Advertising is any paid form of non-personal communication about an organization, product service or idea by an identified sponsor. Advertising was originally established in print media, such as newspapers and magazines, and followed onto the television and radio broadcast scene. However, focus has started to shift away from the traditional print and broadcast media, and towards the growing online advertising industry. Advertising has found a whole new medium with which to communicate to customers.
On October 27, 1994 online advertising was born when HotWired signed up fourteen advertisers for its online debut. The following year saw the emergence and public acceptance of the Web as an interactive medium. Both United Airlines and Maytag introduced their websites and promoted them through banners. By 1996, advertisers were promoting websites using traditional media. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of advertising. These changes have been driven by advances in technology, and developments have led to the dramatic growth of communication through interactive media, particularly the internet. The online advertising industry is growing and developing at a rapid rate. Since 1994 when online advertising originated, the industry has faced many obstacles. (Ad Age's interactive section provides a fascinating chronicle of the beginnings of online advertising). After the dot com crash in 2001, online advertising's success diminished, but has since re-established itself and is now a thriving $8.4 billion dollar industry.(Kridler,2004) The use of online advertising as an advertising medium is increasing in popularity at a fast pace. It is projected that the online advertising industry will to grow three times faster than advertising in any other medium. (Kridler, 2004) Businesses are beginning to evaluate the advantages and disadvantages of...
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