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Enrolment number MBMDXB09713351

1st YEAR MBA ASSIGNMENT 2009-2010 ADVERTISING MANAGEMENT

PART A

COLLECT FROM CURRENT PERIODICALS EXAMPLES OF BEST IN MODERN ADVERTISING. WHY DO YOU CONSIDER THEM AS GOOD ADVERTISEMENTS? PART B

WHAT MEDIA ARE AVAILABLE TO ADVERTISE TODAY THAT WERE NOT AVAILABLE A CENTURY AGO? WHAT INFLUENCE HAS THE DEVELOPMENT OF NEW MEDIA HAD ON THE GROWTH OF ADVERTISING. .

By Shyamkumar Pillai

Enrolment number MBMDXB09713351

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PART A

COLLECT FROM CURRENT PERIODICALS EXAMPLES OF BEST IN MODERN ADVERTISING. WHY DO YOU CONSIDER THEM AS GOOD ADVERTISEMENTS?

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Modern Advertising:
Advertising or successful marketing has become an essential part of the business world. It is the promotion of a companys products and services primarily done not only to drive sales of the products and services but also to create or build a brand identity and to increase the buzz-value of the brand. The concept of companies allotting considerable amounts of revenues on their advertising campaigns will never die but the strategies and tactics used by advertising firms has changed considerably over the years. The traditional methods of highly-touted customer relationship initiatives and push/pull marketing tactics no longer work. Modern advertising is about speaking to and not speaking at the people. It does not focus only on the mass-market point of view but also on methods to engage people and make them grasp the brand promise and in case of social awareness advertising campaigns make a strong impact on them.

Examples: y From Indian advertising agencies. DONT TALK WHILE HE DRIVES

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Advertising Agency: Mudra Group, India Executive Creative Director: Joono Simon Art Director: Vinci Raj Copywriter: Akhilesh Bagri Photographer: Mallikarjun Retouching : Sathish Published: 2009 This advertisement conveys the message of Do not use mobile phones while driving and it indirectly shows the consequence of it. A person who drives and uses a mobile phone is aware of the fact that talking or texting while driving can be dangerous; he may be conscious about the fact but does not really care about it. Currently it is an issue in every country, so what better way to portray the message than by using graphic real images and targeting not just the person driving. The idea presented in this advertisement is clear, simple, and creative and yet beautifully executed.

SAMSUNG QUICK-COOL ACS

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Advertising Agency: Cheil Worldwide, Gurgaon, India Creative Director: Vedobroto Roy Art Director: Chetana Prasad Copywriter: Vedobroto Roy Illustrator: Atanu Roy Published: March 2010 Samsung quick cool ACs work so fast that turning it on can even cool the Incredible HULK. This idea is simple, clever and funny. It is based on a fictional character HULK (the green looking monster side of the cartoon character shown in the advertisement) appearing in comic books and in movies. According to the comic books Hulk who is actually, a physicist turns into a green monster when he is emotionally disturbed and extremely angry. But as you can see the Samsung Quick Cool ACs work so fast even Hulk can be transformed instantly into a cooler and of course confused person.

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This advertisement was also for Samsung Quick Cool ACs done by the same advertising firm, showing how quickly their air conditioners can cool.

THE IDENTITY OF YOUNG CHENNAI

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Advertising Agency: JWT, Chennai, India Creative Directors: Senthil Kumar, Abraham Karimpanal Art Director: Batul Turab Copywriter: Akash Anandh Photographer: Akash Anandh Published: April 2009 Simple yet creative way of branding the product so that the consumer can recognize it with the thumbprint, and still not forgetting the underling idea of a thumb impression as a signature of The Identity Of Young Chennai and also recognizing it as being a part of a larger brand The Times Of India. A simple impression of a thumbprint in some cases might not be able to convey the message to the consumer but the use of it for a newspaper is brilliant. The art work on the thumbprint is also good.

