Advertising is derived from Latin which means 'to turn the mind toward'. Advertising is any paid form of non-personal presentation and promotion of ideas, good and services by an identified sponsor. Advertising has always been shaped by technology. Radio did not replace newspapers but served to different audience needs, likewise with TV and the Internet. There are many changes that come from the Internet revolution, accepting the evolution from a simplified marketing/advertising concepts to a communication concept. It is now a process wherein the advertising agency enables, engages, facilitates, sustains and rewards interactivity between consumers and advertising throughout the entire consumption cycle.
Communication message becomes multidimensional and transaction, from intrusive communication to invited conversation. The beauty of open source and produsage is that consumers are actively seeking out and requesting advertising better known as 'invitational advertising'. Web advertising has become the greatest phenomena in advertising, through many different mediums, here are some examples:
- Banners and buttons, skyscrapers, pop-ups, direct e-mail, web commercials, video streaming, games, dynamic buttons, audio, radio and online TV.
According to Bauer and Scharl (2000, 31) and Holeckova and Li (2005, 77) a website must initially uphold east of access and an understandable technical system whereby connection to a website is quick and easy. Whereas an overly sophisticated website is more like to diver users away as the majority of users do have excessive understanding of complex technologies (Siegel 2006, 295).
Personally, I believe that the Internet has already changed the face of advertising, but it has not and will not replace traditional advertising for generations to come. The lack or speed of Internet connections in some markets will take years to catch up to western countries and the growing anti-spam or pop-up ad blockers can definitely stall the 'effectiveness' of the online advertising process. Finally, in today's era there are no set practices for consumers, with so much open source media, consumer patterns and response rates are unpredictable making it even harder to measure success or failure of certain advertising.
References:
Bauer, C. and Scharl, A. 2000. Quantitive evaluation of a Web site content and structure. Internet Reseach. Bradford, 10 (1): 31.
Holeckova, K. and Li, S. 2005. Evaluation of UK car insurance brokers’ websites: some preliminary findings. Marketing Intelligence and Planning. Bradford, 23
(1): 77.
Siegel, C. F. 2006. Internet Marketing – Foundations and
Applications. Boston: Houghton Mifflin Company
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