Web Advertising: A Dream Project


By
Saswati Upadhyaya
PGP 2003-2005
Xavier Institute of Management
Bhubaneswar
 


My dream project would be Web advertising, the realm of which is a relatively new, un-researched area with a huge untapped potential. What fascinates me about this survey topic is the fact that in the information age, the growing accessibility of the Internet among diverse sections of consumers, can become a powerful tool for endorsement and hence sale of products. What is unique and defining about this medium is that, the advertiser reaches only those who are interested (a focused audience), and more cost-effectively than with conventional advertising. With the new focused channels, the Advertiser can concentrate on timely and customized announcements, rather than the relatively static and mass appeal approach in conventional media. On an individual level, for example, the marketer may use the technology to make himself more accessible to the consumer thus adding to his service levels through interactive marketing. The introduction of interactive marketing and specifically interactive advertising heralds the beginning of an era where customers will choose the advertising they wish to see, when they want to see it. The Web can be transformed into a research tool, a brand builder and an advertising medium in one swoop, something not offered by other media. Furthermore, unlike other media where the advertising agency is the only link between the client and the media-owner, the Web allows the client to become the media owner. The assortment of features of web advertisement notwithstanding, it provides a special challenge to marketers and planners due to its relative infancy, which brings previously un-encountered circumstances to the fore. Hence, the first step is the necessity of studying the feasibility of any intended business proposition and when the planning of that operation takes place. This entails research, survey development and feasibility analysis. It involves a study of the firm's internal strengths and weaknesses as well as the external opportunities and threats presented by circumstances in the environment. I would get an opportunity to use my analytical and research skills to explore the feasibility of online advertising.
 


Saswati Upadhyaya
PGP 2003-2005
Xavier Institute of Management
Bhubaneswar
 

Source : E-mail September 22, 2004

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