YOUR EYES DESERVE A BETTER AFTERLIFE. PLEDGE THEM

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Advertising Agency: 1pointsize, Chennai, India Executive Creative Director: Sharad Haksar Creative Director: Anantha Narayan Copywriter: Prakash Art Director / Illustrator: Gopi Prasannaa Every social awareness advertisement has to be shocking to some extent. Just saying Please Donate Your Organs is old and might catch the attention of few, but giving a reason from the illustration and the captions that you cant pledge them forever might prove more effective. The idea of a decaying body is basic illustrating it in a comical way will definitely catch the readers eye and convey the message.

BULLETPROOF YOUR SUV

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Advertising Agency: DDB Mudra, Bangalore, India Executive Creative Director: Joono Simon Art Director: Vinci Raj Copywriter: Akhilesh Bagri Illustrator : Sajith kumar Published: 2009 The advertisement is about bullet proofing SUVs. The idea is powerful with a good visual of both the main objects of interest. The visual is simple but strong enough to catch the attention of a reader as the image of a gun and a car might strike him as an advertisement of a new Bond movie. In all it is a smart way of showing that even if the gun goes off your car is going to be protected from the bullets.

GET ADDICTED
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Advertising Agency: Karan Rawat, Mumbai, India Creative Director: Karan Rawat Illustrator: Ajay Borle Photographer: Prasad Naik This advertisement along with its caption is a smart, tacky and fashionable way of portraying the product, Killer Jeans. The visual is clear, the outfit worn by the model is fashionable and linked to the caption, also the naught look on the models face makes the advertisement even more attractive, appealing, and addicting to the youth.

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From International advertising agencies. Flexible fabric

Advertising Agency: JWT Dubai, UAE Executive Creative Directors: Russell Heubach, Chafic Haddad Senior Art Director / Copywriter: SM Ziyad Illustrator / 3D Artist: Tarek Samaan Planner: Prabhakar Iyer Account Manager: Rochelle Barreto This is another advertisement that uses the fictional character HULK appearing in comic books and in movies. According to the comic books Hulk, a skinny physicist turns into a huge green monster when he is angry. During this transformation, his clothes usually get stretched out and torn. This advertisement is a simple and creative and shows no matter what even if the incredible Hulk is hurt band-aid is flexible enough to stretch and stay on.

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Fed-Ex Neighbors USA-Brazil

Advertising Agency: DDB, Brazil Creative Directors: Rodrigo Almeida, Renata Florio, Sergio Valente Art Director: Max Geraldo Copywriter: Aricio Fortes Photographer: Manolo Moran This advertisement shows how easy it is to deliver packages with Fed-Ex between North and South America, its as easy as passing a package from one neighbor window to another. Distance doesnt matter with Fed-Ex. The advertisement is simple but also brilliant and creative.

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IF YOU DON'T FIGHT CHILD ABUSE, WHO WILL?

Advertising Agency: Y&R Johannesburg, South Africa Chief Creative Officer: Michael Blore Executive Creative Director: Liam Wielopolski Art Directors: Alison Stansfield, Mbuso Ndlovu Copywriters: Ian Franks, Sebastian Schneider This is a brilliant and straight to the point advertisement campaign with a chilling insight about child abuse. The photography and color is also good and the idea of using toy soldiers to protect the child is very creative and touching.

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PROTECT YOUR SIGNATURE

Advertising Agency: Extreme Group, Toronto, Canada Chief Creative Officer: Shawn King Creative Director: Phil Sylver Art Director: JP Gravina, Matt Prokaziuk Copywriter: Matt Prokaziuk, JP Gravina Illustrator: Richard Thompson Account Management: Mike Bevacqua, Amber Foucalt, Whitney Cummings Published: April 2010 This advertisement is about fraud proof pens. The ad is simple and straight to the point, it show a signature that is signed using a barbed wire meaning you can protect your identity if you use their product and no one can forge your signature.

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DON'T THROW AWAY WHAT CAN BE USED AGAIN: EVEN AN OLD CALENDAR BECOMES NEW AGAIN EVERY 28 YEARS. START THE NEW YEAR WITH A RESOLUTION: RECYCLE.

