Introduction:
Every company needs to make marketing decisions in the areas
of segmentation, product offerings, pricing, distribution and promotion. Successful
promotion of a brand requires that, at a minimum, a positive message
be received by potential customers. And advertising is the most commonly used
source of communication to convey the message to the ultimate customers. About
3,000 years ago in Thebes, an advertisement was written on papyrus calling for
information regarding a runaway slaves and Pompeli is rich in advertisement
scratched and painted upon its wall.
We have came a long way since then and the way people advertise their product
or service is getting more complex with brand proliferations and the online
media penetrating even the African Continent on a massive scale. Welcome to
the world of online advertising or Web advertising, Internet
advertising and e-Advertising. But whatever be the
name, in essence, it is all advertising.
The Internet has produced a revolutionary new way for businesses to communicate
and interact with their customers. Everyone from small firms to Fortune Companies
are racing to make their mark in cyberspace with their own “Home Pages” on the
world wide web (www). Internet growth is creating advertising opportunities
for marketers. The number of Internet users around the world is constantly growing.
As Internet users are growing day by day; so are Internet advertisers because
they can easily, effectively and efficiently communicate their products or services
to targeted mass audience. Add to this the fact that Internet users are well
educated with high incomes, it is only logical to conclude that Internet surfers
are a desired target for advertisers. Other reasons why online advertising is
growing rapidly are:
- Advertisement can reach very large number of potential buyers globally.
- Web superiority over other advertising medium
- Online advertisements are cheaper in comparison to traditional advertisement.
There is no printing costs, no postage costs etc.
- Web page (advertisement) can be updated any time and changes or corrections
are painless.
- Online advertisement works 24 hours a day, 7 days a week, 365 days a year.
- In online advertisement specific interest groups or individuals can be targeted.
- Online advertisement can effectively use the convergence of text, audio, graphics,
and animation.
Number of Pages of Project Report: 76
Package Includes: Project Report
Project Format: Document (.doc)
Table of Contents of Project Report:
1. Branding
2. History of Branding
3. What is a brand?
4. Why do branding online?
5. Branding through web portals/website
- What is Web Portal?
- Framework for branding through web portals
- Nine tips to help you carve a focused identity
- Four specific creative attributes involved in branding through portals
- How Search Branding Works
- Coordinating Critical Ad Elements
- Measuring Search Branding
6. Promotion
7. Promotion through web portal
8. Similarities and differences between offline vs. promotion and branding through
web portals
9. Benefits of promotion and branding through web portals
10. Limitations of promotion and branding through web portals
11. Final Word
12. The Internet Landscape
13. Bibliography
