Advertising and Computer

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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

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CHAPTER 01

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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

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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_providers


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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.

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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_networking


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CHAPTER 02

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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.

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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

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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

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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.

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Outsourcing is gaining momentum each day as it provides high quality services within your budget

restrictions.

CHAPTER 03

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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

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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

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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.

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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.

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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

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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

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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.

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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.

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CHAPTER 04

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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

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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

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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

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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.

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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:

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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.

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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

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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.

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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.

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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

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