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Literary Exercise - Assignment Example

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Similarly one may look at countless online advertisements on each day, but the moot question is how to convert those in to clicks and then clicks into purchases. This…
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Literary Exercise
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Subject: Literary Exercise
Date:
Topic: Does Online Advertising Work or not?
Many thousands of stars are visible in the sky at a given time, but the pole star demands exclusive attention. Similarly one may look at countless online advertisements on each day, but the moot question is how to convert those in to clicks and then clicks into purchases. This golden rule applies in the world of advertisement also—what you do is important, but how you do what you do is more important! Your online copy should be catchy and innovative to demand the exclusive attention of the buyers.
The new advertising models based on internet technologies are dismissed outright, by those who fail to appreciate the long-term merits of such an important exercise. Here is the message that goes in favor of internet advertising. “The idea is based on consumers themselves taking the initiative by showing up voluntarily and interacting with what they find online.”(Internet…) This is an important gain and the seller has won the first round of the exercise, by arresting the considered attention of the customer.
Online advertising is helpful to create a brand and to sustain the merits of the branded products. Quality of the product and the performance- based market go to solidify the foundation of the branded products. Not all products are suitable for online advertising. Some products like mortgages, cars etc. can exclusively sell through online marketing as the individual intent on purchasing will make the detailed shopping search through a search engine to judge the merits of several competing products. With online advertising and marketing one develops the type of intimacy which is not possible through the exposure in the established mass media. In the former case, the connection is more personal and in the latter case it is impersonal. 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 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 peculiar style as the relationship between advertisements and revenues is a 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 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 the impact of the online advertisements. Online advertisements may also give fillip to 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 the light of the information furnished above, I would encourage my friend to try the option of online advertising. No mention about the type of product targeted for online advertisement campaign 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 the 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.


References
Ha, Louisa. (2008) Online Advertising Research in Advertising Journals: A Review. Journal of
Current Issues and Research in Advertising, Volume 30, Number 1, Spring
Internet advertising: The ultimate marketing machine | The Economist, July 6, 2006
Web :< www.economist.com/node/7138905> Accessed on November 6, 2012 Read More
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