Advertising Management FINAL 1.7

8/6/2019 Advertising Management FINAL 1.7

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Enrolment number MBMDXB09713351

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1st

YEAR MBA ASSIGNMENT 2009-2010

ADVERTISING MANAGEMENT

PART A

y COLLECT FROM CURRENT PERIODICALS EXAMPLES OF BEST INMODERN ADVERTISING. WHY DO YOU CONSIDER THEM AS GOOD

ADVERTISEMENTS?

PART B

y WHAT MEDIA ARE AVAILABLE TO ADVERTISE TODAY THAT WERENOT AVAILABLE A CENTURY AGO? WHAT INFLUENCE HAS THE

DEVELOPMENT OF NEW MEDIA HAD ON THE GROWTH OF

ADVERTISING.

.

By Shyamkumar Pillai



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Modern Advertising:

Advertising or successful marketing has become an essential part of the business world. It

is the promotion of a companys products and services primarily done not only to drivesales of the products and services but also to create or build a brand identity and to

increase the buzz-value of the brand. The concept of companies allotting considerable

amounts of revenues on their advertising campaigns will never die but the strategies and

tactics used by advertising firms has changed considerably over the years.

The traditional methods of highly-touted customer relationship initiatives and push/pull

marketing tactics no longer work. Modern advertising is about speaking to and not

speaking at the people. It does not focus only on the mass-market point of view but also

on methods to engage people and make them grasp the brand promise and in case of

social awareness advertising campaigns make a strong impact on them.

Examples:

y From Indian advertising agencies.DONT TALK WHILE HE DRIVES


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Advertising Agency: Mudra Group, India

Executive Creative Director: Joono Simon

Art Director: Vinci Raj

Copywriter: Akhilesh Bagri

Photographer: Mallikarjun

Retouching : Sathish

Published: 2009

This advertisement conveys the message of Do not use mobile phones while driving

and it indirectly shows the consequence of it.

A person who drives and uses a mobile phone is aware of the fact that talking or texting

while driving can be dangerous; he may be conscious about the fact but does not reallycare about it. Currently it is an issue in every country, so what better way to portray the

message than by using graphic real images and targeting not just the person driving.

The idea presented in this advertisement is clear, simple, and creative and yet beautifully

executed.

SAMSUNG QUICK-COOL ACS


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Advertising Agency: Cheil Worldwide, Gurgaon, India

Creative Director: Vedobroto Roy

Art Director: Chetana PrasadCopywriter: Vedobroto Roy

Illustrator: Atanu Roy

Published: March 2010

Samsung quick cool ACs work so fast that turning it on can even cool the Incredible

HULK.

This idea is simple, clever and funny. It is based on a fictional character HULK (the green

looking monster side of the cartoon character shown in the advertisement) appearing in

comic books and in movies. According to the comic books Hulk who is actually, a physicist turns into a green monster when he is emotionally disturbed and extremely

angry. But as you can see the Samsung Quick Cool ACs work so fast even Hulk can be

transformed instantly into a cooler and of course confused person.


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This advertisement was also for Samsung Quick Cool ACs done by the same advertisingfirm, showing how quickly their air conditioners can cool.

THE IDENTITY OF YOUNG CHENNAI


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Advertising Agency: 1pointsize, Chennai, India

Executive Creative Director: Sharad Haksar

Creative Director: Anantha Narayan

Copywriter: Prakash

Art Director / Illustrator: Gopi Prasannaa

Every social awareness advertisement has to be shocking to some extent. Just saying

Please Donate Your Organs is old and might catch the attention of few, but giving a

reason from the illustration and the captions that you cant pledge them forever might

prove more effective.

The idea of a decaying body is basic illustrating it in a comical way will definitely catch

the readers eye and convey the message.

BULLETPROOF YOUR SUV


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Advertising Agency: DDB Mudra, Bangalore, India

Executive Creative Director: Joono Simon

Art Director: Vinci Raj

Copywriter: Akhilesh Bagri

Illustrator : Sajith kumarPublished: 2009

The advertisement is about bullet proofing SUVs.