Advertising Agency: Euro RSCG, Milan, Italy Creative Director: Dario Villa, Erick Loi Art Director: Luca Ghilino Copywriter: Michele Picci Published: December 2009 Smart way to show people that recycling is always an option what seems to be useless now might be as good as gold in some time. The idea in the advertisement is simple and to the point. The idea of putting the recycling stamp on top proves more effective in catching the readers eye and conveying the message of recycling.

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This advertisement was made by students of the Miami Ad School for Hoover Vacuum Cleaners. Its a clever way of demonstrating how efficient the vacuum cleaner is, its so powerful that it can vacuum the clouds from the shy.

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EVERYONE MAKES MISTAKES

This advertisement was published in Hong Kong for Stabilo Erasable pens. Its a simple, creative advertisement with a clear message. It shows a ballot paper with the names of two politicians Al Gore who is all for saving the environment and George W Bush who wanted to have a war. The point of the advertisement is that everyone makes mistakes but with the erasable pen you can wash your gilt way and correct you mistakes.

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PART B

WHAT MEDIA ARE AVAILABLE TO ADVERTISE TODAY THAT WERE NOT AVAILABLE A CENTURY AGO? WHAT INFLUENCE HAS THE DEVELOPMENT OF NEW MEDIA HAD ON THE GROWTH OF ADVERTISING.

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Advertising Media Available Today That Was Not Available A Century Ago
Advertising has reached greater heights with the leap that technology has taken in the last few decades. Radio advertising, print advertising and television advertising which once considered the only medium for advertising now seems a little outdated to the present generation. However, this does not mean that traditional media like newspapers, radio and television advertising have died out. In fact, with the increase in television networks, radio stations, magazines and newspapers it has become much easier in targeting a market than it was 20 to 30 years ago. Times have changed and so has peoples lifestyles, in the new 'on the move' culture very few individuals actually stay at home. Even though it may be harder to find people at their homes, it has become easier to stay connected with people through the advancements in technology. The world has now become a smaller place thanks to the World Wide Web or the internet and mobile phones, giving modern advertising a new face, which is more glamorous and high-tec. Advertisers have always looked for new types of advertising appeals. Many of the newage advertising methods are a result of the advent of the Internet, while some are just novel ideas that have transformed mundane advertising media into brilliant and witty advertising methods. Internet advertising is a vast concept with several sub-types, many of which were introduced recently; email advertising being one of its earlier trends. In addition to these outdoor advertising solutions like billboards, kiosks and airport advertising have also gained popularity in the last few decades, since outdoor advertising continues to be the basic commodities bought by most households and a means of creating business. Today, business success largely depends on the amount of money spent on advertising and marketing. Every year companies increase their advertising budgets for marketing their products. Its a rule in business, if you have something efficient and something unique to sell you need to also possess the art of selling it. Modern advertising methods have made it possible and even more beneficial for every big and small company to showcase their products in a very different unique way and perception to attract the audiences in to buying them. Modern advertisers prefer taking bigger risks and experimenting with new concepts, which are trendy or modern and innovative. No one
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wants to waste their time in lengthy conventional methods of advertisements; big companies are more than willing to spend bigger money for instant, smart, quick ideas, which makes the perfect combination of creativity and sense of advertising. Modern advertising is not about using online advertising and mobile phone advertising its also about economics, how to be trendy and yet cost effective in order to get a good return on the investment. Because companies just cant afford to advertise and make no profit. Media used in advertising can be divided into 3 categories: y Online Modern Advertising Methods y Offline Modern Advertising Methods y Mobile Modern Advertising Methods

Types:
Online Modern Advertising Methods

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Pay Per Click or PPC Advertising PPC advertising is also referred to as adwords advertising, keyword advertising, cost per action advertising and search engine advertising. In PPC advertising businesses purchase keywords or relevant words to form a PPC advertising campaign. Then when surfing the internet types one of the campaign keywords, the advertisement shows either above or to the right of the organic search results. Yahoo was the first company to venture into PPC. Googles Adwords program is now the most popular and largest PPC advertising program on the Internet. Originally this form of advertising was relatively inexpensive, but today prices have increased to the point that many small business owners cant afford to use it. Yahoo! Search Marketing, MSN, adCenter, Miva and other search services also offer PPC advertising, often for less than Google. PPC advertising is also used to get users to take a survey to acquire information on people who search by certain keywords. Banner Advertising/Web Banner Advertising This type of advertising is similar to banner advertising used on the roads. The advertiser pays for space for a limited time on a publishers web page (banner advertisements usually placed on the horizontal strip on the top of web pages). They attract attention due the images and graphics placed through javascript or any other multimedia objects and animations on the web banners. These web banners ads when clicked, leads searcher to the advertisers web page.

