Abstract
Internet advertising implies advertising using the internet as a platform. It is a marketing strategy which deals with attracting web traffic and delivering marketing messages to appropriate targets using the internet as a medium. Internet advertising has no doubt positively revolutionized the sector of commerce. It has simplify and made more effective the communication between entrepreneurs and their potential customers. This study discusses among other things the advantages of internet advertising which include: reaching significantly more people than the traditional advertisement media at a cheaper rate for large scale businesses especially the international ones. But on the contrary, internet advertising can expose marketing materials of a competitor which can be copied by anyone and use for purposes detrimental to such competitor’s business. This paper argues that since there is no censorship on the internet, it is difficult or at worst impossible to scrutinize and regulate advertisements online making teenagers and young children to be vulnerable. This study proffers that one major threat that internet advertising may need to combat is policy. It is not that internet advertisement is illegal, but the freedom associated with it becomes limited when policies are formulated day by day. Also, from another perspective, the internet itself has become a threat to internet advertising due to emerging measures to curb and control unsolicited messages and adverts to be specific. This paper concludes that the level of optimism as regards the future of internet advertising is on the rise as it responds rapidly to technological advancement. There seem to be a very bright light at the end of the tunnel as internet is reaching to the nooks and crannies of the globe. So far, internet advertising has the highest ROI and is promising to improve, and at worst to maintain the status quo. Therefore, there is no doubt that alongside potential challenges, internet advertising holds for a bright future.
Highlights
Efforts to enhance profitability in trade are as old as trade itself
Internet advertising as the name implies can be defined as advertising using the internet as a platform.it is a marketing strategy which deals with attracting web traffic and delivering marketing messages to appropriate targets using the internet as a medium (Corry, 2010)
Among its several advantages includes: reaching significantly more people than the traditional advertisement media at a cheaper rate for large scale businesses especially the international ones. This is because the more customers that a business serve, the more efficient internet advertising will be in terms of cost
Summary
Efforts to enhance profitability in trade are as old as trade itself. “Trade refers to buying and selling of goods and services for money or money‟s worth” (Gaurav, 2011). The earliest form of trade known as trade by barter has been in use before the invention of money, it is an age-old method that people adopted in exchanging goods and services (Nair, 2013). Through different media ranging from oral and face-to-face to the conventional and emerging new communication media It is for this reason that the importance of communication in commerce cannot be over emphasized. Public relation as a way of business communication is no doubt different from advertisement, they are both commerce communication approaches. Advertisement is a “paid non-personal public communication about causes, goods and services, ideas, organizations, people and places, through means such as direct mail, telephone, print, radio, television and internet” (Online Business Dictionary, 2014). It concluded by examining the threats to internet advertising and the future of it
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