The idea is powerful with a good visual of both the main objects of interest. The visual is

simple but strong enough to catch the attention of a reader as the image of a gun and a car

might strike him as an advertisement of a new Bond movie.

In all it is a smart way of showing that even if the gun goes off your car is going to be

protected from the bullets.

GET ADDICTED


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Advertising Agency: Karan Rawat, Mumbai, IndiaCreative Director: Karan Rawat

Illustrator: Ajay Borle

Photographer: Prasad Naik

This advertisement along with its caption is a smart, tacky and fashionable way of

portraying the product, Killer Jeans.

The visual is clear, the outfit worn by the model is fashionable and linked to the caption,

also the naught look on the models face makes the advertisement even more attractive,

appealing, and addicting to the youth.


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y From International advertising agencies.Flexible fabric

Advertising Agency: JWT Dubai, UAE

Executive Creative Directors: Russell Heubach, Chafic Haddad

Senior Art Director / Copywriter: SM Ziyad

Illustrator / 3D Artist: Tarek Samaan

Planner: Prabhakar Iyer

Account Manager: Rochelle Barreto

This is another advertisement that uses the fictional character HULK appearing in comic

books and in movies. According to the comic books Hulk, a skinny physicist turns into a

huge green monster when he is angry. During this transformation, his clothes usually getstretched out and torn. This advertisement is a simple and creative and shows no matter

what even if the incredible Hulk is hurt band-aid is flexible enough to stretch and stay on.


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Fed-Ex Neighbors USA-Brazil

Advertising Agency: DDB, BrazilCreative Directors: RodrigoAlmeida, Renata Florio, Sergio Valente

Art Director: Max Geraldo

Copywriter: Aricio Fortes

Photographer: Manolo Moran

This advertisement shows how easy it is to deliver packages with Fed-Ex between North

and South America, its as easy as passing a package from one neighbor window to

another. Distance doesnt matter with Fed-Ex. The advertisement is simple but also

brilliant and creative.


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IF YOU DON'T FIGHT CHILD ABUSE, WHO WILL?

Advertising Agency: Y&R Johannesburg, South Africa

Chief Creative Officer: Michael Blore

Executive Creative Director: Liam Wielopolski

Art Directors: Alison Stansfield, Mbuso Ndlovu

Copywriters: Ian Franks, Sebastian Schneider

This is a brilliant and straight to the point advertisement campaign with a chilling insight

about child abuse. The photography and color is also good and the idea of using toy

soldiers to protect the child is very creative and touching.


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PROTECT YOUR SIGNATURE

Advertising Agency: Extreme Group, Toronto, CanadaChief Creative Officer: Shawn King

Creative Director: Phil Sylver

Art Director: JP Gravina, Matt Prokaziuk

Copywriter: Matt Prokaziuk, JP Gravina

Illustrator: Richard Thompson

Account Management: Mike Bevacqua, Amber Foucalt, Whitney Cummings

Published: April 2010

This advertisement is about fraud proof pens. The ad is simple and straight to the point, it

show a signature that is signed using a barbed wire meaning you can protect your identityif you use their product and no one can forge your signature.


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DON'T THROW AWAY WHAT CAN BE USED AGAIN: EVEN AN OLD

CALENDAR BECOMES NEW AGAIN EVERY 28 YEARS.

START THE NEW YEAR WITH A RESOLUTION: RECYCLE.

Advertising Agency: Euro RSCG, Milan, Italy

Creative Director: Dario Villa, Erick Loi

Art Director: Luca Ghilino

Copywriter: Michele Picci

Published: December 2009

Smart way to show people that recycling is always an option what seems to be useless

now might be as good as gold in some time. The idea in the advertisement is simple and

to the point. The idea of putting the recycling stamp on top proves more effective in

catching the readers eye and conveying the message of recycling.


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This advertisement was made by students of the Miami Ad School for Hoover Vacuum

Cleaners. Its a clever way of demonstrating how efficient the vacuum cleaner is, its so

powerful that it can vacuum the clouds from the shy.

