1) Economic role
- The internet became a platform for marketing and advertising (attract attention through exchange > build brand)
- Online enhance brand awareness (Example : Online shopping website Zalora gained attention through online marketing where they put up flash banners and flyers on various websites)
- Internet create interest and desire (Example : Nintendo Wii U creates desire and interest among gamers when they put up a promotional video on YouTube)
- Increase opportunities for small business to attract direct sales rather than use an intermediary
- Bloom of business to business advertising
2) Information role
- Search engine to provide users with endless information (Example : Google, MSN, Yahoo)
- Wikipedia became a platform to share knowledge
- Advertisers use information online to manage own campaign
- Example : Cinema Online provides information about movies on screen and movie information of cinemas nationwide
3) Entertainment role
- Birth of YouTube allows easy excess to entertainment videos (Example : PSY-Gangnam Style, WongFu Productions)
- Video sharing websites such as Vimeo, Veoh etc
- Ads become popular through YouTube (The Force: Volkswagen Commercial" (Volkswagen)
The infamous Star Wars ad for Volkwagen's 2012 Passsat was featured during the Super Bowl this year, and it became an instant viral hit. It's no surprise the video has the most views in 2011 -- it also held the highest number of shares)
- Advertisers of entertainment products such as The Simss 3 finds internet the ideal place to launch new releases
4) Social role
- Emergence of social network site has became important to advertisers
- Facebook became a major platform for advertising. (Audience spend a relatively long time on Facebook daily)
- SNS allows reader to engage in the community to publish their own materials
- Instant feedback through SNS allows advertisers to receive an instant feedback from audience
b) Everything has their advantage and disadvantage. Internet advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers.
There are several advantages of the internet advertising. For example, by using the internet to advertise their product, it saves cost and time. Relatively, could reach a mass audience although they are separated by time and space. In addition, Internet advertising can also deliver business. Other than that, advertisers can easily customize and personalize messages it is because it has less gatekeepers as compared to the advertising channel. Besides that, online advertising could enhance the whole process of business by providing sales leads or actual sales.
Although online advertising could fasten and ease the whole process of business, clutter may even be worse than in other media it is because the internet advertising lack of gatekeepers as compared to the other communication channel.
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