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The advertiser has to pay per click for all searches sent from a publishers page and then a commission if a searcher takes a desired action on the advertisers destination page.

Pixel Advertising Pixel advertising is a new type of Internet advertising in which the cost of an advertisement is calculated based on the number of pixels it occupies, just like buying space in a newspaper, the advertiser pays based on the space (number of pixels used) that the advertisement takes on the page. This type of advertising originated in 2005, when a British student Alex Tew came up with a new website called The Million Dollar Homepage, where the advertisers could buy advertising spaces at a rate of $1 USD per pixel with a space limit of one million pixels. In addition to the space options provided by the hosting websites, there is also the option of using Do-it-Yourself (DIY) pixel scripts, which allows people who do not understand the intricacies of the pixel advertisements to incorporate the pixel advertisements in their own website without any hassles. The commonly used DIY pixel scripts are the GPix Pixel Ad Script and Million Pixel Script. On Site Ads Related To Content This type of advertising also called as contextual advertising, is placed on pages relevant to the search. More recently, these advertisements show up next to emails in the Google mail service. Ad sense was the first contextual advertising venture by Google. Contextual advertising often proves more effective because of its relevance to the keywords searched and is a very specifically targeted form of Internet marketing in which the advertisements are selected by automated systems based on the content being viewed by a particular user. The automated system scans the text of a website for keywords or relevant
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words and sends advertisements that match the content which the user is viewing. Many search engines also make use of contextual advertising for displaying advertisements on the search result pages, such that the advertisements match the content that the user is looking up on the web. There are two types of contextual advertising. In the first type banner advertisements are placed by advertisers on third party web sites such as Google. The third party then places banner advertisements only on pages with relevant content. In the second type hyperlinks are provided instead of actual advertisements A third party scans the searches content for keywords purchased by the advertiser and automatically makes those keywords into links to the advertisers destination webpage. The advantage of the second type of contextual advertising is that the links are less intrusive than banner advertisements and they appear to be a part of the content. Therefore, readers are more likely to click on the links than on banner ads. Contextual advertising is interactive just as PPC advertising because the searcher keys in a keyword or clicks on a hyperlink to get to the advertisers page. Blog Advertising, Facebook and Other Social Networking Websites Some might consider blogs or social networking websites as a waste of time but these days blogs are one of the most popular mediums for interactivity. Blogs or social networking websites are web pages on which a blogger writes his thoughts regarding a particular topic and audiences write comments on their thoughts. Owing to the tremendous popularity of blogs and social networking websites, advertisers have wisely used these as effective advertising and marketing tools. Some companies are using corporate blog to reach out to their customers online by writing of new products feature, their working, their rates, comparisons, etc. The advertising blogs make use of Search Engine Marketing techniques, which ensures better results on the web. E-mail Advertising E-mail advertising is a form of direct marketing that uses electronic mail or e-mail as a means of communicating commercial or fundraising messages to a potential customer. Email advertising may be sent with the purpose of: y Enhancing the relationship of a company with its current or previous customers,
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y y

To encourage customer loyalty and repeat business, or It may be sent with the purpose of acquiring new customers and convincing current customers to purchase something immediately.

Pop Up Advertising Pop-up advertisements or pop-ups are a form of online advertising on the World Wide Web or internet intended to attract web traffic or capture em ail addresses. Pop ups are web browser window advertisements that open up when certain web sites are opened a new. The pop-up windows is usually generated by JavaScript, but can be generated by other means as well. A variation to the pop-up window is the pop-under advertisement, which opens a new browser window hidden under the active window. Pop-unders do not interrupt the user immediately and may be not seen until the active window is closed, making it more difficult to determine which web site opened it.

