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(2006, 2000 words)
The paper reports on Internet advertising reviewing academic literature on the promotional role of the Internet, comparing it with that of traditional advertising media, and analysing the advantages and disadvantages of the Internet advertising from the perspective of strategic marketing with reference to Porter's generic competitive strategies and Ansoff's matrix.
(2003, 2500 words)
This paper is analysing email marketing, The E-mail Advertising Strategy, E-mail Advertising features, Differences between B2B and B2C e-mail advertising, Strengths and weaknesses of e-mail advertising, Changes in E-mail Advertising, Features of the op-in e-mail, New e-mail Technologies, E-mail design process and Email Advertising legal issues
(2003, 21000 words)
The purpose of the following thesis was to elucidate the reasons why do people not click on banners and find the ways in which advertisers can make banner advertisements appeal to consumers more effectively. Furthermore, outcomes of research suggested which features in banners advertisers should avoid when developing clickable banners. First of all an extensive literature review was carried out in order to highlight all important aspects of previous researches. Analysis of literature review indicated, that the gap in the literature exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To answer these questions, people attitudes towards banner and other Internet advertising were investigated through focus group interviews and survey, which was conducted for the purpose of assessment and quantification of the qualitative research results. The findings suggest that the main reason for the ignorance of clickable banners amongst the respondents of the research was low involvement between product or service being advertised to the viewer's interests. Other reasons included the high level of annoyance of banner advertising and the threat of viruses that some banners poses.
Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content.
(2002, 3000 words)
Abstract:
This paper attempts to explain the dramatic decline in click-through ratings in terms of a change in consumer attitudes to Internet advertising. Although previous researchers found fairly positive attitudes to Internet advertising, our research found more negative attitudes. We used quantitative research to identify attitudes to Internet advertising, and found that for many respondents Internet advertising is annoying, and that many had left web-sites because of the advertising. The level of Annoyance with Internet advertising was significantly related to length of usage, frequency and volume of usage. Our findings relate to evidence that surfers actively avoid looking at advertising banners, with more experienced surfers showing different scanning patterns.
(2003, 2000 words)
This paper analyses how does advertising definition and application change when advertising is applied onto the Internet. The writer argues, that the definition of advertising is, then, changing. Furthermore, when working on Internet, advertising, direct marketing and Integrated marketing communications merge to produce new type of promotional tools, which are presented by Internet advertisements.
(2001, 4000 words)
This report firstly analyses the TV advertising and changes which took place in recent years. It secondly looks at the different new media advertising channels (Internet, Urinal advertising, petrol pumps, 'car wraps', parking tickets, pay phones, lifts, taxis, moving media, shopping trolleys, supermarket floors, tube trains, hot air balloons, projections, beer mats and variable message signs). Lastly, the comparison is made between the effectiveness, efficiency and suitability of each method. Recommendations are also developed onto how advertisers can successfully promote their products using different types of advertising channels available.
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