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Online Advertising Essay

851 Words4 Pages

2.2. ADVERTISING
Advertising is nowadays extensively used and makes a visible contact with the consumers. Advertisements communicate functional and emotional values (De Chernatony, 2010) of brands and products to the consumers which in turn craft strong, constructive and unique relations of brands in the mind of the consumers. An advertisement is a amalgamation of certain elements that are content or message to be conveyed, the execution or the style of conveying the exacting message and the frequency or repetition of the advertisement in front of the consumer if all these fundamentals are properly managed the ad could be said to be the most effective tool of communication (Batra et al., 1996; Kotler, 2000). Advertisers also use scrupulous effective techniques to appeal to young people and children (such as the use of appeals, promotional …show more content…

It has become a requirement than an additional luxury to carry on online ad campaigns. Globally the use of internet is emerging; in Sri Lanka’s concern total internet users also prolonged widely. The internet subscribers of Sri Lanka have reached more than a 2.4 million according to the report of telecommunications regulatory commission of Sri Lanka in their September 2014 report. (TRC, 2014)
As discussed in above opportunity to move from traditional advertising to online advertising, because of internet penetration is growing and consumers are exposed to the online medium in a grand scale. Annual revenues for 2007 in internet advertisement totaled $21.2 billion, $4.3 billion or 25.6 percent higher than reported for 2006 (IAB, 2008). Therefore, internationally the demand for online advertising is growing rapidly, this influence the local markets also to adopt online advertising in their marketing

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