Lab+5


 * What is the difference between advertising methods used in the real world and the virtual world. Please explain. **

Susan Wojcicki, VP - Public Policy and Communications, Google//** Millions of people use the Internet daily for multiple purposes. Internet users vary from geographic regions, age, sex, income and ethnic backgrounds. Online advertising can reach out to broader audiences. Online advertising is a popular way for businesses to be recognized both locally and nationally without a substantial marketing budget. Advertising method vary between online and offline due to competitors and audience behavior. When you put out a traditional printed advertisement, you know the advertisement is competing along with your competitor’s advertisements. Significant advantage of online advertising has to be the immediate publishing of the information without restrictions of geographical area. Internet has another favor circumstances with easy customization and flexibility of the advertisements online. It is much easier to alter online pop-up ads compare to reprinting all the advertisements or re-shooting the TV infomercial. Also, more precise audience targeting could be done with clickstream method. For example, when billboards are arranged, the marketing team does not know who will drive by the billboard. In other words they have lack of knowledge of their audience to gain effectiveness. Traditional print advertisements have much more interaction with the audience compared to online advertisement simply because people tend to just scan through the page online and they browse through multiple pages at the same time but when there is a TV commercial, all of the audience’s attention is focused onto the commercial. Traditional print advertisements also appear online because of convergence of medium. Most, if not all TV commercials are available online. All magazines have online website and the magazine itself is published online. For example, old spice TV commercial became a meme with its content of the advertisement. Conclusion, whether it is online or offline, the content of what the businesses are advertising is what captures audience’s attention. Online and offline advertisements are just the methods, effectiveness of the advertisements are heavily depended on the advertisement content rather then the medium.
 * //"U.S. users spend 12 hours per week online, which represents about 32 percent of their media time. However, online advertising makes up only 13.6 percent of advertising spend in the U.S."