Why advertise online over traditional media?

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Services - Advertising

Written by Ron Porreca - myGreensburg.com Administrator

Wednesday, 02 April 2008 11:53

Online advertising should help complement your current traditional media advertising scheme. However, online advertising has some benefits that some do not inherently recognize. Many people consider online advertising to be on-demand advertising. What is meant by this? Online advertising is considered on-demand because there is an immediate response to the advertisement. The advertisement is displayed, a user clicks on the ad, and the result is a visit to your company webpage which hopefully results in a sale for your business. This transaction is easily recorded and reported in server statistics. This is accomplished on the advertiser's server as well as on the web server used by your company. Traditionally, print media advertising has mainly been used to promote brand recognition. After all, there really is no way of tracking the success of a print advertising campaign unless the words "mention our ad" or "say you read it here" are used to convey this information. Alternatively, an expensive toll-free phone line could be used to track calls coming from different print media. The same holds true in television advertisement. This can be a very costly method of tracking success. Brand recognition is the major advantage of traditional advertising. However, it has been shown that online advertising not only is very track able, but it also promotes brand recognition. During a recent study, the Dynamic Logic for the European Interactive Advertising Association analyzed 200 online ad campaigns quantifying the impact of branding. On average online advertising boosts brand awareness (+5.4%), ad recall (+45.3%), message association (+21.6%), brand favorability (+5.6%) and purchase intent (+4.9%). The study shows similar results for both U.S. and European online branding. This shows the major advantage to advertising. Not only can you easily (and inexpensively for that matter) track the success of your online advertising campaign, but online advertising is very successful in increasing brand recognition and awareness. For small to mid-sized businesses, this is a double whammy for their advertising dollar! Add this page to your favorite Social Bookmarking websites

Last Updated on Friday, 18 July 2008 13:02