DELL Online Advertising Campaign

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The development and the status of online advertising

Nowadays, new media has become an indispensable and inevitable way in people’s daily life. Because of this situation, network, which is the main channel in new media period, could be seemed as a new competitive market especially in commercial advertising.

Commercial advertising is the main type of advertising in mass media in recent years which has a long history to form. According to the McFall’s remark, he noticed that there are two main factors to lead to commercial advertising’s development. First, Morris mentioned as the development of production and consumption, “ the predominant tendency in cultural studies has been to treat the various activities around production as ‘known’, while those centered on consumption have been understood as ‘enigmatic’ and worthy of sustained analysis”. What is more, advertising located among “the realm of production and the realm of consumption”. Commercial advertising has its own value and evaluation standard. These two changes could be seemed as the evolution of advertising with an unique and ongoing capacity. (McFall, 2004) However, “the internet is the latest developed electronic mass medium of the 20th century. It is a decentralized, internationally operating network of computers that share a communication protocol which facilitates the exchange of information (Janoschaka, 2004).” Online commercial advertising plays an active role in new media area in generally. According to the research of an advertising agency, in America the total amount of online advertising investment was 50 millions in 1995, while it witnessed a sharp increase from 50millions to 4.62billions in 1999. Nowadays, network advertising has already become one of the ...

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...is the second online advertising injected company in China and the biggest in the world. (PC advertising ranking, 2011) However, Dell also had an embarrassed and difficult time about their online advertising in the past few years. After Michael Dell came back to Dell to replace Kevin Rollins as CEO, a series of measures started including choosing international advertising giant WPP as their advertising agency. After that, Dell and WPP spent $4.5 billion to create a single agency which is called “Enfatico” to handle Dell’s worldwide marketing services in 2007”. But they failed at last, so WPP folded the Dell-focused agency Enfatico into its Y&R brands after only 16 months in 2009. Enfatico did not help Dell improve their sales a lot in those days. However, Dell coped with this challenge and take effective measures with WPP together to solve this problem well.

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