Internet And Personal Advertis

The Free essays given on our site were donated by anonymous users and should not be viewed as samples of our custom writing service. You are welcome to use them to inspire yourself for writing your own term paper. If you need a custom term paper related to the subject of Advertising or Internet And Personal Advertis , you can hire a professional writer here in just a few clicks.
The article reviewed for this analysis was When Ads Get Personal from CFO, The Magazine for Senior Financial Executives written by Randy Myers, a contributing editor at eCFO. The main point of the article is that companies are beginning to turn to the Internet and personal advertising to create loyal brands rather than brand loyalty. The article focuses on potential results of this fairly new application of advertising. Nearly seven percent of all retail sales will be conducted online by 2004, according to a Connecticut-based research firm cited in the article. The author argues that the ease and diversity of shopping online gives consumers the potential to more directly influence the market. He says that generic advertisement, meant for every customer, will no longer be as effective since point-and-click navigation make it possible for the consumer to more rapidly change his or her mind. Randy Myers, author of the article, says that companies are going to have to try much harder to keep the customers they already have, since consumers are more willing to leave a brand behind now then they were in the past. He says that the business world is beginning to rethink the advertising equation because consumers are going to start expecting loyalty from the brands rather than demonstrating unconditional loyalty to them. Myers says that sellers will have to develop a one-on-one relationship with their buyers where the seller can understand and meet the unique needs of every individual buyer. Some of the methods suggested by Myers to accomplish these objectives are product reviews, price comparisons, and buying suggestions, which he says are already being offered by some etailers, Myers colloquialism for online marketers. He also believes that ecommerce sites should attempt to collect information about their consumers in order to more readily appeal to them on a personal level. Something, he acknowledges, that isn t necessarily new. Myers also suggests that advertising and marketing might soon be embedded in products themselves. An example he offers is the HBO website, where consumers can go to find out who designed the clothes worn by actors in the network s series Sex and the City. He says that there will come a time when consumers will actually be able to order those clothes through interactive TV while watching the show. Myers cites Jerry Shapiro, an advertising and marketing guru, in saying the messages will be embedded in the content. He says that if the viewer is watching something that interests him or her, he or she will have the immediate opportunity to buy it. Myers argues that getting personal is what loyal br

Our inspirational collection of essays and research papers is available for free to our registered users

Related Essays on Advertising

Joe Camel Advertising

There is no doubt that R.J Renoyld s Cool Joe advertising campaign has increased sales of their Camel Brand Cigarettes. The companies ability to manipulate the buyer into thinking that Joe Camel i...

read more
Advertising Critique

A critique on the impact of advertising in our society. Consider visuals and verbal or written language. (1000 words) The impact of advertising on our society is a fiercely debated topic, and has b...

read more

Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consume...

read more
Tobacco Advertising And Its Effects On Young Adult

Tobacco Advertising and its Effects on Young AdultsIn this world there are many injustices that deal with our children. A main injustice is the advertising of tobacco directed to our youths. ...

read more
Applications Of Game Theory

GAME THEORY One possible application of Game Theory is in advertising. Advertising involves the promotion of products and services so as to expose the product or service to a greater number of peo...

read more
Communication In South Africa

Communication- English and Afrikaans represent South Africa’s two official languages, but there are many other languages within South Africa. The white population mainly speaks the two...

read more