Advertising is a form of nonpersonal communication which produces information for the promoting the sale of products and/or services. Promotional advertisements can be through television, Internet, radio, magazines, newspapers, billboards, etc. The objectives of advertising are to create awareness, aid in comprehension, develop conviction and to encourage ordering (Peter & Donnelly, p. 147). Internet advertising is a form of direct marketing and delivers promotional marketing messages to consumers. It also helps in creating strong awareness by bringing the desired traffic and target customers to a website. The types of internet marketing include email, search engines, social media, blogs, banner advertising, and mobile data advertising.
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Strong brand recognition power can replace the product itself (i.e. Xerox, Vaseline), and when brand names are used as keywords, the search results will result with that brand in the query. Branded keywords generally have a much higher conversion rate that non-branded keywords (Roesler, 2014). An example of product awareness on the internet is Amazon.com. Amazon is one of the largest internet retailers in the United States, which originally began as an online bookstore, Its product line has since diversified to the video and audio streaming services, consumer electronics, apparel, furniture, food, toys and jewelry. Amazon also has its own line of electronics which are Kindle e-readers, Fire tablet, Fire TV and Fire Phone. In addition, Amazon has multiple branded products and services, such as Amazon Prime, Amazon Marketplace, Amazon Web Services, Amazon Art, …show more content…
The desired outcome of marketing communications is guided by consumers’ comprehension of the communicated product information. In general, comprehension has been viewed as the degree to which consumers “correctly” or “accurately” comprehends advertised messages (Houssi, 2007). This is where marketers and advertising has to effectively explain new products to consumers. Product comprehension provides information about specific appeals, benefits and comparison to competition. Companies that advertise on the internet can create commercials, tutorials, white papers, webinars, and comparison charts to educate consumers on various products and services. For example, if I were in the market to purchase a new Samsung LED-TV, I would visit Samsung’s website to get product and technical information. They may offer articles or press releases about their product, which would provide additional promotional information about their line of LED-TVs. On the Samsung website, I might find a comparison tool to help me determine which model and size I would need. I might also visit a retail website that would compare the Samsung model selected to other leading manufacturers. I could also obtain information about warranties and service from the Samsung
Strong brand recognition power can replace the product itself (i.e. Xerox, Vaseline), and when brand names are used as keywords, the search results will result with that brand in the query. Branded keywords generally have a much higher conversion rate that non-branded keywords (Roesler, 2014). An example of product awareness on the internet is Amazon.com. Amazon is one of the largest internet retailers in the United States, which originally began as an online bookstore, Its product line has since diversified to the video and audio streaming services, consumer electronics, apparel, furniture, food, toys and jewelry. Amazon also has its own line of electronics which are Kindle e-readers, Fire tablet, Fire TV and Fire Phone. In addition, Amazon has multiple branded products and services, such as Amazon Prime, Amazon Marketplace, Amazon Web Services, Amazon Art, …show more content…
The desired outcome of marketing communications is guided by consumers’ comprehension of the communicated product information. In general, comprehension has been viewed as the degree to which consumers “correctly” or “accurately” comprehends advertised messages (Houssi, 2007). This is where marketers and advertising has to effectively explain new products to consumers. Product comprehension provides information about specific appeals, benefits and comparison to competition. Companies that advertise on the internet can create commercials, tutorials, white papers, webinars, and comparison charts to educate consumers on various products and services. For example, if I were in the market to purchase a new Samsung LED-TV, I would visit Samsung’s website to get product and technical information. They may offer articles or press releases about their product, which would provide additional promotional information about their line of LED-TVs. On the Samsung website, I might find a comparison tool to help me determine which model and size I would need. I might also visit a retail website that would compare the Samsung model selected to other leading manufacturers. I could also obtain information about warranties and service from the Samsung