Internet Advertising: Social Networking
First Name Last Name
BUS 123 Introduction To Advertising
Dr. First name and last name
September 26, 2010
Now more than ever, small businesses can promote themselves online by targeting customers and expanding their networks, often for little or no cost. Businesses can promote themselves through a variety of techniques such as targeting customers by demographics, contributing to online discussions and drawing attention to new services. Advertising in the 21st century has become very versatile because of various online social websites like Facebook and Twitter, along with other blog atmosphere websites like Pinterest and Craigslist. In the last decade, the explosion of technological advances has produced unprecedented events in the history of mankind. One of them is the Internet and its conversion into a new medium for marketing and the use of social communication in advertising. Inevitably, the internet has changed our lives.
In traditional media, newspapers, radio and television can cause information overload and change the perception of the audience (Janoschka, 2004). The Internet is not exempt from this danger, but has the potential to do something different, because it can directly reach the target audience and interact with it. A function of memory is to forget, especially information that is not significant. The challenge of advertising is to make you remember the ads. The purpose is to sell. The good publicity convinces the viewer to buy the product. This requires creating an attractive brand image and strengthening it with each ad. Advertising employs both verbal and nonverbal elements that are composed to fill specific space and time formats determined by the sponsor. Advertising reaches people through a channel of communication referred to as a medium. Today, technology enables advertising to reach its’ target audience efficiently through the Internet.
In the 1990’s, the Internet became a major part of American society and is the fastest growing type of advertising. Its more than just banner ads, it means large format interactive ads, search-engine marketing, creating special promo videos for web download and supporting TV ads with online sites. Communication among people all over the world is effortless, and information on almost any topic is just a few keystrokes away. “As a public global platform open to all kinds of information, entertainment, and communication, one of which is online advertising, it has become the latest mass medium.” (Janoschka, 2004). Internet technology allows delivering the right message to the right person at the right time while helping advertisers to reach their audience. From the moment the surfer enters the web to search for information, pop ups appear allowing the audience to subscribe to mailing lists that will send continuous news, promotions, articles, etc., depending on their preferences. This allows the seller to better reach its target and maintain continuous communication in the shortest time possible. .Most online ads do not come to you as an individual, but by your interests in various subjects, your location or, in general, by your behavior during internet navigation. In most countries, it is possible to divide the audience by geographic area based on IP address, which facilitates advertising companies that offer products and services in those areas. Websites use demographic data to learn more their audience. When registering with a portal or website, you normally provide certain personal information such as your age, gender, hobbies, etc. With this information, websites offer relevant content and advertisements based on the information provided. Some companies specialize in a data collection process known as behavioral advertising which matches ads to the interests of users based on their surfing habits. As users browse, advertisers collect data on their online activity: sites visited, time spent...
References: Arens,W., Schaefer, D., & Weigold, M. (2012). Advertising. McGraw Hill Irwin. New York
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