Offline Modern Advertising Methods Offline Advertising methods includes some traditional advertising media, but with a more modern perspective. Some of these methods are:

PR Advertising Public relations, or PR advertising, is designed to get people to take an action other than just make a purchase. Traditionally, PR advertising only gave the business perspective on an issue, defended the business from accusations, or made an apology for some wrongdoing. However, PR advertising has changed. Now the modern method of PR advertising is to encourage interaction with the business, maintain and develop good public relations and goodwill amongst employees as well as clients. This method is not only a way to be in the public eye, but also a great way to build and maintain a particular brand image and identity. Public Relations is not just designed to make a sale, but to support the business in some other way. Public Relations is thus a great advertising tool which is used by companies to reach out to their investors, employees and their existing and potential customer base.

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PR advertising can be either done online or offline like advertisements in newspapers, magazines, television and radio. Theater Advertising Theater advertising has been used for decades when advertising concession stand products. The advertisements are run before the movie starts and at intermission to get people to buy drinks, candy and popcorn immediately. But it dint work as effectively for other businesses because its impossible to get people to take immediate action. Modern advertising is all about making people take action. Now, we find advertisement on the screen accompanied by a printed promotion like a coupon. For example, most people eat out after a movie. Therefore, if a restaurant advertises a discount by handing out coupons or promotional flyers to movie-goers most people would take to the restaurant for the discount.

Newspaper & Magazine Advertising In general, people might consider advertising in Newspapers and Magazines as an older media. However, now there are hundreds of types of newspapers and magazines available in the market targeting each community or age group it might even be a comic book. Modern advertising is not about mass publication but targeting the right group of people to make the product sell. Cable Television Advertising Cable television not available 50 years ago is now in almost every household; even in most rural areas. Because of the vast variety of options in channels for each category of people, advertising on it can be purchased locally, regionally and nationally and is usually less expensive than regular television advertising, making it more feasible to use for direct marketing. At a low price, even small business owners with small advertising budgets can afford cable television advertising. In addition, to this todays ad-sales environment offers new advertising opportunities, including product placements,
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entitlement sponsorships, and sponsor-supplied programming. Another strategy used in these advertisement is to make to add a phone number or web site address which could motivate potential customers to respond directly and immediately to the business. Radio Advertising Like cable television, there is variety of radio stations available that can be used to target a particular group of listeners. But for modern advertising to work the advertisement has to be enticing and appealing strong enough to make an impression on the target market members. Hence, many local radio stations offer drive time ads that provide affordable message repetition, especially if the ad is run shorter than the typical 30 and 60 second ones.

Mobile Modern Advertising Methods Mobile Advertising It may be annoying to receive advertisements on the cell phone, but mobile advertising or cell phone advertising is one of the most effective ways of advertising. Its two-way communications departs from most one-way media, and its user-centric approach makes bottom-up marketing feasible, thus providing the essentials of modern advertising methods. Usually, advertisers have a data of mobile numbers of their existing customer base and a list of phone numbers of people who might be potential customers. M essages on the mobile phone rarely go unnoticed and hence, qualify as an effective marketing or advertising tool! Companies are using mobile advertising across the world from Pizza Hut, to Honda, the big boys are jumping in and experiencing good return on their advertising investments. Mobile advertising especially appeals to younger generations who have grown up with, media technology including mobile phones. Most mobile phone devices display advertisement at the top or bottom of a phones screen.

