2.5 Advertising on the internet

Advertising is defined as any paid form of non personal presentation and promotion of ideas, goods or services in mass media such as newspapers, magazines, television or radio by identifiable advertisers. Advertising is used by many organisations to provide specific information about themselves, their products and services or its behaviour towards a defined target group, with the aim to trigger a response there (Kotler, 2006, p.709).

Almost every user is nowadays able to sell a product over the internet. Often, it is no longer enough to advertise through traditional media, as these forms of advertising are often overlooked because of the high overstimulation of everyday life. In 2008, approximately 3.65 billion Euros was spent on advertising over the internet in Germany. This is about 15 % of the whole advertising budget. The online advertising is also very exhausted, so that many users are already saturated on the internet. This raises the question how an offer could be advertised online to find the correct communication mix between online and offline advertising (OVK, 2009).

Burger King started a good example for an interactive online advertisement campaign in 2004. In an interactive commercial a chicken appears that asks visitors to give him various instructions such as dance, eat, read, sing and 300 other commands. In the very first week Burger King registered 46 million users. The campaign is still online with about 500,000 visitors a month (Burger King, 2004).

The objective of online advertising is consistent with the aim of classic advertising: It is to increase the visibility of products, organisations or persons. But online advertising reaches this objective with a significant lower budget than classical advertising. Online advertising, which is included in the marketing mix, also requires public relations, sponsoring event marketing as well as a precise control, planning, implementation and a follow-up.

Figure 6: The online marketing mix

Source: Self created (data by Kotler et al., 2006, p.140)

According to a study of Pricewaterhousecoopers the acceptance of online advertising is still increasing. The growth of the online advertising industry is twice as fast as the rest of the advertising industry. The study also found out that a printed catalogue is still important, but many people only use it to inform themselves about products in order to buy them online (Pricewaterhousecoopers, 2009). The most effective tool of advertising on the internet is e-mail marketing. The desired and ordered E-mail advertising is read by nearly three quarters of recipients completely or at least skimmed over, only 12 percent delete these messages immediately (W&V, 2010).

Max Adler Salzhemmendorf Webdesign

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