Online Advertising vs. Offline Advertising

In this chapter, the authors first study the differences between traditional advertising and Internet advertising by focusing on their implicit meaning. Next, the consumer’s elaboration model and consumer’s involvement model that are applicable both in traditional and modern media are discussed. 28 advantages of Internet publicity are presented, and finally, the authors deal with the changes occurring in the consumer’s information environment.

To understand Internet advertising effectiveness, special features of advertising formats should be assessed. In this regard, marketers must develop new criteria for measuring online advertising effectiveness. First, the effectiveness criteria should be totally revised, and a set of new features must be defined so that marketers can utilize the new criteria for online advertising measurement. Then, advertisers must develop a typology of different online advertising formats and scrutinize scholars’ research in an online context. In this chapter, Internet advertising is discussed from two points of view: first, from a general viewpoint (effectiveness in advertising as whole), and then from each format’s viewpoint.


Advertising is a broad concept; in this book, the authors have presented a precise look at its practical domains. Modern advertising has become low-cost with fast access to target users, transferring a persuasive concept to customers and getting a positive behavioral reaction. The last part of their definition is indicative of a new method of advertising, which goes a step further than other methods. A positive reaction embedded in an advertising function comes from advertisers’ use of new communicational practices to transfer and receive messages. The emergence and application of new technology necessitates using the appropriate tools. In this chapter, the authors first define these new tools (strategies). Then, they discuss the differences between online and traditional advertising strategies, and offer an integrated model of Internet advertising strategies. Finally, the authors introduce different kinds of appropriate Internet advertising strategies. The purpose of this chapter is to focus on online advertising strategies and provide a fundamental understanding of their relationship to marketing practices. They examine why firms must use online advertising strategies and give some examples of how online advertising strategies can help companies make sound marketing decisions.


2021 ◽  
Vol 79 (3) ◽  
pp. 77-83
Author(s):  
FRENKEL IRINA A. ◽  
◽  
DERYABIN NIKITA YU. ◽  

This article is devoted to the analysis of the means of verbalization of the gender component in the French online advertising of cosmetic products for women. The research is carried out at the lexico-semantic level and aims to identify the linguistic means of manipulating the public consciousness characteristic of this type of discourse and the specifics of the female image formed and transmitted by advertising.


Author(s):  
Subhasish Dasgupta ◽  
Rajesh Chandrashekaran

Advertising spending on the Internet has soared. Indeed, by some accounts, Internet advertising is projected to reach $23.5 billion by 2005 (eMarketer, 2002). Although there are several ways of advertising on the Internet, for example, buttons, banners, paid links, superstitials, and so forth, banner advertising is the most common form of advertising on the Internet (Meland, 2000). Advertising using banners (usually placed near the top of a page) is currently the most popular form of online advertising. Banners may be static (stationary) or dynamic (rotating). In the case of static banners, all visitors to a particular site are exposed to the same banner. In contrast, dynamic banners describe cases where ad servers to a particular site deliver different banners to different clients/visitors. This approach presents the possibility of time/space sharing among different advertisers.


Author(s):  
Vilija Celiešienė

With the rise in mass production, advertising is undergoing sophisticated changes and is transferred from its original form to online space. Many of the world’s major newspapers and magazines have shifted much of their advertising from print to online forms in order to increase readership. The article analyses the linguistic expression of internet advertising as this type of advertising is the least researched by both foreign and Lithuanian linguists. Internet advertising is analysed in several aspects, i.e. the means of expressing the appeal function of advertising texts are discussed, ways of actualisation of advertising language are investigated. As the English language has become dominant in various spheres of language use, including advertising, the relationship between English and Lithuanian in online advertising is studied, the scope and nature of the English language use, the structure of multilingual advertisements and functions of English elements are determined. The sample material is advertising taken from the most popular Lithuanian news portals, e.g. Delfi, Lrytas.lt, 15min.lt. Reviewing the expression of the appeal function of advertising texts in the online media, it can be assumed that the imperative mood is the most commonly used tool with a tone of encouragement and inducement. The addressee tends to be approached in the form of a singular second person to establish a close, friendly relationship. Although the variety of syntactic style tools makes it possible to ‘play’ with an advertising text while making it distinctive and memorable, the Internet news portals under investigation do not have an abundance of syntactic style tools. For the actualization of advertising text, ad creators are more likely to choose lexical tools. The research results suggest that the process of losing the domain of internet advertising in Lithuania is not taking place, i.e., purely Lithuanian advertising prevails. The language of advertising is influenced by the country of origin of the product. The share of non-Lithuanian advertising of companies/goods/services of foreign origin is much higher than that of Lithuanian advertisers.


Author(s):  
Tatsiana Serada

For several years, the Internet as an advertising platform, leading in growth compared with any other media. This article examines key indicators of the effectiveness of advertising campaigns on the Internet. The study proposes a number of measures aimed at a more complete and accurate assessment of the effectiveness of online advertising in modern conditions of the global computer network.


