ONLINE ADVERTISING
...urfing the Internet, may continue until bedtime, with a break for dinner. B). Comparing with Radio advertising Some of the conditions outlined above apply to Radio. You will find at least one radio set in every household in industrialized countries. Most of the time, listing to radio demands no concentration by consumer. He and she can be occupied in other activities at the same time as listing to the radio; reading, bathing, ironing, designing, polishing diamonds. Indeed, radio is often described as audible wallpaper. When surfing the net, reading emails or studying online offers by advertisers, the consumer needs to concentrate on screen. Online advertisers have therefore to make their presentations as interesting and motivating as possible----especially as the consumer may have the radio on in the background. C). Comparing with press advertising On a newspaper or magazine page, it is easy to distinguish and advertising from editorial. Indeed, editors and advertising are careful to design their presentation to emphasize this distinction. In the UK, some advertisers use an ¡°advertorial ¡± technique. The design of the advertisements closely resemble that of the editorial environment in which they appear. This is deliberate and permitted by publishers. Each advertorial insertion, however, must be clearly identified as such, and must carry the heading ¡°advertisement¡± or ¡°advertisement feature¡±. For online advertising, advertisements can be treated as such. In its way, editorial is also advertising. The usual divisions between an advertising element. The advertiser can use logos, headlines, body copy, product names, symbols and pack designs. Currently, there are no restrictions such as those exercised in print advertising, except possibly those relating to legality, honesty and decency in the countries in which they are published. D). Comparing with outdoor advertising There is no foolproof way of determining how many passers-by look at a poster. Even on London underground, where human traffic at poster sites can be estimated fairly accurately at various times of the day, there can be swings in either direction. Nobody has yet come up with a method of tracing actual response to poster advertising at individual sites. However, the nature of poster as an advertising medium does not lend itself to accurately relating exposure at the site to sale at the checkout. Web user, on the other hand, can interact with online advertisements, and accurate result be calculated. Online banner advertisements are often compared to posters. Like a poster, a banner can refer users to a website where product information is to be obtained. But whereas posters are static, and may be changed infrequently, banners encourage users to interact at once and can be changed as frequently as the advertiser needs. A mouse-click or key-stroke links the user to an interactive source of data, pleasure, knowledge or product offer. Each click on a banner or website is recorded, and added to the cost-effectiveness calculation for that banner or site. Through the five medias comparison, we can find the each advantages and disadvantages, I would like to summarize in the following chart. ¡¡ Advantages Disadvantages Television Broadest audienceDiscussion and press attention Range of sound, visual, story. Can be ignored by viewers; expensive;now fragmented.¡¡ Radio Link to daily activities (driving, housework, homework);Economical repetition; Low recall;Narrowly targeted audience Press Dailies of newspapers;Targetable audience;Reaches hard-to-reach audiences;Readers may keep magazines Easily ignored;Limited formats Outdoor Visual impact;Repeated exposure No way of knowing who sees it;Seen briefly;Seen from a distance Internet Immediacy, Flexibility, InteractivityCan reach both individuals and mass customers Not widely use by most people,Have to get equipment first 3.0 CHARACTERISTIC OF ONLINE ADVERTISING As a new form, online advertising is quit different from the mass media form in three aspects: Firstly, it is predominately a pull medium rather than a push medium. In traditional marketing communications it is usually an organization that is aiming to provide or push information to a consumer. On the Internet, it is usually a customer who initiates contact and is seeking information. In other words it is a ¡°pull¡± mechanism. Secondly, it is a digital medium that enables interaction. Since the Internet is widely use, and it is mediated by software on the web server that hosts the web content, this provides the opportunity for interaction with customer. This is a distinguishing feature of the medium. For example, if a registered customer requests information, or orders a particular product, it will be possible for the supplier to contact them in future using e-mail with details of new offers related to their specific interest. Actually, the interactive benefits of the Internet as a means of developing long-term relationships with customers. The last but not the least, online advertising changes the nature of standard marketing communications. Online advertising can be a one-to-many and one-to-one advertising, rather than the traditional one-to-many communications. On the Internet the overall message from the advertiser becomes less important, and typically it is detailed information the user is seeking. The web site itself can be considered as similar in function to an advertisement. I consider web site as a mix advertising and direct selling since it can also be used to engage the visitor in a dialogue. Constraints on advertising in traditional mass media such as paying for time or space become less important. 4.0 KEY ELEMENTS TO MANAGE A SUCCESSFUL ONLINE AD So far, no clear consensus has emerged on what makes for a great online advertisement the way it has, but some complaints about ads can be found: ¡ñ The site is too boring, all text and dull pictures. It is too busy, with too much on one page. ¡ñ The site gives no opportunities for interaction, just reading and watching, it is too complex and unfocused, with meaningless games. ¡ñ The software used is out of date, no frames, Java, shockwave. And may be it is too reliant on users have the latest browsers and plug-ins and a fast connection. ¡ñ The ad has no relevance to the web as a medium, or the site is relevant to the web, but not particularly related to the brand. To solve the above complaints, may need the advertisers and advertising agencies to do more researches and deeply understanding the online advertising¡¯s characteristics. However, there is three elements for manage a successful online advertising, but this three elements could not solve all the problems I mentioned, but just give some simple ideas about how to making a successful online ad. a. Setting an objective. The advertising campaign is produced to achieve an aim, to achieve what the advertiser desires, or needs. Advertising succeeds if it meets its requirement. It fails if it does not do so. The problem is that there is considerable room for mis-understanding or disagreement. One person may contend that the advertising looks good, says the right thing and has been a great help. Someone else in the organization maintains that the advertising was irrelevant, did not mean anything and was a waste of time, both probably work from different assumptions. They look different things. Advertising does not work in abstract. It sets out to meet a concrete need, which a specific response. Indeed, the more specific the advertising objective, the more helpful and the more specific can be the campaign processes----works by being precise. The more precise the more effective. b. Getting the target right. One of the main questions is advertising is: who? Who do you sell to? Who do you persuade? Who is the key influence, who is most important to you? Who¡ªin short¡ªis you audience? Advertising costs money. Often the sums are considerable and rarely does the money come easy to advertiser. That money should be spent properly, which means it should be spent accurately. A failure of efficiency is a waste if the budget. Targeting lies at the heart of the communication process. Right at the every beginning of the process the advertiser must decide who to talk to, who to select as the audience for the message. Sometimes this is simple. An advertisement for a cook for a school canteen would begin by finding people with suitable experience or health-care kitchen. It is obvious starting point. An advertisement for dental chairs would aim at dentists, but maybe not only dentists. Targeting gets more complex quite rapidly. Anyway, get target right and campaign will strike home. Get it wrong, and the money is wasted, the opportunity is wasted, the time is wasted. It is, commonsense dictates, vital to get the target rig...