..... I have added this sentence written in bold....
In this context, advertising plays a crucial role in making a bussiness page known
on the web. It is not only cheap and flexible but it also allows exposure to a
vast audience. The basic model for advertisement is based on the cost per
thousand of consumers who see the advertisement, or, in this case, the Home
Page, which displays the ad, or the link to the advertiser's site. Thereby, a
conglomeration of text, graphics, motion video, and sound can be utilised to
disseminate a host of information.
4.3 Methods of Online Advertising
With reference to online advertising, one can differentiate between various kinds of
methods. Today, almost everything is imaginable. There are search engines to
submit to, banner exchanges to sign up for, signature files to make, lists to
post, and more.
4.3.1 Email Ezine and Newsletter Advertising
In respect to advertising online, businesses have generally recognised
better methods for effectively targeting their intended market. According to Love a very popular, and effective method is, for instance, email ezine and newsletter advertising.4
With email newsletter advertising, companies can target the exact customer for
their business, product or service directly. On the web there are thousands of
online newsletters/ ezines, many of which have a large number of subscribers in
every category imaginable.
4.3.2 Exchanging of Links
Another approach, which is favoured by many businesses, is the exchanging of
links. By creating links with other merchants' pages, businesses can expose their site
to a new set of customers. When businesses trade links, they can create a little box
on their page that says, for example, "for more information, please visit the
following sites", and then list a number of sites they have traded links with.
4.3.3 Opt- In Advertising5
Finally, opt- in online advertising is another outstanding result- oriented
method. Successful opt- in advertising involves renting particular lists of
people. This allows you to target specific markets while eliminating the
possibility to reach people who have no interest in your business. As the
advertiser, you create a sales letter, then visit a database web site, select
the
lists you need for your offer, and pay accordingly, usually a few pennies per
list name. The opt- in service then forwards your sales letter to the recipient
lists you have selected, with response being almost immediate.6
4.4 Legal and ethical issues
Finally, such practises do carry a risk. Company and business advertising is
heavily regulated by ethic rules. First, the public must be protected from false
and misleading advertisements, and second, companies must be aware of what is
appropriate and what is inappropriate in regard to advertising.7
footnotes:
1 Author: Steve Gibbs
Source:
Written on : August 29, 2000
Downloaded on Decemebr 1, 2000
2 Web site advertising is not only done through the internet, but it is also done on TV, radio, etc
3 name of Author not given
source:
written on [21 November 2000]
downloaded on December 1, 2000
4 Author:
source:
written on November 21, 2000
downloaded on December 1, 2000
5 opt- in means to volunteer your contact information – email address – in order to receive specialised information and news of interest
6 Author:
source:
written on November 21, 2000
downloaded on December 1, 2000
7 Author:
source:
written on: Wednesday, September 13, 2000
Downloaded on Decemebr 1, 2000
