INTERNET ADVERTISING THE EMERGING MEDIA
DR. MD ABUL KALAM AZAD ASISTANT PROFESSOR DEPARTMENT OF MARKETING UNIVERSITY OF CHITTAGONG
AND DR. P.C. PARDESHI RESEARCH GUIDE PUNE UNIVERSITY PUNE, INDIA
Abstract: The main objective of the article is to high light on the application of Internet as a media in advertising. Some selected issues on Internet advertising are discussed in the paper. The article comprises issues like the growth, impact and characteristics of Internet advertising, application, problems of internet advertising as well as various measures to overcome the problems. Introduction: It was around 300 years ago that the content and form of advertising as we witness today was introduces. Over the years technology used in creating the advertisement for the better that has been constantly upgraded. Advertisers spend billions of rupees every year to communicate their message to their prospective buyers. The advertising industry has crossed Rs. 5000 core (1997-98) with a growth rate of 6.9 %. In the 1970’s advertising was like a pure art from. Today, it becomes more scientific and accountable. Now, it is a good blend of art and Science. As the aesthetic aspect of skills are overlapped with the strategic aspects of communication technology, creative writers realized, they have a critical task in developing advertisements for this new medium. The recent invention of the ‘Internet’ TECHNOLOGY has made the job of advertisers easier and more effective. Internet advertising is a fascinating opportunity for the advertiser. That’s why they early consider the continuous economic liberalization has opened the door of markets with similar characteristics. Countries stated becoming border less and this process gathered pace with the introduction of new communication technology in providing the consumer easy and quick access to information and knowledge. The latest addition of Internet is a very powerful and fast growing communication medium. Naturally, this development demand the marketers to review their advertising techniques. Objectives of the study: The main objective of this paper is to reveal the application of Internet as a media in advertising. 1. To know the growth and impact of internet on advertising 2. To know the characteristics of Internet advertising. 3. To know the application of internet advertising 4. To identify the problems of internet advertising 5. Lastly to provide guidelines to overcome Internet advertising problems. Methodology of the study: IT MAY BE MENTIONED HERE THAT THE STUDY IS DESCRIPTIVE NATURE. THE STUDY WAS BASED MAINLY ON SECONDARY DATA. SECONDARY DATA WAS RELEVANT TO GROWTH, IMPACT, CHARACTERISTICS, AND APPLICATION OF INTERNET IN ADVERTISING. THERE WERE COLLECTED ON PUBLISH MATERIALS AND BOOKS. THE INFORMATION THIS GATHERED WERE ANALYZED AND FINDING LAY BASIS OF THIS PAPER. Growth of Internet: Internet is the zenith of the information technology. It is a virtual world where people go for various reasons. It is a global networking process where 12 million computers provide access to over 40 million people across the contents of the world. There are 2 distinct and unique characteristics of Internet, which makes it more versatile, are connectivity and interactivity. ‘Connectivity’ refers to
the breaking of geographical barriers and making a customer available any time and anywhere. Connectivity makes the job of a marketer easier to reach millions of target customers to engage the audience in a dialogue. The Internet was introduced in the mid eighties. At the time it was used mainly for academic, scientific, and technical communications. Even in this early period of the Internet, commercial activities were exalted because of their support of research efforts. The growth of Internet in the last 5 years though confined to the us and Europe, has been phenomenal both in terms of subscription and in use. By 2001, it is expected that more than 100 million people will be using the Internet all over the world. IMPACT OF INTERNET ADVERTISING: Internet could become the most important medium for advertising. Advertising plays important roles in the Internet. Advertisers now started realize that Internet, as a medium may be idea for direct communication with customers. Firm can use internet as a distribution channels for sakes and sales and service of consumer durable, providing customers support with information about various product types and building a customers database for future actions. NET ADVERTISING: Net ads are a combination of audio-visual and text messages, which enable potential buyers to make comparison of similar product/ service available in the market. ‘Web’ is the ideal vehicle for promoting sales of product sales of a product sales of a product. Firms can develop ‘Websites’ to advertise their products either by themselves or by organization engaged in the business of ‘Web designing’. The consumers can open the Web page through the web sites address given specifically for an organization. The consumer can browse and collect the relevant information. For that reason, advertising in the Internet please citizen groups that support low cost information services. It is a good source of information, which attract Internet users. LOOKING BEYOND CONVENTIONAL ADVERTISEMENTS: Net advertisements offer challenges to the advertisement professionals and cooperate as well. Both of them should have far-sighted approach. They should make a plan their strategies in the light of threats and opportunities that arising out of using net a medium. Development of creating content for a web site is a fascinating task. The advertisement professionals should possess not only the creative skill needed for bringing out a efficient and effective advertisement but also need a sophisticated be information technology savvy and should have knowledge of the use of graphics and morphing technique. The great advantage enjoy by net advertisement as it can be designed and measured effectively deficiently and the most successful version of net ads. So it is possible to get feed-back within a very short time help to select the 24hours. CHARACTERISTICS OF INTERNET ADVERTISING: Four major characteristics of advertisement distinguishing the internet from their existing media can be summarized. 1. Low cost: the cost of the Internet advertisement is still relatively low. 2. High speed and flexibility: advertising is the Internet can appear, immediately. It takes about 6 weeks to advertise in the New York, but in the Internet can appear, immediately. Possibly an
