asks to be accomplished with specific customers that a company is trying to reach during a particular time frame. A company that advertises usually strives to achieve one of four advertising objectives: trial, continuity, brand switching, and switchback. Which of the four advertising objectives is selected usually depends on where the product is in its life cycle.The purpose of the trial objective is to encourage customers to make an initial purchase of a new productpanies will typically employ creative advertising strategies in order to cut through other competing advertisements. The reason is simple: Without that first trial of a product by customers, there will not be any re peat purchases.Continuity advertising is a strategy to keep current customers using a particular product. Existing customers are targeted and are usually provided new and different information about a product that is designed to build consumer loyalty.Switching Companies adopt brand switching as an objective when they want customers to switch from competitors 'brands to their brands. A common strategy is for a company to compare product price or quality in order to convince customers to switch to its product brand.Companies subscribe to this advertising objective when they want to get back former users of their product brand. A company might highlight new product features, price reductions, or other important product information in order to get former customers of its product to switchback.
1.2 Delivery methods
Display advertising
Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase the ads effect. Online advertisers (typically through their ad servers) often use cookies, which are unique identifiers of specific computers, to decide which ads to serve to a particular consumer. Cookies can track whether a user left a page without buying anything, so the advertiser can later retarget the user with ads from the site the user visited.advertisers collect data across multiple external websites about a user s online activity, they can create a detailed picture of the user s interests to deliver even more targeted advertising. This aggregation of data is called behavioral targeting. Advertisers can also target their audience by using contextual and semantic advertising to deliver display ads related to the content of the web page where the ads appear. Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser s return on investment, or ROI, over untargeted ads.may also deliver ads based on a user s suspected geography through geotargeting. A user s IP address communicates some geographic information (at minimum, the user s country or general region). The geographic information from an IP can be supplemented and refined with other proxies or information to narrow the range of possible locations. For example, with mobile devices, advertisers can sometimes use a phone s GPS receiver or the location of nearby mobile towers. Cookies and other persistent data on a user s machine may provide help narrowing a user s location further.
Web banner advertising
Web banners or banner ads typically are graphical ads displayed within a web page. Many banner ads are delivered by a central ad server.ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and other programs.
Frame ad (traditional banner)
Frame ads were the first form of web banners. The colloquial usage of banner ads often refers to traditional frame ads. Website publishers incorporate frame ads by setting aside a particular space on the web page. The Interactive Advertising Bureau's Ad Unit Guidelines proposes standardized pixel dimensions for ad units.
Pop-ups/pop-unders
A pop-up ad is displayed in a new web browser window that opens above a website visitor s initial browser window. A pop-under ad opens a new browser window under a website visitor s initial browser window.
Text ads
A text ad displays text-based hyperlinks. Text-based ads may display separately from a web page s primary content, or they can be embedded by hyperlinking individual words or phrases to advertiser s websites. Text ads may also be delivered through email marketing or text message marketing. Text-based ads often render faster than graphical ads and can ...