2017 ◽  
Vol 8 (3) ◽  
pp. 49-64
Author(s):  
Mehdi Behboudi ◽  
Hamideh Mokhtari

The purpose of this chapter is to provide some insights into advertisements on the Iranian websites. Firstly, in publisher side, is the ethic a matter of fact in accepting Internet advertisements to publish? Second, to provide a preliminary insight into the advertising of pleasant and objectionable products, which one is more? Third, what kind of the involvement (rational or emotional) used more to publish Internet advertisements? In pursuing these goals, the content of 649 ads through 205 websites and 751 ads through 138 weblogs was analyzed. Content analysis was used to verify the data. In order to avoid the miscoding of contents, two researchers conducted the analysis and Intercoder reliability used to this goal. The authors found that (1) all 649 analyzed ads in Iranian websites are belonged to ethical ads and no unethical advertisement found at websites, (2) the majority of published advertisements are belonged to “high involvement product with rational appeal”, (3) the “objectionable product ads” at Iranian weblogs (%68) was more “pleasant product ads” (%32). This study by analyzing 1400 advertisements gives managers some insights and solutions regarding to advertising on the Iranian Internet domains. These experimental evidences regarding to ethics, pleasant and objectionable products and the type of involvement in Internet advertising in Iran have attracted little research attention.


2012 ◽  
Vol 01 (06) ◽  
pp. 121-133
Author(s):  
Tchai Tavor

Recent years are a testimony to the astonishing development of the Internet, an increasingly important factor in current lifestyle. Internet advertising, as well, has seen a similar development, since marketers' online advertising budgets are growing as the years go by. In this study, I passed questionnaires to Israeli businesses and checked whether there is a difference in efficiency between two of the following types of online advertisement: banner advertisement and pop-up advertisement. I also characterized the respondents with respect to their preferred type of advertisement. The results of the latter showed that the number of clickers on banner advertisement is higher than that of pop-up advertisement, and that its efficiency rates are higher as well. In addition, the characterization of advertisers gave that the probability to advertise a banner advertisement is higher if the manager is either a female, married, older than 40 and employed in the construction, Car Dealership or wedding industry.


Author(s):  
Yuliia Antybura

The article contains the analysis of educational and upbringing opportunities of modern Media Content on the History lessons. It is noted that in modern information society the school is no longer the only source of information for pupils. Therefore, on the basis of this understanding, development of pupils’ media literacy is the main task for the teachers. According to the new version of «A History Education Curriculum» for grades 5-11 of general education schools, the main purpose of History teaching is growth of a pupil as a person, who can oriented in the surrounding information environment freely. Media education serves that purpose. The issue of media education and information – communicative technologies is considered in the works of modern Ukrainian scientists. The pages of periodicals cover the potential of using multimedia, multimedia presentations, virtual learning, network technologies, the Internet resources, educational opportunities of video hosting on the History lessons in general education schools. The number of publications with specific recommendations for the use of modern media content on the History lessons is not enough. This determines the relevance of the study. The author presents the number of definitions of the basic concepts on the indicated problems, such as «information society», «mass communication», «information-digital competence», «media content», «media literacy», «media education». The main functions of media education are dwelt upon. These are: to prepare a new generation for living in modern information environment; to perceive various information; to teach a person to resist the psychological pressure; to communicate on the basis of verbal and non-verbal forms of communication through technical means. The author presents the parts of the lessons of the subject «The History of Ukraine» and «The World History» with the use of modern media content. It is advisable to use media content at the stage of perception and comprehension of educational material with obligatory reflection. The author is considers the expediency of using information and communication technologies in the curriculum of general education schools of Ukraine, the consistency of such use with state sanitary norms and rules for general educational institutions. Problems and risks associated with the uncontrolled flow of versatile information and the impact of information and communication technologies on the physical and mental health of children are singled out. In particular, there is a general decline in the level of culture and moral qualities, the memory and attention of students are worsened. The author raises the issue of the necessity of development of an information culture. Modern children should be able to resist media manipulations. The formation of media literacy and the development of critical thinking is the primary task of the modern school.


Author(s):  
Ljupka Naumovska ◽  
Dimitar Jovevski ◽  
Katarina Brockova

Children today are very comfortable using electronic technology, Internet, on line games and digital platforms. The dominant portion of the on line content is consumed via their parent’s technological devices. Knowing that children are not able to recognize media content from intentional advertising, raises the complex question of whether and how Internet advertising can be regulated and how children can be protected. The negative implications of children’s exposure to on line advertising can be categorized in: financial and psychological, and are summarized but not limited to: obesity, anxiety paired with influence over domestic spending’s, psychological and ethical issues. This raises the complex question of whether and how Internet advertising can be regulated and how children can be protected from the negative implications. The majority of research are focused on institutional regulations and industrial limitations but the importance and the role of the parents as a regularity mechanism is underestimated. The theory recognizes that certain parental style differs on how they view online exposure of their children and that influence their role in the process on regulation children exposure on online advertising. From the other side digital literacy of the parents is very important milestone in the proses positioning the parents in a role of as a self-regulation mechanism of children exposure. The industry and the regulators should be alerted for this matter in all parts of the world, since this issue is rising negative implication.


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