\


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EVERYONE MAKES MISTAKES

This advertisement was published in Hong Kong for Stabilo Erasable pens. Its a simple,

creative advertisement with a clear message. It shows a ballot paper with the names oftwo politicians Al Gore who is all for saving the environment and George W Bush who

wanted to have a war. The point of the advertisement is that everyone makes mistakes but

with the erasable pen you can wash your gilt way and correct you mistakes.


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PART B

WHAT MEDIA ARE AVAILABLE TO

ADVERTISE TODAY THAT WERE NOT

AVAILABLE A CENTURY AGO? WHAT

INFLUENCE HAS THE DEVELOPMENT OF NEW MEDIA HAD ON THE GROWTH OF

ADVERTISING.


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Advertising Media Available Today That Was Not Available A

Century Ago

Advertising has reached greater heights with the leap that technology has taken in the last

few decades. Radio advertising, print advertising and television advertising which once

considered the only medium for advertising now seems a little outdated to the present

generation. However, this does not mean that traditional media like newspapers, radio and

television advertising have died out. In fact, with the increase in television networks,

radio stations, magazines and newspapers it has become much easier in targeting a market

than it was 20 to 30 years ago.

Times have changed and so has peoples lifestyles, in the new 'on the move' culture very

few individuals actually stay at home. Even though it may be harder to find people at their

homes, it has become easier to stay connected with people through the advancements in

technology. The world has now become a smaller place thanks to the World Wide Web or

the internet and mobile phones, giving modern advertising a new face, which is more

glamorous and high-tec.

Advertisers have always looked for new types of advertising appeals. Many of the new-

age advertising methods are a result of the advent of the Internet, while some are just

novel ideas that have transformed mundane advertising media into brilliant and witty

advertising methods. Internet advertising is a vast concept with several sub-types, many

of which were introduced recently; email advertising being one of its earlier trends. In

addition to these outdoor advertising solutions like billboards, kiosks and airport

advertising have also gained popularity in the last few decades, since outdoor advertising

continues to be the basic commodities bought by most households and a means of

creating business.

Today, business success largely depends on the amount of money spent on advertising

and marketing. Every year companies increase their advertising budgets for marketingtheir products. Its a rule in business, if you have something efficient and something

unique to sell you need to also possess the art of selling it. Modern advertising methods

have made it possible and even more beneficial for every big and small company to

showcase their products in a very different unique way and perception to attract the

audiences in to buying them. Modern advertisers prefer taking bigger risks and

experimenting with new concepts, which are trendy or modern and innovative. No one


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wants to waste their time in lengthy conventional methods of advertisements; big

companies are more than willing to spend bigger money for instant, smart, quick ideas,

which makes the perfect combination of creativity and sense of advertising.

Modern advertising is not about using online advertising and mobile phone advertising its

also about economics, how to be trendy and yet cost effective in order to get a good

return on the investment. Because companies just cant afford to advertise and make no

profit.

Media used in advertising can be divided into 3 categories:

y Online Modern Advertising Methodsy Offline Modern Advertising Methodsy Mobile Modern Advertising Methods

Types:

Online Modern Advertising Methods


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Pay Per Click or PPC Advertising

PPC advertising is also referred to as adwords

advertising, keyword advertising, cost per action

advertising and search engine advertising. In PPC

advertising businesses purchase keywords or

relevant words to form a PPC advertising

campaign. Then when surfing the internet types

one of the campaign keywords, the advertisement

shows either above or to the right of the organic

search results.

Yahoo was the first company to venture into PPC.

Googles Adwords program is now the most

popular and largest PPC advertising program on the Internet. Originally this form of

advertising was relatively inexpensive, but today prices have increased to the point that

many small business owners cant afford to use it. Yahoo! Search Marketing, MSN,

adCenter, Miva and other search services also offer PPC advertising, often for less than

Google.

PPC advertising is also used to get users to takea survey to acquire information on people who

search by certain keywords.

Banner Advertising/Web Banner Advertising

This type of advertising is similar to banner

advertising used on the roads. The advertiser

pays for space for a limited time on a

publishers web page (banner advertisements

usually placed on the horizontal strip on the top

of web pages). They attract attention due the

images and graphics placed through javascript

or any other multimedia objects and animations on the web banners. These web banners

ads when clicked, leads searcher to the advertisers web page.