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Advertising on Truck And Cars/Mobile Billboards Mobile billboard trucks are nothing but giant eye-catching rolling mobile billboard messages that can travel to any zip code where it's needed the most. Mobile billboard advertising trucks are like radio and TV ads; the billboard trucks reach targeted locations and are directed toward a specific demographic group. The length of campaign is usually limited to a few days or weeks at a time. Frequency and impact is an important element to a successful advertisement campaign and mobile billboards crea te a huge impact on the viewer, which causes them to remember the advertisement for days and weeks after they had seen it. Large billboard trucks on wheels, rolling slowly in front of 100's and 1000's of eyes are remembered! Mobile ADS can target specific demographics with as few as 1 billboard Truck in most designated market areas. There are companies that rent trucks specifically designed to be mobile billboards. Companies offering rental truck and car advertising services contend that: y Truck and car advertising use motion, size and visual appeal to capture attention. y More than 90 % of people notice truck and car advertisements. y 14 million people a year see metro trucks. y Truck and car advertising is more economical than billboard advertising. Research has shown that advertising on trucks is more visible and creates more impressions than all other types of Outdoor street media, including buses. Outdoor/Billboard Advertising Outdoor advertising is the most popular way to promote products and ideas. It includes various types of promotional displays, from highway billboards to transit posters and door hangers, all geared towards communicating a message to the public. The message
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might be to buy a product, take a trip, vote for a politician, and give to a charity or even a public service announcement. Outdoor advertising has changed in the la st few years. Now when people think of outdoor advertising, they usually think of the colorful billboards along the streets and highways. A billboard located a block away or in front of the business can direct people to that business showroom where as the billboard in an undesirable area will do little good. With outdoor advertising, the creative spirit of modern advertising is not stifled, and the reach is deep and diverse. Outdoor advertising offers value for money and reaches its audience as an element of the environment. Researchers are spending extensive resources to study this medium. The top categories of businesses that use outdoor advertising are: Entertainment & Amusements, Media, Retail, Travel and Consumer Goods. Outdoor advertising is considered the ultimate mass medium that is true to its core values. Mall Advertising

Shoppers in a mall, by their very presence, are looking to buy. They are a captive audience in a visually stimulating environment, audiences that craves new trends and compelling reasons to purchase. In fact, the average shopper typically makes 38 trips to a mall each year and on average, stays an hour and 20 minutes per visit. So what better
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place to make an impact on a potential consumer than where they are most receptive to relevant messages. Mall advertising offers the best chance to communicate with consumers when they are in a buying mindset. Mall advertising offers uniquely effective options such as on-mall events, product sampling, handouts, and signage, which are smart, and affordable marketing solutions designed to add frequency, relevance and brand interaction not possible with traditional media. Bathroom Advertising/Restroom Advertising

Bathroom advertising seems like something out of box but it is fast catching up with advertisers who are keen to present their product in a unique and sophisticated manner. Bathroom advertising is nothing, but placement of advertisements in public restrooms! A research was carried out, in which a test group of people visiting a restroom were questioned whether they noticed the advertisements placed in there, and surprisingly a major percentage of the group were seen to have a high retention of the advertisements. This led to the conclusion that people visiting the restroom are a good target audience. Bathroom advertising is soon catching up as an effective advertising tool. Airport Advertising Airport Advertising is nothing but placing advertisements in the airport to target passengers in international as well as domestic flights. The experience of an airline traveler is unique. On an average, travelers spend about 2 hours in the airport prior to departure. Airport advertising is designed to target passengers through every step of their journey - as they enter through ticketing, proceed through concourses, reside in gate

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areas and as they pass through jet bridges using spectaculars, wraps and floor exhibits. Upon landing, baggage claim and ground transportation provide additional exposure.

Subway Advertising

In this type advertisements are place in areas directly over the windows in trains, on platforms ticketing counters and other high traffic areas. Other Advertising Media

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In addition to the media discussed above advertisements are also places in bars, bus shelters, bus sides, sidewalks, phone kiosks, taxi tops and other public areas.

Influence of Development of New Media on the Growth of Advertising

Modern advertising has gripped the world with its extravagance and extra ordinary results. The term advertisement has found a new meaning with the latest technologies and changing markets. Today's consumers are more savvy, sophisticated, and discriminating. With their distracted, multi-tasking lifestyles, not to mention being inundated with marketing messages, they're often blind to traditional media. Therefore, to ensure the brand gets noticed, its important to catch the eye of the consumer when they are actually looking. Usually, the traditional methods of advertising included print media: newspapers, pamphlets, billboards and television. The modern concept of advertising goes much deeper than the stated methods. It uses the changes, new options and different advertising methods and techniques available in the traditional media to grab attention the consumer. In addition, the advent of Internet has made it possible to market products in every nook and corner of the world.

