Brief Literature Review on Online Advetising

The article, “The New Ad Game”, by Jessica Ramirez, is an expository essay describing the in-game advertisement. The author wrote the essay, detailing what analysts predict to be huge growth in the ad market in the next five years. With the help of advanced technology, the in-game advertisement is thriving because of the large market, elimination of previous obstacles, and new degrees of connectivity comparable to that of PC.

Advertising has steadfastly served the print business for a long time, and was connected to the Internet with each desire of achievement. Web promoting started with Center and Siegel 's in well known Green Card Lottery message on the Usenet website in April 1994 and was followed in October by publicizing arrangements for AT&T, MCI, Sprint, and Volvo on Hot-wired lastly the thought got on. The Advertisement developed in advancement, and today there are Static, pivoting, looking over, enlivened, streak and interstitial standard promotions all which are intended to create movement, expand brand mindfulness and produce leads and deals. Web organizations were established on publicizing incomes, and for a few years the organizations flourished.

The world of the Internet uses advertising as its central driving force. Internet start-up companies have

Companies are starting to make their online advertisements a game (Mynewsdesk, 2011). In this way customers are drawn to the companies’ advertising by playing fun games. BMW

Cutthroat business, ruthless dog-eat-dog relationships, and high stakes are timeless key characteristics of the advertisement business. Overtime, the advertisement business has evolved and adapted to suit society’s desires. Advertisements from the 1950s seem alien to us today. The advertiser’s main goal is to sell you an item, idea, or service. To do this, advertisers must represent their target audience’s wants and desires. So as society changes, advertisements must too. The most prevalent changes in the modern era since the 1950s include the methods of reaching the consumer and changes in the content of the advertisements. Gender roles in advertisement have not seen as much of a dramatic change. However, advertisement has evolved, but not necessarily for the better, as it still reflects almost every characteristic of our society; from our materialism to our distorted morals.

Loyal customers also are exposed to the company's Web address because it is generally printed on the product labels. This almost forces the habitual buyer to memorize it. The enormity of the Web may lead consumers to become lost or may make finding the site itself difficult. Also not all buyers have access to computers or may be computer illiterate. The Web is a useful tool for keeping old consumers loyal and up to date in regards to their favorite brands. Web pages provide a cost effective means to distribute additional product information. Consumers go to the web site seeking the company's message. It offers a means of direct consumer feedback by encouraging buyers to e-mail their opinion of the brands. It can also be used as a research tool by counting the number of "hits" there are for a particular products web page. This recording my reflect consumer interest in the product. Web masters may find difficulty in making accessibility and navigation simple enough for all users. Exactly what message and information should be posted and consumer awareness of the web site itself may also prove to be obstacles to be overcome by sight producers.

Journal of Advertising, vol. 37, no. 2 (Summer 2008), pp. 99–117. © 2008 American Academy of Advertising. All rights reserved. ISSN 0091-3367 / 2008 $9.50 + 0.00. DOI 10.2753/JOA0091-3367370208

Internet marketing differs significantly from conventional marketing communications because of the digital medium used for communications. The internet and other digital media such as digital television and mobile phones enable new forms of interaction and new models for information exchange. A useful summary of the difference between theses new media and traditional media has been developed by McDonalds and Wilson they describe the 6 I’s of the e-marketing mix. The 6 I’s are useful since they highlight factors that apply to practical aspects of the internet marketing such as personalization direct response and marketing research but also

Online advertising campaign is a new way of product promotion with the development of Internet technology. The main purposes of the online campaign are always for the product promotion and brand marketing. Creative is the most important factor in the advertisement that used to express information. Based on the Ford advertising, the article will attempt to analyze the pros and cons of advertising content. In the first part, the article will analyze the advertising content from the overall perspective; to list out the components of the advertising campaign. Then, the article will discuss the effectiveness of the advertising campaign based on personal opinions and the peer reviews. Finally, the

Online advertising enables to one to target an audience with accuracy, and enables efficient focus on specific segments. With this method, a company can track how the different users interact with a brand and in what they are interested. The different ads on the web can be quickly delivered and are really flexible with few additional costs and is easily accessible anytime. Online advertising also enables interactivity. The users can quickly and easily have information about the products, its benefits and characteristics, simply by clicking on a link.

Nowadays the most advertising revenue is attracted by the internet as it globally reaches targets and this is why online promotion is considered to be one of the most powerful promotional tool.

According to Griffiths these different platforms have enabled businesses to target customers based on their preferred websites as well as their demographic. Rather than generalizing their marketing campaigns to all potential customers, internet has provided avenues where businesses can create market specific advertisements and relay the message without running the risk of targeting the wrong niche with the wrong message. Griffiths showed that with traditional media, advertisements were more of a guess work or gambling where content was put out there with the hope of someone seeing it and it was restricted to individuals in a given region. Internet marketing is different in this aspect as businesses knows exactly where they are available online and can target advertisements to them directly. Email marketing for example, informs customers about any offers by the company, any new products they have on the market, allows recommendations based on previous purchases and even allows businesses to invite its customers to its events. Also, Griffiths proposes that unlike previous platforms which were more costly and exhausting, on the internet the process is cheaper and less tedious. Taking an example of direct mail, an individual had to be given a payment to develop the material that

Internet advertisement has its own uniqueness. The main thing about it is how it displays the advertising. It has more quality when compare with other printed media. It is because internet advertisements create content similar to the thoughts of human minds to influence consumers. Uniqueness about internet advertisement is that user’s cannot avoid it because it automatically appears on web page. They don’t need to browse or search for an ad it is very important to study the consumers’ attitude towards online marketing. Advertisement content is a very important factor to create positive or negative attitudes towards online advertising. (Ng Ka Po, 2006)

Through finding whether or not there are differences between the two approaches to making a purchase, this research will also aim to find out which type of advertising method is the most effective. I will be carefully looking at the factors contributing to the consumer’s buying decision process in order to aid me in understanding the perceptions of consumers in different categories. These understandings may also be useful to marketers by offering a valuable insight to the purchasing habits of the consumers.

Over the years Internet advertising, aka Web advertising, is a fast growing business. Plus, “online advertising”, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It has already proved to be significantly important in digital economics, for example, “it is vitally important for both web search engines and online content providers and publishers because web advertising provides them with major sources of revenue”. Its attendance is increasingly important for the whole media industry due to the influence of the Web. For advertisers,