hour if the need is urgent. You can also change your advertisement as quickly and as much you want because of its low production costs and flexibility. 3. Content-orientation different form exiting media whose style and image are important that Internet advertising should be oriented towards content. 4. Interactivity or two-way communication the Internet offers an alternative way to mass media communication advertising on the Internet is two-way communication between advertisers and consumers. Consumers can now talk to advertisers while hey watch advertising on the Internet. The net already supports many applications for real-time access and retrieved systems such as gopher and www. APPLICATION OF INTERNET IN ADVERTISING: The Internet revolution helps both the corporate and Netizens (people who frequently search in the net) to fulfilling their needs. The following part discussed how the advertising agencies could harness competitive advantage through the effective use of information technology. The major application of the Internet in their advertising field can be discussed in the following angles. 1. Borderless words: Internet can be used as a mode of advertisement to enable the message to reach the needy, anywhere in the world within time. Because of the Internet advertisement, a consumer sitting in front of his computer in Japan can choose a product of his choice manufactured in India. Information about international with Internet service. 2. Effectiveness of an advertisement: The effectiveness of an advertisement placed in the Internet can be easily measured within 24 hours. By simply incorporating an introductory discount coupon, the response of the marketer to reformulate their advertising strategies in use with market expectations. 3. Choosing the best version: The advertiser can place different versions of their advertisement and can monitor the reaction on a daily basis. They can shift most successful version based on feedback. 4. Composite advertising: Two or more companies can have some sort of understanding to have the synergic effect of their advertisement spending. That is , when a consumer searches for information about a particular product, advertising for another product related to it can pop up. 5. Selective selling: A marketer can use different advertising versions for different target customers. For example HMT watch company can exhibit its different product ranges based on the value expectations of its clients. Like price range, features, size gender based models, etc. 6. Convenient comparison: For customers who are interested in comparing different brand before making a final decision, net advertisements in any media, refers. 7. Two-way communication: Releasing advertisements in any media, refers to One-way communication whereas ‘Net advertising’ enjoys the advantage of two-way communication, wherein prospective buyers are entitled to engage themselves in a ‘dialogue’ worth the marketers to make buying decisions. 8. Follow-up-action: Based on the information about who browsed with the intention of buying a product in their web site the firms can take immediate follow-up action. 9. Safely lock for sensitive products: Releasing advertisements for products like contraceptives, sexual hormone developers are a sensitive issue in the Indian market because of the value systems and cultural barriers. Elders feel embraces when youngsters see these kinds of advertisements and ask for explanation. This problem can be avoided by placing such advertisements in Internet, where only adults can reach.
PROBLEMS TO BE MANAGED: The uses of Internet as an advertising media are still suffering by various technology deficiencies in our country. Such problems are highlighted in the following lines. 1. Problems pertaining to advertisement: The important barrier is related to the waiting time for a large advertisement to download on web page creating awareness about the merits using net advertising among the public is also an important issue to consider. Further, net advertising given worldwide coverage, so culture of the different countries must be kept in mind while preparing the advertisement. Some thing may suit India but not western countries. 2. Economic factors: Another problem is the quanting of money need to be invested to install an internet set by way of purchasing high powered computer, modem, us, and owing a telephone line. At present the cost of browsing times is also prohibit. Hence, a selective segment along could go for Internet connection. 3. Inadequate infrastructure: The major problem currently we face is the quality of access. All of us are aware that telephone lines are primarily used to link Internet, but in India the poor quality of telephone cables is a big barrier to Internet connectivity. The second problem arises in the use of low configured computers. 4. Impulse purchase is not feasible: The people who are in the need of specific product along are interest in browsing. Hence, impulse purchase is not much effective. 5. Cannot by sole media of advertising: It is true that net advertisement, can not replace the existing media advertisement. Not doubt it is effective mass media but can not act independently. 6. Presently, not suitable for all sorts of products: at present, people browse only for industrial products and consumer durable.
VARIOUS MEASURES TO OVERCOME THE PROBLEM, ACTION PLAN:
1. Need to increase the Scope of net advertising: to increase the use of Net advertising by domestic customers, PC users should be expanded, by way of making the price affordable but do not underestimate the intelligence of customers. 2. Government should abolish excise duty: The Government should totally remove the excise duty imposed on computer peripherals. 3. Need & Serious long-term steps: While the Government towards the ease of access in terms of coverage and cost has taken few steps, serious long-term steps are needed in providing with improved quality of access. 4. Increasing the handing capacity of existing lines: Access to the Internet through cable network, link up with the Net at the cost of a local call, increasing the handling capacity of existing lines are some of the silver lining towards virtual world coming alive. Providing in expensive bandwidth with competitive environment will also help to solve the problem be truly interactive. 5. Developing more Software Professionals: More number of software professionals who are adept in writing programs in Java and C++ for creating innovative ‘Web Sites’ should be also be developed. 6. Product base web site address: Product based web site address must be systematically prepared and published. 7. Treatment of the Consumer: Treat the consumer like king.
CONCLUSION: Internet is the stepping –stone for the advertisers to reap the benefits of information technology. Though the base of Net users in India is currently small, the future of Net advertising is very bright. It is high time for marketers to refocus their ideology about advertising in the context of the use of Internet and the policy regarding privatization of the Internet service. Moreover, unless the Indian firms review their strategic functioning with a comprehensive understanding of the scope of participating with the Internet boom, they may find themselves lagging for behind and highly inadequate to face the challenges posed by international companies. Finally, it is sure that Internet will soon bang as the powerful media for advertising in the next millennium.
REFERENCES
1. Dr. P.C. Pardeshi 2. Alexis Lean & Mathews 3. Willam S. Areans & Courtyland Bovee 4. Dr. P.C. Pardeshi Business Communication, Nirali Prakashan, June 2000. Advertising, Mc Graw-Hill series in Marketing, Sherilyn Zeigler. 5. Johnwright, Willis Winter Advertising (Marketing and advertising) Nirali Prakashan, pune, 2001. Internet for every one Advertising Irwin, Australian (5th Edition).