There are several advantages and disadvantages of employing
the strategy of generating commercials online.
YouTube, Hulu, and social media sites are filled with commercials that
are often very annoying and frustrating because there is not an option to skip
or dismiss pop-up adds. In my personal opinion, I believe that advertising
through the Internet is an effective way to reach consumers, but might
negatively effect the audience’s perception of the company do to consumers equating
the ads with irritations.
But before we make our final decisions about advertising
through interactive media sites, lets think about the advantages.
Starting off with the 1st advantage, advertising
through Internet mediums allows companies to target any specific group of
individuals, and allows for individuals to freely peruse the searches of the
company’s products if desired. Also, the Internet gives customers the ability
to solve their owns needs by allowing personalized searches conducted by the
customer.
Another advantage is each message a customer might find
online is specifically tailored to them. The internet allows companies to track,
and collect data on consumers search history, which means firms can use this
data in order to advertise there products that meet ones specific needs. Also, this allows companies to interact with buyers
in different ways other than face-to-face contact. After consumers are done visiting
a web page, they also have the option to complete surveys about their
experiences of shopping online, or any relative data. With this, companies can
store essential data about their individual customers likes and dislikes.
Lastly, the Internet allows companies to gain mass exposure by using popular
sites such as YouTube to promote their products to millions worldwide. By being creative, and clever, businesses can
draw in millions of customers through these sites. The Internet complements the
IMC’s values by serving as a virtual link to integrative processing as well. It
also is responsible for enhancing and complementing other forms of media as
well, yet makes company’s products more appealing to the customer (Blech &
Blech, 512).
Moving forward with the disadvantages of the advertising
using popular sites as a median is as follows. First of all, the act of
reliability of the research numbers generated might not be credible. This means
all the data collected from consumers might not be reliable to base all
business decisions on. It is hard to reduce this problem due to the fact that
it is hard to tell who is a reliable source and who is not.
Another problem is clutter. There are thousands of ads, and
it can be difficult for consumers to notice specific ads over other ads if they
have been exposed to more than more in a specific time period.
Another downside of marketing using different sites is many
consumers do not appreciate the lack of privacy that the Internet gives you. Online
ads are as tailored to the consumer, which is a positive, but also negative if
the consumer feels like his/her privacy is in question. Lastly, these messages
can be viewed as spam from the consumers and have an outward negative
effect.
Companies who use online ads to generate business include
-GMC
-Target
-Olay
Although I find the pop-up ads annoying, I believe it is the
best way to target consumers. The advantages of having ads that are directly
marketed and streamed to customers in their target market is a great way to
boost revenue, and interest in the firm. The advantages of using site like
Hulu, and YouTube to advertise out weighs the disadvantages. All in all, this
type of advertising reaches millions world wide, and specifically appeals to
individual customers wants and needs.
References:
Belch, GE. and Belch, MA. Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition. McGraw-Hill Companies. 2012.
References:
Belch, GE. and Belch, MA. Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition. McGraw-Hill Companies. 2012.
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