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An Approach to Develop Effective Advertising on the Web

10,000 3,000

Product Description

SUMMARY
Project Aim:
This project aims to develop the implementation and evaluation of effective advertising on the
Web. Current forms of marketing, advertising and media strategies are investigated. This is
essential in order to gain an understanding of the strategic processes involved with successful
advertising campaigns.
Minimum Requirements and Objective of the Project:
An analysis is made of Television, Radio and the Press to reveal their potential as effective
forms of advertising media . The advantages and pitfalls recorded provide an invaluable
source of information that assists in the developmental approach for effective advertising on
the web.
The Internet, World Wide Web and their underlying technologies are summarised in order to
place a foundation with which to introduce online advertising. A selection of existing online
advertising models are evaluated to provide a better insight into the capabilities of the
medium.
All of the information gathered is used to design a successful online advertising approach.
This is applied to a selection of websites that have a similar target market. An investigation is
made to see how effective they are with regards to advertising. The approach is used as a tool
to ascertain which website is more effective in relation to advertising.
The validity of the approach is evaluated and a number of possible further enhancements are
outlined. A conclusion follows determining the success of the project and whether the
minimum requirements and objectives have been achieved.

TABLE OF CONTENTS
TITLE ………………………………………………………………….1
ACKNOWLEDGEMENTS ………………………………………………………………….2
SUMMARY ………………………………………………………………….3
TABLE OF CONTENTS ………………………………………………………………….4
1. INTRODUCTION ………………………………………………………………….8
1.1 Methodology and Perspective ………………………………………………………………….8
1.2 Advertising; A Brief History ………………………………………………………………….9
1.3 The Marketing Environment …………………………………………………………………10
1.4 The Marketing concept …………………………………………………………………12
1.5 Summary …………………………………………………………………14
2. THE MARKETING COMMUNICATIONS STRATEGY …………………………….15
2.1 How a Strategy is Born? …………………………………………………………………15
2.2 Brand Equity …………………………………………………………………15
2.3 Positioning …………………………………………………………………18
2.4 Delivering the Message …………………………………………………………………20
2.5 Summary …………………………………………………………………21
3. MEDIA STRATEGY …………………………………………………………………22
3.1 Efficiency or Effectiveness …………………………………………………………………22
3.2 Location & Penetration …………………………………………………………………22
3.3 Mood & Timing …………………………………………………………………23
3.4 Speed & Form …………………………………………………………………24
3.5 Volume & Frequency …………………………………………………………………24
3.6 Profile & Duration …………………………………………………………………25
3.7 Summary …………………………………………………………………25
4. EFFECTIVENESS OF CURRENT MEDIA ………………………………………………………………26
4.1 How to Measure the Effectiveness of Current Media ………………………………………………………………26
4.2 Television …………………………………………………………………26
4.3 Radio …………………………………………………………………28
4.4 The Press …………………………………………………………………29
4.5 Summary …………………………………………………………………31
5. FOUNDATION TO BUILD ON ………………………………………………………..32
5.1 Reflection of Society …………………………………………………………………32
5.2 The Internet …………………………………………………………………32
5.3 The Internet Vs The Word Wide Web……………………………………………………………….34
5.4 A Reason for this? …………………………………………………………………35
5.5 What is Online Advertising? …………………………………………………………………35
5.6 The Advantages of Online Advertising………………………………………………………………36
5
5.7 Summary …………………………………………………………………37
6. ADVERTSING MODELS ONLINE ………………………………………………………………………….38
6.1 The Website as an Advertisement …………………………………………………………………38
6.2 Banners …………………………………………………………………38
6.3 Buttons …………………………………………………………………40
6.4 Interstitials …………………………………………………………………41
6.5 Text Links …………………………………………………………………41
6.6 E-mail …………………………………………………………………42
6.7 Summary …………………………………………………………………43
7. DEVELOPING AN APPROACH ………………………………………………………………………….44
7.1 What strategies to implement and what to avoid……………………………………………………….44
7.2 Diagrammatic View of the Approach………………………………………………………………..47
7.3 What Target Market to use …………………………………………………………………47
7.4 Investigation of Nike Website …………………………………………………………………48
7.5 Investigation of Henri Lloyd Website ……………………………………………………….52
7.6 A Comparison Between Nike & Henri Lloyd ……………………………………………………….56
7.7 Summary …………………………………………………………………57
8. EVALUATION & CONCLUSION ………………………………………………………………………….58
8.1 Validity of the Approach …………………………………………………………………58
8.1 Possible further Enhancements …………………………………………………………………59
8.2 Conclusion …………………………………………………………………59
8.3 Project Management …………………………………………………………………60
REFERENCES …………………………………………………………………61
APPENDIX A …………………………………………………………………63
Reflection of Project Experience …………………………………………………………………63
APPENDIX B …………………………………………………………………64
1.B Nike Homepage …………………………………………………………………64
2.B USA Homepage …………………………………………………………………64
APPENDIX C …………………………………………………………………65
1.C Canada Homepage …………………………………………………………………65
2.C European Homepage …………………………………………………………………65
APPENDIX D …………………………………………………………………66
1.D China Homepage …………………………………………………………………66
2.D Hong Homepage …………………………………………………………………66
APPENDIX E …………………………………………………………………67
1.E Japan Homepage …………………………………………………………………67
2.E Korea Homepage …………………………………………………………………67
APPENDIX F …………………………………………………………………

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