Internet advertising is still advertising, whether it's banners, sponsorship, or any other means. Awareness precedes change. You are seeking to change the current buying habits of your target market; how are you going to reach that group in the most effective way? Nearly everybody in the world is subject to advertising. We talk about the good ads, and sometimes about the bad ones. Memorable ads are part of the culture of the last three or four generations of humanity, and our civilization is awash with advertising.
Internet Advertising is Advertising
Whether it's banner ads, sponsorship, contests, email advertising, or some other medium, Internet advertising is still advertising. The most common advertising medium on the Web is the banner ad, but there are also many other possibilities. And, in the end, the best way to view this is a new set of advertising options. The basics don't change. There is so much information available on Internet advertising on the Web, that it is hard to repeat it in this space. For an entry into this vast world, start with the Yahoo listing on Website promotion.
Advertising is Communication
Your advertising is communication, it sends a message. Your advertising campaign, regardless of its scope or size, portrays your organization, your products and services, and your values. Each attribute will be tested with each new customer you acquire. This is one area of business where you do not want to take unnecessary risks. Your advertising should enhance your credibility as an organization and as a viable solution to meet your customers' needs.
Take Proper Aim
As you develop your plan you focus on your market segmentation and you develop your target marketing. Your advertising tactics should take your message to that target market. If your target is a small group, easily identifiable by factors like geography or demographics, don't spend the money to reach a large group. The Fortune 500 companies that reach millions of people use national television advertising, and local restaurants use the telephone directory and newspapers. Creativity comes into play here as you look for ways to spend just enough to reach just the right people.
The Message
Every advertising campaign has to involve a message. Make sure you understand the message you want to send to your target customers. Read your positioning statement, and review your strategy. Does your message match the strategy? Does it fit your situation analysis? For example:
- Lots of advertising contains simple informational messages, such as a name and address, price list, or location.
- The late John Crawford, former dean of the University of Oregon School of Journalism and an executive with Leo Burnett Advertising, used to tell his students that the best ad campaign ever created was Colgate cleans your breath while it cleans your teeth. He said that was a simple, easy-to-understand advertising message that sold products.
- The sign on the highway tells you there's a fast food restaurant off the next exit. That's a simple informational message.
- The television advertisement shows a woman and a child in a car driving at night through a rainstorm on a deserted road. Whatever product is advertised, the message involves safety and peace of mind.
Food for Thought
For some thought-provoking Internet reading on the subject, Advertising Age magazine has a website on the best advertising of the 20th century. There's some food for thought for you!
