Does Online Advertising Work or not - Essay Example

With online advertising and marketing, one develops the type of intimacy which is not possible through exposure in the established mass media. In the former case, the connection is more personal, and in the latter case, it is impersonal. The mere presence of online advertisements and messages leaves an imprint in the minds of the customers and the companies get better returns on their advertising budgets as compared to print and electronic media. Louisa Ha (2008) in the article, “Online Advertising Research in Advertising Journals: A Review,” writes, “….

[suggests) five advantages of online advertising: 1) Awareness efficiency 2) easy to locate, 3) contact efficiency 4) conversion efficiency and 5) retention efficiency. Advertising influences sales in a particular style as the relationship between advertisements and revenues is two-way traffic. The companies decide their budget on the basis of a fixed percentage of sales, which means, the more is the willingness of the company to spend on an advertisement when more are the sales. Users who see online advertisements are likely to buy the product from the open market retailer.

Offline increase in sales is also due to the impact of online advertisements. Online advertisements may also give a fillip to the word of mouth advertisement when the product quality is meritorious. As online advertising is one to one communication, consumers need to trust advertising, which means the copy should be verifiable for its correctness and quality offline, if the consumer desires so. This rule is generally applicable for the first time purchase of the product. For the subsequent purchases, the consumer relies on his experience of the first purchase.

In light of the information furnished above, I would encourage my friend to try the option of online advertising. No mention of the type of product targeted for online advertising campaigns has been indicated in the question. If the product has the impulse appeal (ex. Lose weight, hair care, etc.) the results will be immediate and more rewarding. You are dealing with a knowledgeable audience. Going by availability, and suitability online advertising is the best and most trusted source of commercial product information.

So my final advice to the client-friend is, go ahead cautiously.