e advertising

e advertising

The Internet has become a popular medium for advertising. Through online advertising, or e-advertising, advertisers have attempted to meet one or a combination of their communication objectives. These communication objectives are the basis for advertising online. They include creating awareness of the company, generating interest around the company, broadcasting information across to the user, creating an image for the company, and developing the companys brand image. These e-business communication objectives are achieved by means of web banners, sponsorships, pop-ups/pop-downs, interstitials, push technology and hyperlinks

Creating awareness on the Internet, of either a company or new product, is much easier and cheaper than exploiting other types of media. The Internet is a useful tool for companies that want to break into the international market, or have a limited budget, and want to create awareness of their company or products.

Creating a sense of interest on the Internet is the next step in the communication process. The purpose of this objective is to make consumers and users want to learn more about the company and its products. There are many techniques that can be employed to generate interest including giving the user the option to download free games and music off the companys website.

Whilst generating interest in the company and product, the companys website must be able to provide in-depth information on these very topics. In business-to-business situations companies are expected to have a professionally designed website that conveys important information about the company and their product. Companies that are involved in business-to-consumer situations usually have a more relaxed and entertaining tone, still conveying the same or similiar information as the business-to-business situations, but without the formal structure.

The brand and brand image facets of advertising are considered to be integral features of the Integrated Marketing Communication Strategy. With the sizeable reach of the World Wide Web, the Internet has become an important tool to companies that need to create, revamp or publicise their brand or image. However the process of doing this is very difficult and has many pitfalls. Possibly the most common mistakes is when companies concentrate on making their brand well-known in order to create success, without any considerations to brand image or personality

Banner advertisements are mainly used to create awareness, recognition of the company or to entice users to explore a company website. A number of studies have reported that less than one percent of consumers are affected by these banners. In response to this, many advertisers have stopped utilising this form of Internet advertising


Sponsorship on the Internet, like sponsorship outside the web, is a very common type of advertising. There are two types of sponsorship on the Internet: regular sponsorship and content sponsorship. Regular sponsorship is when a company pays to have their name on a section of a website, whilst content sponsorship has an involved role in the content of the page as well as having their name on the site.

Pop ups and pop downs are small windows that appear when users visit certain websites. Pop ups are the windows that pop up on the users screen whilst pop downs are the windows that pop down on the screen. These tools are employed for the same reason as the banner advertisements: to create awareness or recognition of the company or product, or to entice users to explore a company website.

Interstitials are another type of advertisement utilised for creating awareness and recognition of brands. They come in the form of advertisements that download whilst a user is waiting for a website to come up.

Push technologies, or webcasting technologies, permit corporations to push a message to consumers rather than waiting for them to find it. Push technologies are often customised for users using tracking devises or by letting the user decide, and dispatch web pages and news updates with sound and video.

Lastly, hyperlinks serve as another type of advertising. Hyperlinks take users from one website to another, and are used by advertisers to link potential customers from another web page to their companys website