Contents
Introduction
Chapter 1. Theoretical basics of internet advertising
1.1 Concept of advertising
Forms of advertising
Objectives of the advertising
1.2 Delivery methods
Display advertising
Web banner advertising
Frame ad (traditional banner)
Pop-ups/pop-unders
Text ads
Mobile Advertising
Email Advertising
Online classified advertising
Adware
Affiliate Marketing
1.3 Benefits of online advertising
1.4 Click-through rate
Construction
Chapter 2. Media planning in Internet
2.1 Media Objectives
Target audience
Communication Goals
2.2 Media Strategies
Media Mix Decisions
Geographic Allocation Decisions
2.3 Designing Media Tactics
Frequency Considerations
2.4 Evaluating Media Plan Effectiveness
What to Measure
2.5 Example of media plan
Company: Oriflame
Conclusion
Bibliography
Introduction
Advertising and promotion are an integral part of any business organisation. Over a period of time advertising has evolved as a vital communication system for both consumer and business markets. The ability of advertiser depends upon how carefully prepared messages are delivered to target audience. From large multinationals to small retailers, all increasingly rely on advertising and on various forms of promotion to help them market product and services in the most efficient manner. Creativity is required not only in designing an Advertising campaign but also in media planning. A number of Media types and Media vehicles are increasingly being used in complement to each other so as to reap the maximum benefit. Internet as a medium of advertising is increasingly being used to target the Net subscribers.my course work I will describe the media planning process, starting from establishing media objectives through to developing media strategies and tactics and finally evaluating the effectiveness of the media plan. Also I will show the example of the media plan.
media internet plan strategy
Chapter 1. Theoretical basics of internet advertising
1.1 Concept of advertising
Advertising is a form of communication used to help sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. However, advertising does typically attempt to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the brand image raquo ;. For these purposes, advertisements sometimes embed their persuasive message with factual information. There are many media used to deliver these messages, including traditional media such as television, radio, cinema, magazines, newspapers, video games, the carrier bags, billboards, mail or post and Internet marketing. Today, new media such as digital signage is growing as a major new mass media. Advertising is often placed by an advertising agency on behalf of a company or other organization.that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements.spent on advertising has increased dramatically in recent years. In 2008, spending on advertising has been estimated at over $ 150 billion in the United States and $ 385 billion worldwide, and the latter to exceed $ 450 billion by 2010.advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, su...
