有关广告的优点和缺点的英语短文
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有关广告的优点和缺点的英语短文
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advantage&disadvantageofadvertisementAdvantages
Therearemanyadvantagesanddisadvantagesassociatedwithadvertisingonline.ThefirstaspectofadvantagesistheWorldWideWebopensupnewcommunicationpossibilitiesforpersonalizedmessagestobedeliveredtotargetedindividuals(Davis2000,113).Bypositioningan[advertisement]onawebsitewhichrelatestothetargetmarketsspecificinterests,interestandfurtherspeculationshouldoccur.Advertisingonlineenablestargetmarketing,messagetailoring,informationaccess,salespotential,creativity,exposureandspeed.
Secondly,onlineadvertisinghasthecapabilitytoreachaglobalaudienceatafastrate.Thisenablesextensiveexposureandisanimportantcharacteristicofonlineadvertising,andamajorcomponentofwhyonlineadvertisingissosuccessful.
Thirdly,marketersundertakingnewpossibilitiestoperformtraditionalmarketingstrategiesinelectronicenvironmentspushhigherchancestocreatesynergy.Janal(1995,47)mentionedthattheInternetoffersthebestmultimediatoolsforpresentinginformation,throughtheWorldWideWeb,ahypermediaenvironment.Itisasfurtherexplainedthatitisaplacewheremarketerscanpresenttheirinformationwithpictures,animation,soundandtext.IndeedthepowerofInternethasimpactonthemultitudeofadvertisingformats.Thiscanbeseenfromthenumerouswebtoolssuchasbanners,richmedia,intertials,andinteractivebroadbandcommercialsasseenonthewebsitesnowadays.Thesearethemultipleformsofonlineadvertisingtoolsusedbyadvertisersoverthetimeaimingtowardsdevelopingexciting,interactive,eyecatchingadvertisementsthatcandrawconsumers’attention,atthesametimeincreasingtheirbrandorsalesonline.StraussandFrost(1999,202)statesthattheNet’sbigstrengthisdirectresponseadvertisingwheredirectresponseleveragestheInternet’suniqueopportunityfortwowaycommunicationwithconsumers.Placingadvertisinginthisenvironmentwillgrantsadvertisesuniqueopportunityforintheelementofinteractivity.Theinteractivecapabilitiesof‘cyberads’offerkeyadvantagesforvendorstoestablishandmaintaindialogueswithcustomers(Janal1995,269).
Theopportunitiesforcreativityinonlineadvertisingarelimitless.IAB(2005)ontheotherhandhaddraftedoutaverycomprehensivesetof28goodreasonstouseinteractiveadvertisingthatplacestheoverviewofinteractiveadvertisingadvantages.Inthelist,itprovides28pointsonamarketer’spotentialusesoftheinternetandcorrespondswith28waysofmeasureperformance.
Disadvantages
Eventhoughtherearemanyadvantagesforcompanieswhoadvertiseonline,therearealsosomedisadvantagesinvolved.Disadvantagesofadvertisingonlineinclude:measurementproblems,audiencecharacteristics,websnarl,clutter,potentialfordeception,costs,limitedproductionquality,poorreachandlackofIntrusiveness.
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