The essay is focussing on a critical evaluation of online advertising. It examines different online advertising instruments, such as banner, websites, keyword advertising etc. and identifies the advantages and disadvantages of online advertising.
Table of Contents
1. Introduction
2. Methodology
3. Internet Advertising
3.2 Definition of Internet Advertising
3.3 Internet Advertising Prospects
3.4 Online Advertising Effectiveness
4. Online Advertising Instruments
4.1 Website/Microsite
4.2 Banner
4.3 E-mail Marketing
4.4 Web 2.0 applications
4.5 Keyword Advertising
4.6 Mobile
5. Advantages of Internet Advertising
6. Disadvantages of Internet Advertising
7. Conclusion
Research Objectives and Topics
This study provides a critical evaluation of modern online advertising by examining various digital instruments and analyzing their inherent advantages and disadvantages within the contemporary marketing landscape.
- Analysis of key online advertising formats like banners, websites, and keyword ads.
- Evaluation of the effectiveness of digital marketing and current trends.
- Examination of the transition toward Web 2.0 and mobile technologies.
- Assessment of the benefits and drawbacks of internet-based promotional strategies.
Excerpt from the Book
4.2 Banner
Advertising banner serve as publication of the own website or microsite. This form of web promotion tries to raise the interest and curiosity of the viewer by presenting catchy slogans and (animated) graphics to motivate him as a call to action to click the banner. This leads him to detailed information on the website containing product or service descriptions. Banner can be distinguished through functionality (static or animated), through the used programming language (Gif-banner, DHTML-banner, Flash-banner, HTML-banner etc.), their appearance (Sticky Ad, MouseOver banner, Screenflyer etc.) or formats (Superbanner (728 x 90 pixel), Skyscraper (120 x 600 pixel), Wallpaper (728 x 90 + 120x600 pixel), Fullsize Banner (468 x 60 pixel) etc.) (ECIN, 2006). The organization that is booking a banner campaign can either pay per click on each displayed banner or according to fixed fee for a certain amount of impressions, called page impressions, on the specific website. To create an incentive to click the banner it is recommended to integrate an appealing content, such as a sweepstake or an exceptional animation. The effectiveness of banner advertising has been a central question ever since advertising on the World Wide Web began in 1994 (Briggs and Hollis, 1997). There are critical voices stating that “Banner ads have not been very effective in attracting respondents. Click-through rates, the process of a visitor clicking a web advertisement (banner) and going to that advertiser's web site, overall are still low for banner ads and are less than 2% in most cases.” (Tuten, Bosnjak and Bandilla, 2000).
Summary of Chapters
1. Introduction: Outlines the scope of the essay, which focuses on the critical evaluation of various online advertising instruments.
2. Methodology: Describes the approach based on a review of topical literature, expert opinions, and empirical findings, primarily concerning the German market.
3. Internet Advertising: Discusses the problem statement, provides foundational definitions, and explores prospects and effectiveness measurements like click-through rates.
4. Online Advertising Instruments: Details specific digital marketing tools, including websites, banners, email marketing, Web 2.0 applications, keyword advertising, and mobile.
5. Advantages of Internet Advertising: Highlights benefits such as lower spreading loss, improved targeting, 24/7 visibility, and higher interactivity.
6. Disadvantages of Internet Advertising: Addresses challenges like the need for constant updates, global competition, and the risk of consumer overload.
7. Conclusion: Synthesizes findings, recommending integrated cross-media strategies for effective, budget-conscious marketing.
Keywords
Internet advertising, Online marketing, Banner ads, Web 2.0, Keyword advertising, Search engine optimization, E-mail marketing, Click-through rate, Post-impression, Customer retention, Digital strategy, Mobile advertising, Brand awareness, Marketing mix, Web technologies.
Frequently Asked Questions
What is the core focus of this publication?
The work provides a critical evaluation of various online advertising instruments, analyzing how companies can reach target groups efficiently in the digital age.
What are the primary themes covered?
Key themes include the definition and evolution of internet advertising, specific digital instruments, performance metrics, and the strategic advantages and disadvantages of online media.
What is the ultimate objective of this study?
The objective is to guide organizations in selecting the most effective online advertising measures to enhance brand awareness and support business goals.
Which scientific methodology was employed?
The research is based on a review of current literature, academic theory, empirical findings, and industry studies, with a specific focus on the German market.
What content is addressed in the main body?
The main body examines various tools like websites, banners, email, Web 2.0, and mobile ads, while weighing their effectiveness, pros, and cons.
Which keywords best characterize this work?
Central keywords include Internet Advertising, Web 2.0, Keyword Advertising, E-mail Marketing, and Online Marketing effectiveness.
How is the "post-impression" phenomenon defined in the text?
It is defined as a visit to a website after exposure to an online advertisement without the user necessarily clicking on the ad, often measured by the deposit of a cookie.
Why is the author cautious regarding Flash elements on websites?
The text notes that search engines may struggle to allocate keywords on pages containing excessive Flash elements, potentially leading to lower search rankings.
What does the study conclude regarding banner advertising?
The conclusion suggests that while click-through rates have declined, banners remain important for building long-term brand awareness and contributing to post-impression effects.
- Quote paper
- Dipl. Kommunikations- und Marketingwirtin Marcella Vurro (Author), 2009, Critical Evaluation of Internet Advertising, Munich, GRIN Verlag, https://www.grin.com/document/142988