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The advertiser has to pay per click for all searches sent from a publishers page and then a

commission if a searcher takes a desired action on the advertisers destination page.

Pixel Advertising

Pixel advertising is a new type of Internet advertising in which the cost of an

advertisement is calculated based on the number of pixels it occupies, just like buying

space in a newspaper, the advertiser pays based on

the space (number of pixels used) that the

advertisement takes on the page.

This type of advertising originated in 2005, when a

British student Alex Tew came up with a new websitecalled The Million Dollar Homepage, where the

advertisers could buy advertising spaces at a rate of

$1 USD per pixel with a space limit of one million

pixels. In addition to the space options provided by

the hosting websites, there is also the option of using

Do-it-Yourself (DIY) pixel scripts, which allows

people who do not understand the intricacies of the pixel advertisements to incorporate

the pixel advertisements in their own website without any hassles. The commonly used

DIY pixel scripts are the GPix Pixel Ad Scriptand Million Pixel Script.

On Site Ads Related To Content

This type of advertising also called as contextual advertising, is placed on pages relevant

to the search. More recently, these

advertisements show up next to emails in the

Google mail service. Ad sense was the first

contextual advertising venture by Google.

Contextual advertising often proves more

effective because of its relevance to the

keywords searched and is a very specifically

targeted form of Internet marketing in which

the advertisements are selected by automated

systems based on the content being viewed by

a particular user. The automated system scans

the text of a website for keywords or relevant


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words and sends advertisements that match the content which the user is viewing. Many

search engines also make use of contextual advertising for displaying advertisements on

the search result pages, such that the advertisements match the content that the user is

looking up on the web.

There are two types of contextual advertising. In the first type banner advertisements are

placed by advertisers on third party web sites such as Google. The third party then places

banner advertisements only on pages with relevant content. In the second type hyperlinks

are provided instead of actual advertisements A third party scans the searches content for

keywords purchased by the advertiser and automatically makes those keywords into links

to the advertisers destination webpage.

The advantage of the second type of contextual advertising is that the links are less

intrusive than banner advertisements and they appear to be a part of the content.Therefore, readers are more likely to click on the links than on banner ads.

Contextual advertising is interactive just as PPC advertising because the searcher keys in

a keyword or clicks on a hyperlink to get to the advertisers page.

Blog Advertising, Facebook andOther Social

Networking Websites

Some might consider blogs or social networking

websites as a waste of time but these days blogs are

one of the most popular mediums for interactivity.

Blogs or social networking websites are web pageson which a blogger writes his thoughts regarding a

particular topic and audiences write comments on

their thoughts. Owing to the tremendous popularity

of blogs and social networking websites,

advertisers have wisely used these as effective

advertising and marketing tools. Some companies

are using corporate blog to reach out to their customers online by writing of new products

feature, their working, their rates, comparisons, etc. The advertising blogs make use of

Search Engine Marketing techniques, which ensures better results on the web.

E-mail Advertising

E-mail advertising is a form of direct marketing that uses electronic mail or e-mail as a

means of communicating commercial or fundraising messages to a potential customer. E-

mail advertising may be sent with the purpose of:

y Enhancing the relationship of a company with its current or previous customers,


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y To encourage customer loyalty and repeat business, ory It may be sent with the purpose of acquiring new customers and convincing current

customers to purchase something immediately.

Pop Up Advertising

Pop-up advertisements or pop-ups are a form of

online advertising on the World Wide Web or

internet intended to attract web traffic or capture em

ail addresses. Pop ups are web browser window

advertisements that open up when certain web sites

are opened a new. The pop-up windows is usually

generated by JavaScript, but can be generated by

other means as well.

A variation to the pop-up window is the pop-under advertisement, which opens a newbrowser window hidden under the active window. Pop-unders do not interrupt the user

immediately and may be not seen until the active window is closed, making it more

difficult to determine which web site opened it.

