Online Advertising Is A Effective Tool For Creating Brand Building Essay

Online Advertising Is A Effective Tool For Creating Brand Building Essay

Length: 1242 words (3.5 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

(1) World wide web contains a variety of websites that are created by a certain individual or organization. The domain name (URL) is indicating the location and identity of the website. The website can be hosted on a single server in a single location, but may also be divided across multiple servers around the globe. Websites are formed by pages that contain different amounts of information along with graphics, imagery, colours, audio and video content, etc. Aaker argued that a website may be the most powerful tool for brand building, mostly due to the flexibility to be tailored to the brand requirements and in a good contrast to the customer-brand relationship. Moreover, it can rely on all the internet power to create and reinforce links between the website and other similar websites.
(2) Advertorials/Sponsored content: online advertising is a very effective tool for creating brand equity. By using banner ads and/or different other paid placements of creative imagery, visual and audio messages, marketers can stimulate consumers to surf through certain websites while building brand equity through brand visibility and smart brand associations. Moreover, marketers may choose to sponsor different activities or content through third party websites. Ryan and Whiteman described online sponsorships as creating a link between a brand and related content in a certain context, with the purpose of generating brand awareness and increasing the brand appeal. This link should be easily distinguishable from banners, buttons or other standard ad units. By sponsoring content, brands have the ultimate tool to gain leverage over other brands by gaining ownership of a portion of the internet.
(3) Emailing campaigns are mostly used for following-up o...


... middle of paper ...


...gaining market share is very limited, leaving promotion channels as the core ways to change consumers’ usage behaviours and to improve brand performances. Sales promotions seek to offer consumers an added value so that consumers are lead to an immediate purchase.
Sales promotion may be described as marketing activities that create added value or incentives that the distributors and sales force may use in order to convince consumers to purchase. This channel can be divided into two different major categories: (1) consumer oriented sales promotion and (2) trade oriented sales promotion. The first kind targets the final consumer and usually relies on offering coupons, samples, discounts, contests, raffles or other kinds of activities that will attract consumers. The second aims to promoted products and services to intermediary: distributors, retailers, wholesalers, etc.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Advertising And Censorship Of Advertising Essay

- Companies now have a difficult decision to compose about how they advertise. A few companies do not know if they should still use print advertising in fear that internet advertising is taking over and they also do not know whether internet print advertising or internet advertising will excel. There are a copious amount of pros, cons, and differences between their history, price, and how much they will be seen. When print advertisements started, merchants “...were far from convinced that the press was the best advertising medium, as hundreds of thousands of Britons did not read newspapers” (Advertising Age) but, as more Britons started to become more educated, merchants relied further upon pr...   [tags: Advertising, Marketing, Internet, World Wide Web]

Better Essays
1152 words (3.3 pages)

Essay about Advertising for Online Businesses

- Advertising for Online Businesses The internet is a huge business and its constant and significant growth attracts more and more businesses to be online. In 2004, online sales reached $117 billion (www.comscore.com with more than 812 million internet users (www.internetworldstats.com/stats.htm). All these internet users are potential customers and it is essential to exploit such an opportunity. However promotion is crucial, not only to increase traffic. A basic principle is: if people do not know you, they can not buy anything from you....   [tags: Papers]

Better Essays
1477 words (4.2 pages)

How Can Make Money Online? Essay

- As a matter of fact there are several various ways that you can make money online and the possibilities are endless. All it takes is your extra time, effort and creativeness and surely you will have the success in creating money online. A lot of Internet Marketers and Bloggers claim to make a sum of money on making money online opportunities. Hence, a lot of people have become interested on how to make money online. And if you are one of them who have been searching for the real answers on effective ways of making money online, then read further....   [tags: Marketing, Online advertising]

Better Essays
731 words (2.1 pages)

Advertisement Analysis : Advertising And Marketing Essay

- An advertisement plays a big role when it comes to the success of the product. When you see an advertisement on magazine or on TV, it is very simple and direct and most audience because the main goal is to deliver a direct message to the customer. Advertising is a way to connect a good to a need, and it is also a suggestion to let the audience know by consuming the good the need will be fulfilled. Behind an advertisement, there are marketers who spent a long time researching the demographic and geographic to gain a clear vision on who their target market is....   [tags: Advertising, Marketing, Television advertisement]

Better Essays
727 words (2.1 pages)

Child-Directed Advertising Should Be Banned Essay

- Advertising directed toward children should be banned because, it places financial burdens on parents, creates unhealthy choices and develops poor shopping habits as an adult. Advertisements are poison at a young age and we are allowing the youth to drink from the cup. These fatal advertisements are designed by psychologists and enhanced by graphic design teams targeting weakness in children and adults across the world. Agencies spend upwards of twelve billion dollars on advertisements directed toward children every year....   [tags: advertising, food, television]

Better Essays
878 words (2.5 pages)

The Is Becoming Saturated With Advertising And Commercial Activity Essays

- The internet, as emphasised by Rowley (1996) is becoming saturated with advertising and commercial activity. With the internet once being an exclusive hub for academia and professionals it has dramatically transformed, due to the higher amount of internet users and is now made up of a myriad of networks and resources. One of the largest being commercial and business, retail stores that were once stuck in the physical world are now expanding onto the internet. Although different platforms, physical and cyber, they are very alike, with cyber stores as mentioned by Rowley (1996) emulating the likes of traditional shopping centres, “Merchants rent a storefront (actually a web page) and advertise...   [tags: Online shopping, Retailing, Electronic commerce]

Better Essays
1173 words (3.4 pages)

Essay about The New Motto Of Online Marketing

- Show, don’t tell. That’s the new motto of online marketing. Visual storytelling is staking its claim into business strategies across several industries. From Lowe’s six-second Vines to Etsy’s Pinterest boards, top brands are seeking new, eye-catching ways to gain their audience’s attention. Socialbakers.com reports that Facebook posts with photos saw the most engagement, receiving 87% of total interactions. That’s why it’s no surprise that 71% of marketers use visual assets in their social media marketing....   [tags: Marketing, Advertising, Graphic design]

Better Essays
1753 words (5 pages)

Online Marketing: Taking Advantage of the World Wide Web Essay example

- Marketing is the action or business of promoting and selling products or services, including research and advertising. Internet has made the world of marketing so much more simple and fast paced. Simply using the World Wide Web to market something opens up a whole new world of marketing which is easier and more effective. Online marketing is the best way to get your product out there because it provides all kinds of ways to promote and sell a product, things like creating a website for your business, being accessible from smartphones and reciprocal loyalty....   [tags: e-commerce, social media advertising]

Better Essays
1296 words (3.7 pages)

Social Media as an Advertising Tool Essay

- There was once a time when companies used to spend heavily on publishing, compelling, ads on newspapers and magazines just to put the word out there, but times have changed and so have the medium used to broadcast these ads. Nowadays, companies use the internet to spread the news, to be more specific, companies use the social media as an advertising tool. Over the years, social media has vastly changed the way we communicate and interact with one another, some examples of such social media might be Facebook, Twitter, and YouTube etc....   [tags: Twitter, Facebook, Instagram, YouTube]

Better Essays
989 words (2.8 pages)

Web Advertising Essay

- These days, you can’t sell a product or service without marketing it to the masses. And there’s no better place to start than on the web. Internet advertising is a gold mine with virtually every company in America represented. But with so many online competitors, advertisers must use special techniques and technologies to get the word out. The key to beating your competitors is by maximizing cost efficiency. The way to achieve this is by utilizing all the web has to offer for little or no money before spending on expensive technology....   [tags: essays research papers]

Free Essays
814 words (2.3 pages)