Effects:

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Effect of Online (Internet) Advertising Methods Through the internet, a business of any size can compete in the global marketplace. In fact, on the internet, the size of an organization's operation makes little difference. Similar companies compete against one another while being only a mouse click away. In other words, a buyer can locate numerous sellers offering similar merchandise, similar prices and similar offers in a very short time period. As more people and businesses become comfortable with the internet, the marketing landscape of the internet continues to evolve. Use of the internet has exploded during the last few years in both the consumer and business-to-business markets. Although experts still debate the future of the internet, no one doubts it is having an impact on how business is taking place in the twenty 'first century, even with all of the - - dot crashes - - of the late 1990s. Here are some facts about the internet that highlight its tremendous growth and presence in society: y The most common products consumers' research online and purchase off-line (at the store or outlet) are: automobiles, computer, hardware, travel, electronics, books, appliances, music, sporting goods and clothing. Over 25 percent of all business-to-business purchases are placed through some type of internet connection. The five top business-to-business e-commerce products are computers and electronics, motor vehicles, petrochemicals, utilities, papers and office products. In 2004, 10 percent of business-to-business advertising dollars were spent on the internet. The total amount spent was $8.7 billion. About 54 percent of the e-mail users have responded to an e-mail advertisement. Almost half purchased a product. Internet retail sales account for almost 2.5 percent of all retail sales.

y y y y y

In today's marketplace, the web is becoming the communication tool of choice for many companies. The internet provides opportunities for communication, customer service, sales support, collaboration and e-commerce. Some companies use the internet for every aspect of their business including taking orders, inventory control, production scheduling, communications plans, sales programs, service departments and support programs. The influence of the internet on the consumer, various businesses and industries is clear in todays economy. The presence of the internet has become so important that it has now an essential media of a modern advertising.

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Effect of Offline Advertising Methods Using offline advertising might be considered by some as old fashioned but the truth is offline media has also modernized from just one or two types of newspapers, magazines or TV channels to hundreds depending on the target audience. Now there is a channel or magazine to cater to the needs of every person making it easier for companies to advertise and attract attention. Advertising firms and companies have come up with creative ways to make this type of advertising more effective. On their advertisements, they offer free samples, premium items and discounts making the customer more inclined to using a clipping and thus increasing sales. In addition the internet and other forms of modern technology is most appealing to the younger generations than the older people who find the internet as a little confusing and hard to understand where as getting information from newspapers, magazines etc as more reliable and informative. Effect of Mobile Advertising Methods People are constantly on the go from getting to and from work, to traveling for business and pleasure, to shopping, most people cover lots of territory within any given day. Therefore, it is no wonder why there are advertisements wherever one goes. From billboards along the highways, to subway and airport advertising, to mall and bathroom advertising mobile advertisements are everywhere. People constantly see these advertisements and automatically store then in their memory so the next time they shop they look for the products they saw advertised around them, as these products are more familiar to them. Mobile advertising outdoors or indoors might seem like a one sided approach to some but it is most effective especially if the signs are posted near the business locations. Another reason why outdoor mobile advertisements have become popular is that they are very creative and eye catching making them interesting to potential customers. In addition to these, advertising through mobile phones is unobtrusive and interactive with immediate results. People, carry their mobile phones everywhere making it easier to contact them. Sending advertisements to peoples mobile phones is growing quickly from just under 500 million in 2006 to a projected almost 5 billion by 2011. This growth is understandable considering mobile advertising to be a two-way means of communications from most other one-way media, and it has user-centric approach making it an essential part of modern advertising.

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Conclusion

When all three types of modern advertising media are considered online or internet advertising seems to be the most effective as it influence all the other categories in some way or the other. Its easy to access, user-friendly, provides all the information a potential customer needs and lets the customer make a purchase instantly. Thus with the increasing usage of the internet the revenue gained from it has also increased considerably.

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