Download free eBooks at bookboon.comMarketing Communications
Advertising Media
ADVANTAGES OF ONLINE MARKETING
- It is affordable to small and large companies.
- There is no real time limit on advertising space, in contrast to print and broadcast media.
- Information access and retrieval are fast.
- The medium is responsive, because readers can choose from a wide array of information
they can get more information targeted to their needs immediately. - Shopping can be done privately and swiftly.
- It can be interactive; a person has to choose to enter a company’s home page so there is
more active participation than when reading a magazine and the advertisement is next to
the text of an article. Readers then select the additional information they want, continuing
to participate in the communication. - It can result in two-way communication; readers have the opportunity to provide feedback in
a more conversational mode through e-mail, and social media such as Facebook, twitter, etc.
INTERNET ADVERTISING USING ONLINE CHANNELS
Internet advertising can be done online in four ways:
- Creation of an electronic store front.
- Participating in forums, newsgroups and bulletin boards.
- Placing advertisements online.
- Using e-mail.
CREATING AN ELECTRONIC STOREFRONT: many businesses have established HOME PAGE on
the internet which serves as electronic storefronts that offer users a wide variety of information, such as:
• Description of the company and its products both in text and pictorial form thus making
browsing easier for prospects.
• A company catalogue describing products’ features, availability and prices.
• Company news, including reports on financial results, current events, new products and
upgrades, dates of training, seminars and other relevant information.
• Technical information and product brochures.
• Information about company employment opportunities.
• Opportunities to speak to staff members.
• The ability to place an order before leaving the site.