
- 24 -
8/9/2019 Advertising and Computer
25/30
End user Computing ADVERTISING &
COMPUTER
Limited readership
Poor image quality
No control over ad placement
Unsought mails
Time consuming
Illegal use of copy rights
Can be expensive
Limited readership.
This is especially true nowadays when more and more people are eschewing for online electronic
versions.
Poor image quality
Image quality can be poor in case of internet advertisement if there are low resolution monitors.
No control over ad placement.
Oftentimes some websites wont guarantee premium placement on any given page. That can be a
problem if your competitor advertises in the same space.
UN sought mails:
Some people do not like receiving offers in their mail, and throw them immediately without even
opening the mail.
- 25 -
8/9/2019 Advertising and Computer
26/30
End user Computing ADVERTISING &
COMPUTER
Time Consuming:
Long lead times are required for creative printing and mailing
Illegal Use of Others Copyrights:
Producing direct mail materials entail the expense of using various professionals - copywriter, artists,
photographers, printers, etc.
It Can Be Expensive:
Can be expensive, depending on your target market, quality of your list and size of the campaign.
CHAPTER 05
- 26 -
8/9/2019 Advertising and Computer
27/30
End user Computing ADVERTISING &
COMPUTER
HOW TO CREATE AN EFFECTIVE AND PERSUASIVE ADVERTISEMENT:
If you provide advertising services or design ads for others and you wish to become a Master -
This guide will increase your level or professionalism and reveal the best kept secrets of advertising
experts. It makes perfect logic that the once enormous print publication world would begin a natural
shift to the online, Internet world. The great news is for those who want to utilize it there are no
printing or mailing costs! And, just as in their print forerunners online magazines, or make money
selling advertising.
Beside the obvious cost cutting advantages of printing and mailing, potentially reach billions of
web users worldwide. Ironically in making money with the challenge becomes how to focus on
niches rather than reaching everyone in the world! As you create advertising to make money in with
affiliate programs here are a few suggestions.
Create fresh ads. Just as in traditional mediums, fresh creativity sells. If you've already seen an ad
before, chances are you won't give it a second look. Negotiate for premium placement. The top and
the middle of articles are best. You never know until you ask and it may make all the difference in
results.
- 27 -
8/9/2019 Advertising and Computer
28/30
End user Computing ADVERTISING &
COMPUTER
Be sure to send professional work. Comply with formatting and line length rules and check your
ad's working links and spelling. Send follow up messages to those who respond every week untilyou make a sale. They often just need a reminder. As you make money with evinces continue to
review these suggestions. You'll succeed using these tips consistently.
CONCLUSION:
Advertising characters play an important role in current marketplace. They create identification,
personality and promotional continuity to a brand. They not only provide cultural meaning, but also
appeal emotionally to the consumer, and function as advertising tools, by promoting the product,the product line and the brand continuity over time. Consequently, in fulfilling advertising
functions, advertising characters are accepted as a mean of communication between marketers and
consumers, ensuring that these icons continue as part of American popular culture. Thus it is of no
doubt the importance of the role advertising characters play in marketing and advertising strategies.
However, the definitions of advertising characters are not unanimous. Terms such as "advertising
characters" are considered too broad, whereas "advertising trade-characters," ambiguous. There has
been no discussion yet concerning the use of the term "advertising icon" in the literature of
advertising characters. Currently, the term most widely accepted is "advertising spokes characters."
Future research should address the issues of defining "advertising icons," since "icons" are powerful
representations of ideas and actions that are valuable in human life.
- 28 -
8/9/2019 Advertising and Computer
29/30
End user Computing ADVERTISING &
COMPUTER
Another suggestion for future research concerns the investigations on interactive advertising
characters. It is clear that advertising characters contribute to the liking of an ad, and, in the lastinstance, to the positive attitude toward the underlying brand. But there is still lack of studies
exploring the relationship between interactive advertising characters and attitude towards the ad.
This is a challenging task, considering the difficulties in defining and analyzing the effects of
advertising characters in traditional media and extending these issues to the Internet. It is essential,
however, that researchers conduct their investigations evolving concomitantly with the
technological developments and their reflection in contemporary society.
A final consideration relates to the study of the relationship between advertising spokes-characters
and brand building. The purpose of this paper was to explore only the dimensions related to the
likeability measures of advertising characters.
REFRENCES:
www.google.com
www.wikipedia.com
www.answers.com
www.bizhelp24.com
www.altavista .com
- 29 -
http://www.google.com/http://www.wikipedia.com/http://www.answers.com/http://www.bizhelp24.com/http://www.altavista/http://www.google.com/http://www.wikipedia.com/http://www.answers.com/http://www.bizhelp24.com/http://www.altavista/8/9/2019 Advertising and Computer
30/30
End user Computing ADVERTISING &
COMPUTER
***********************************