Offline Modern Advertising Methods

Offline Advertising methods includes some traditional advertising media, but with a more

modern perspective. Some of these methods are:

PR Advertising

Public relations, or PR advertising, is designed to get people to take an action other than

just make a purchase. Traditionally, PR advertising only gave the business perspective

on an issue, defended the business from accusations, or made an apology for some

wrongdoing. However, PR advertising has changed. Now the modern method of PR

advertising is to encourage interaction with the business, maintain and develop good

public relations and goodwill amongst employees as well as clients. This method is not

only a way to be in the public eye, but also a great way to build and maintain a particular

brand image and identity. Public Relations is not just designed to make a sale, but to

support the business in some other way. Public Relations is thus a great advertising tool

which is used by companies to reach out to their investors, employees and their existing

and potential customer base.


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PR advertising can be either done online or offline like advertisements in newspapers,

magazines, television and radio.

Theater Advertising

Theater advertising has been used for

decades when advertising concession

stand products. The advertisements are

run before the movie starts and at

intermission to get people to buy drinks,

candy and popcorn immediately. But it

dint work as effectively for other

businesses because its impossible to get

people to take immediate action. Modern

advertising is all about making peopletake action. Now, we find advertisement

on the screen accompanied by a printed promotion like a coupon. For example, most

people eat out after a movie. Therefore, if a restaurant advertises a discount by handing

out coupons or promotional flyers to movie-goers most people would take to the

restaurant for the discount.

Newspaper & Magazine Advertising

In general, people might consider advertising in Newspapers and Magazines as an older media.

However, now there are hundreds of types of

newspapers and magazines available in the market

targeting each community or age group it might even

be a comic book. Modern advertising is not about

mass publication but targeting the right group of

people to make the product sell.

Cable Television Advertising

Cable television not available 50 years ago is now in almost every household; even in

most rural areas. Because of the vast variety of options in channels for each category of

people, advertising on it can be purchased locally, regionally and nationally and is usually

less expensive than regular television advertising, making it more feasible to use for

direct marketing. At a low price, even small business owners with small advertising

budgets can afford cable television advertising. In addition, to this todays ad-sales

environment offers new advertising opportunities, including product placements,


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entitlement sponsorships, and sponsor-supplied programming. Another strategy used in

these advertisement is to make to add a phone number or web site address which could

motivate potential customers to respond directly and immediately to the business.

Radio Advertising

Like cable television, there is variety of radio stations available that can be used to target

a particular group of listeners. But for modern advertising to work the advertisement has

to be enticing and appealing strong enough to make an impression on the target market

members. Hence, many local radio stations offer drive time ads that provide affordable

message repetition, especially if the ad is run shorter than the typical 30 and 60 second

ones.

Mobile Modern Advertising Methods

Mobile Advertising

It may be annoying to receive advertisements on the cell phone, but

mobile advertising or cell phone advertising is one of the most

effective ways of advertising. Its two-way communications departs

from most one-way media, and its user-centric approach makes

bottom-up marketing feasible, thus providing the essentials of

modern advertising methods.

Usually, advertisers have a data of mobile numbers of their existing

customer base and a list of phone numbers of people who might be potential customers. M essages on the mobile phone rarely go

unnoticed and hence, qualify as an effective marketing or advertising

tool! Companies are using mobile advertising across the world from

Pizza Hut, to Honda, the big boys are jumping in and experiencing

good return on their advertising investments. Mobile advertising

especially appeals to younger generations who have grown up with, media technology

including mobile phones.

Most mobile phone devices display advertisement at the top or bottom of a phones

screen.


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Advertising on Truck And

Cars/Mobile Billboards

Mobile billboard trucks are nothing

but giant eye-catching rolling mobile

billboard messages that can travel to

any zip code where it's needed the

most. Mobile billboard advertising

trucks are like radio and TV ads; the

billboard trucks reach targeted

locations and are directed toward a

specific demographic group. The

length of campaign is usually limitedto a few days or weeks at a time.

Frequency and impact is an important

element to a successful advertisement campaign and mobile billboards crea te a hugeimpact on the viewer, which causes them to remember the advertisement for days and

weeks after they had seen it. Large billboard trucks on wheels, rolling slowly in front of

100's and 1000's of eyes are remembered! Mobile ADS can target specific demographics

with as few as 1 billboard Truck in most designated market areas.

There are companies that rent trucks specifically designed to be mobile billboards.

