MEDIA IN ADVERTISING - DIGITAL MEDIA - Topic 8 Introduction to Advertising

Internet

The internet is new medium for marketing communication that the platform of the medium all is in digital form. It is an important medium in Marketing Communication because it combines the characteristic of many other media (newspapers and newsletters, magazines, catalogues, directories, television, radio, phones and film) The Internet is also a relatively inexpensive communication medium that connects a company/product with all of its stakeholders—employees, investors, and other groups that have a stake in the success of the brand Internet as a MarComm Medium

Online marketing communication serves 5 primary purposes: 1.Provides a brand reminder message to people who are visiting a website 2.Works like an advertisement in traditional media and delivers an informational or persuasive message 3.Provides a way to entice people to visit the advertiser’s website or usually called “driving traffic to the website” 4.Search tool that enable customers to find brands, customer reviews and other product information. 5.Interactivity that enable customers to contact the company or with other customers and have a conversation about a brand Internet as a MarComm Medium

 communications (blast)  Websites  Chat Rooms  Social Media / Social Networking Digital MarComm Platform

Digital ads is exciting and attractive to advertisers because it combines the best aspects of traditional media. The major benefit of TV ads is motion, the benefit of direct response is interactivity, and one of the major benefits of print is its depth of information. Digital advertising provide all these benefits, and often, at much lower cost than traditional media. Digital Advertising

Advantages of advertising placement in digital media: +It is relatively low-cost alternative to mainstream advertising media. +Easy to track +Reach a highly targeted audience +Advertisers can customize and personalize their message over the internet (tailor-made) Advantages of Digital Advertising

Limitations of advertising placement in digital media: -The inability of strategic and creative experts to consistently produce effective ads. -Technological limitation can also cause problems for user with low bandwidth or a lack of computer expertise. -Clutter, particularly when ads appear on the same screen—many moving or popping up— the clutter may be even worse. Limitations of Digital Advertising

1.Banner and Display Ads 2.Online Video Ads 3.Search (engine) Ads, driven by keywords that consumers use to search for information. 4.Classified Ads 5.Product Placement Ads Types of Digital Advertising

1.Banner and Display Ads Types of Digital Advertising

2.Online Video Ads

3.Search Engine Ads Types of Digital Advertising

4.Classified Ads Types of Digital Advertising

5.Product Placement Ads Types of Digital Advertising