Television and marketing

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Thurday, May 13th 2010

Intended audience: Marketers
TABLE OF CONTENTS

Essay…………………………………………………………………………………………………………p.2-3

Appendice 1………………………………………………………………………………………………p.4

Appendice 2………………………………………………………………………………………………p.5

Bibliography……………………………………………………………………………………………..p.6

TELEVISION vs INTERNET

Internet Marketing: A New Era of Advertising

There was a time wheretelevision was the only attraction in the house. The family would eat in front of it and would round up during evening to watch their favourite shows. Television was so popular that it became the number one medium for advertisers also. Surprisingly, a new medium as come out that gives a lot more opportunities to consumers and also for advertisers. This report analyses the different types of mediums forpublicity and demonstrates that print marketing is no more the number one medium because we are in the Web Age and no more in the Television Age. The characteristics of Internet, the fast growing of it and quotes from philosophers will be discuss in this essay.

Web marketing is a new way to advertise a product. It has a lot of advantages that television doesn’t necessarily have. The comparisonbetween the benefits of Internet and the benefits of television demonstrates that Internet is much more effective for advertisers. Firstly, web advertising is really not expensive compared to television marketing. The production of the ad and the air time cost a lot of money to company. With Internet, it is easy to post an ad and without paying a lot for it. The cost for a web site (approximately$20 per month) is available for companies who want to promote their own products via their own websites. Banners or short ads before videos are also a possibility for advertisers. Also, “Internet has a further reaching. Internet marketing reaches a larger, more global audience than other forms of marketing, and it does so immediately”. Internet gathers everyone together. You can be in Hong Kongand still easily watch a video from New Brunswick. Also, Internet can be consumed via many communication methods. From now on, people can now navigate on the web with their cell phone. With the new 3G system, consumers can have access to Internet anywhere at any time. “3G means that the new generation of mobile phones now have the capacity to hook up to wireless broadband services.” Foradvertisers, it is perfect. Internet will be available anywhere at any time and it is good for marketing. Consumers will use this medium most often because of the availability and the low cost of it. For many advantages, Internet is becoming an important marketing medium.

Secondly, advertisers want to promote their product on a popular medium. Indeed, Internet is becoming a very used medium. It is notused and consumed as much as television, but it is growing exponentially. “When I took office, only high energy physicists had ever heard of what is called the World Wide Web... Now even my cat has its own page.”(Bill Clinton) On December 1995, there were 16 Internet users. It represented 0.4% of all the population. In December 2009, there were 1,806 millions of users and that represents 26.6% of allhumans (see appendice 1). For an advertiser, these statistics are relevant. What other medium can gather more than a quarter of the population? There is none. It is the new generation that uses most often Internet. They popularized it. On the other hand, it is the population aged between 70 and 75 years old that has the fastest growing percentage rate (see appendice 2). It demonstrates that evenif it is the young people that consume the most Internet, adults and older people want to use it also. It is not a tendency or something only for younger consumers, it is a medium that everyone needs and will need for their future. There is a little fraction of people who do not use Internet and this fraction will shrink until it will be use by everyone. If we compared television and Internet,...
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