Companies offeringrentaltruck and car advertising services contend that:y Truck and car advertising use motion, size and visual appeal to capture attention.y More than 90 % of people notice truck and car advertisements.y 14 million people a year see metro trucks.y Truck and car advertising is more economical than billboard advertising.

Research has shown that advertising on trucks is more visible and creates more

impressions than all other types of Outdoor street media,

including buses.

Outdoor/Billboard Advertising

Outdoor advertising is the most popular way to promote

products and ideas. It includes various types of

promotional displays, from highway billboards to transit

posters and door hangers, all geared towards

communicating a message to the public. The message


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might be to buy a product, take a trip, vote for a politician, and give to a charity or even a

public service announcement.

Outdoor advertising has changed in the la st

few years. Now when people think of outdoor

advertising, they usually think of the colorful

billboards along the streets and highways. A

billboard located a block away or in front of the

business can direct people to that business

showroom where as the billboard in an

undesirable area will do little good. With

outdoor advertising, the creative spirit of

modern advertising is not stifled, and the reach

is deep and diverse.

Outdoor advertising offers value for money and

reaches its audience as an element of the

environment. Researchers are spending

extensive resources to study this medium. The

top categories of businesses that use outdoor advertising are: Entertainment &

Amusements, Media, Retail, Travel and Consumer Goods. Outdoor advertising is

considered the ultimate mass medium that is true to its core values.

Mall Advertising

Shoppers in a mall, by their very presence, are looking to buy. They are a captive

audience in a visually stimulating environment, audiences that craves new trends and

compelling reasons to purchase. In fact, the average shopper typically makes 38 trips to a

mall each year and on average, stays an hour and 20 minutes per visit. So what better


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place to make an impact on a potential consumer than where they are most receptive to

relevant messages. Mall advertising offers the best chance to communicate with

consumers when they are in a buying mindset. Mall advertising offers uniquely effective

options such as on-mall events, product sampling, handouts, and signage, which are

smart, and affordable marketing solutions designed to add frequency, relevance and brand

interaction not possible with traditional media.

Bathroom Advertising/Restroom Advertising

Bathroom advertising seems like something out of box but it is fast catching up with

advertisers who are keen to present their product in a unique and sophisticated manner.Bathroom advertising is nothing, but placement of advertisements in public restrooms! A

research was carried out, in which a test group of people visiting a restroom were

questioned whether they noticed the advertisements placed in there, and surprisingly a

major percentage of the group were seen to have a high retention of the advertisements.

This led to the conclusion that people visiting the restroom are a good target audience.

Bathroom advertising is soon catching up as an effective advertising tool.

Airport Advertising

Airport Advertising is nothing but placing advertisements in the airport to target

passengers in international as well as domestic flights. The experience of an airline

traveler is unique. On an average, travelers spend about 2 hours in the airport prior to

departure.

Airport advertising is designed to target passengers through every step of their

journey - as they enter through ticketing, proceed through concourses, reside in gate


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areas and as they pass through jet bridges using spectaculars, wraps and floor exhibits.

Upon landing, baggage claim and ground transportation provide additional exposure.

Subway Advertising

In this type advertisements are place in areas directly over the windows in trains, on

platforms ticketing counters and other high traffic areas.

Other Advertising Media


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In addition to the media discussed above

advertisements are also places in bars, bus

shelters, bus sides, sidewalks, phone kiosks,

taxi tops and other public areas.

Influence of Development of New Media on the Growth of Advertising

Modern advertising has gripped the world with its extravagance and extra ordinary

results. The term advertisement has found a new meaning with the latest technologies and

changing markets.

Today's consumers are more savvy, sophisticated, and discriminating. With their

distracted, multi-tasking lifestyles, not to mention being inundated with marketing

messages, they're often blind to traditional media. Therefore, to ensure the brand gets

noticed, its important to catch the eye of the consumer when they are actually looking.

Usually, the traditional methods of advertising included print media: newspapers,

pamphlets, billboards and television. The modern concept of advertising goes much

deeper than the stated methods. It uses the changes, new options and different advertisingmethods and techniques available in the traditional media to grab attention the consumer.

