Theoretical basics of Internet advertising. The analysis of the media planning process. The establishing media objectives through developing media strategies and tactics. The effectiveness of the media planning in Internet. The example of the media plan.
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Contents

• Introduction
• Chapter 1. Theoretical basics of internet advertising
• 1.1 Concept of advertising
• Forms of advertising
• Objectives of the advertising
• 1.2 Delivery methods
• Display advertising
• Web banner advertising
• Frame ad (traditional banner)
• Pop-ups/pop-unders
• Text ads
• Mobile Advertising
• Email Advertising
• Online classified advertising
• Adware
• Affiliate Marketing
• 1.3 Benefits of online advertising
• 1.4 Click-through rate
• Construction
• Chapter 2. Media planning in Internet
• 2.1 Media Objectives
• Target audience
• Communication Goals
• 2.2 Media Strategies
• Media Mix Decisions
• Geographic Allocation Decisions
• 2.3 Designing Media Tactics
• Frequency Considerations
• 2.4 Evaluating Media Plan Effectiveness
• What to Measure
• 2.5 Example of media plan
• Company: Oriflame
• Conclusion
• Bibliography

Introduction

Advertising and promotion are an integral part of any business organisation. Over a period of time advertising has evolved as a vital communication system for both consumer and business markets. The ability of advertiser depends upon how carefully prepared messages are delivered to target audience. From large multinationals to small retailers, all increasingly rely on advertising and on various forms of promotion to help them market product and services in the most efficient manner. Creativity is required not only in designing an Advertising campaign but also in media planning. A number of Media types and Media vehicles are increasingly being used in complement to each other so as to reap the maximum benefit. Internet as a medium of advertising is increasingly being used to target the Net subscribers.

In my course work I will describe the media planning process, starting from establishing media objectives through to developing media strategies and tactics and finally evaluating the effectiveness of the media plan. Also I will show the example of the media plan.

media internet plan strategy

Chapter 1. Theoretical basics of internet advertising

1.1 Concept of advertising

Advertising is a form of communication used to help sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. However, advertising does typically attempt to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.

Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image". For these purposes, advertisements sometimes embed their persuasive message with factual information. There are many media used to deliver these messages, including traditional media such as television, radio, cinema, magazines, newspapers, video games, the carrier bags, billboards, mail or post and Internet marketing. Today, new media such as digital signage is growing as a major new mass media. Advertising is often placed by an advertising agency on behalf of a company or other organization.

Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements.

Money spent on advertising has increased dramatically in recent years. In 2008, spending on advertising has been estimated at over $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010.

While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.

Forms of advertising

Advertising can take a number of forms, including advocacy, comparative, cooperative, direct-mail, informational, institutional, outdoor, persuasive, product, reminder, point-of-purchase, and specialty advertising.

Advocacy Advertising Advocacy advertising is normally thought of as any advertisement, message, or public communication regarding economic, political, or social issues. The advertising campaign is designed to persuade public opinion regarding a specific issue important in the public arena. The ultimate goal of advocacy advertising usually relates to the passage of pending state or federal legislation. Almost all nonprofit groups use some form of advocacy advertising to influence the public's attitude toward a particular issue.

Comparative Advertising Comparative advertising compares one brand directly or indirectly with one or more competing brands. This advertising technique is very common and is used by nearly every major industry, including airlines and automobile manufacturers. One drawback of comparative advertising is that customers have become more skeptical about claims made by a company about its competitors because accurate information has not always been provided, thus making the effectiveness of comparison advertising questionable.

Cooperative Advertising Cooperative advertising is a system that allows two parties to share advertising costs. Manufacturers and distributors, because of their shared interest in selling the product, usually use this cooperative advertising technique. An example might be when a soft-drink manufacturer and a local grocery store split the cost of advertising the manufacturer's soft drinks; both the manufacturer and the store benefit from increased store traffic and its associated sales. Cooperative advertising is especially appealing to small storeowners who, on their own, could not afford to advertise the product adequately.

Direct-Mail Advertising Catalogues, flyers, letters, and postcards are just a few of the direct-mail advertising options. Direct-mail advertising has several advantages, including detail of information, personalization, selectivity, and speed.

Informational Advertising In informational advertising, which is used when a new product is first being introduced, the emphasis is on promoting the product name, benefits, and possible uses

Institutional Advertising Institutional advertising takes a much broader approach, concentrating on the benefits, concept, idea, or philosophy of a particular industry.companies often use it to promote image-building activities, such an environmentally friendly business practices or new community-based programs that it sponsors. Institutional advertising is closely related to public relations, since both are interested in promoting a positive image of the company to the public.

Outdoor Advertising Billboards and messages painted on the side of buildings are common forms of outdoor advertising, which is often used when quick, simple ideas are being promoted. Since repetition is the key to successful promotion, outdoor advertising is most effective when located along heavily traveled city streets and when the product being promoted can be purchased locally. Only about 1 percent of advertising is conducted in this manner.

Persuasive Advertising Persuasive advertising is used after a product has been introduced to customers. The primary goal is for a company to build selective demand for its product. For example, automobile manufacturers often produce special advertisements promoting the safety features of their vehicles.

Product Advertising Product advertising pertains to nonpersonal selling of a specific product.

Reminder Advertising Reminder advertising is used for products that have entered the mature stage of the product life cycle. The advertisements are simply designed to remind customers about the product and to maintain awareness.

Point-of-Purchase Advertising Point-of-purchase advertising uses displays or other promotional items near the product that is being sold. The primary motivation is to attract customers to the display so that they will purchase the product.

Specialty Advertising Specialty advertising is a form of sales promotion designed to increase public recognition of a company'...