In addition, the advent of Internet has made it possible to market products in every nook

and corner of the world.

Effects:


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Effect of Online (Internet) Advertising Methods

Through the internet, a business of any size can compete in the global marketplace. In

fact, on the internet, the size of an organization's operation makes little difference. Similar

companies compete against one another while being only a mouse click away. In other

words, a buyer can locate numerous sellers offering similar merchandise, similar prices

and similar offers in a very short time period. As more people and businesses become

comfortable with the internet, the marketing landscape of the internet continues to evolve.

Use of the internet has exploded during the last few years in both the consumer and

business-to-business markets. Although experts still debate the future of the internet, no

one doubts it is having an impact on how business is taking place in the twenty 'first

century, even with all of the - - dot crashes - - of the late 1990s. Here are some facts about

the internet that highlight its tremendous growth and presence in society:

y The most common products consumers' research online and purchase off-line (atthe store or outlet) are: automobiles, computer, hardware, travel, electronics,

books, appliances, music, sporting goods and clothing.

y Over 25 percent of all business-to-business purchases are placed through sometype of internet connection.

y The five top business-to-business e-commerce products are computers andelectronics, motor vehicles, petrochemicals, utilities, papers and office products.

y In 2004, 10 percent of business-to-business advertising dollars were spent on theinternet. The total amount spent was $8.7 billion.

y About 54 percent of the e-mail users have responded to an e-mail advertisement.Almost half purchased a product.

y Internet retail sales account for almost 2.5 percent of all retail sales.In today's marketplace, the web is becoming the communication tool of choice for many

companies. The internet provides opportunities for communication, customer service,

sales support, collaboration and e-commerce. Some companies use the internet for every

aspect of their business including taking orders, inventory control, production scheduling,

communications plans, sales programs, service departments and support programs.

The influence of the internet on the consumer, various businesses and industries is clear in

todays economy. The presence of the internet has become so important that it has now an

essential media of a modern advertising.


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Effect of Offline Advertising Methods

Using offline advertising might be considered by some as old fashioned but the truth is

offline media has also modernized from just one or two types of newspapers, magazines

or TV channels to hundreds depending on the target audience. Now there is a channel or

magazine to cater to the needs of every person making it easier for companies to advertise

and attract attention. Advertising firms and companies have come up with creative ways

to make this type of advertising more effective. On their advertisements, they offer free

samples, premium items and discounts making the customer more inclined to using a

clipping and thus increasing sales.

In addition the internet and other forms of modern technology is most appealing to the

younger generations than the older people who find the internet as a little confusing and

hard to understand where as getting information from newspapers, magazines etc as morereliable and informative.

Effect of Mobile Advertising Methods

People are constantly on the go from getting to and from work, to traveling for business

and pleasure, to shopping, most people cover lots of territory within any given day.

Therefore, it is no wonder why there are advertisements wherever one goes. From

billboards along the highways, to subway and airport advertising, to mall and bathroom

advertising mobile advertisements are everywhere. People constantly see these

advertisements and automatically store then in their memory so the next time they shopthey look for the products they saw advertised around them, as these products are more

familiar to them. Mobile advertising outdoors or indoors might seem like a one sided

approach to some but it is most effective especially if the signs are posted near the

business locations. Another reason why outdoor mobile advertisements have become

popular is that they are very creative and eye catching making them interesting to

potential customers.

In addition to these, advertising through mobile phones is unobtrusive and interactive

with immediate results. People, carry their mobile phones everywhere making it easier to

contact them. Sending advertisements to peoples mobile phones is growing quickly from

just under 500 million in 2006 to a projected almost 5 billion by 2011. This growth is

understandable considering mobile advertising to be a two-way means of communications

from most other one-way media, and it has user-centric approach making it an essential

part of modern advertising.


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Conclusion

When all three types of modern advertising media are considered online or internet

advertising seems to be the most effective as it influence all the other categories in some

way or the other. Its easy to access, user-friendly, provides all the information a potential

customer needs and lets the customer make a purchase instantly. Thus with the increasing

usage of the internet the revenue gained from it has also increased considerably.

Date post:	07-Apr-2018
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Advertising Management FINAL 1.7

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