Background information
Advertising refers to business communication practices that allow commercial practitioners to relay crucial information with regard to their products and services (Brown & Boulderstone 2008). Through advertising, businesses provide specific information regarding diverse activities that characterize operations in the market. In most cases, advertising seeks to sensitize buyers on the rationale for utilizing products and services that suffice in the market (Brown & Boulderstone 2008).
This business development tool serves as an avenue for presenting necessary information regarding practices and operations in the market. Since its inception, advertising has propagated through traditional avenues that sustain its actualization in diverse contextual thresholds (Brown & Boulderstone 2008). Examples of such traditional avenues include print and broadcast media. Other avenues of advertisement include leaflets, fliers, billboards, and the Internet. It is important to note that the Internet has had immense influence with regard to nature and scope of advertising. This research will highlight overall effects of the Internet on advertising in contemporary society and argue that the Internet has revolutionized advertising due to its flexible and dynamic orientation.
Effects of the Internet on advertising
Due to its dynamic nature, the Internet creates room for business growth and development. Most business entities are increasingly adopting online advertising due to numerous benefits that derive from its essence. Internet technology has witnessed monumental growth across the world. Its popularity guarantees sustainable penetration into markets that are inaccessible through traditional media. One of the benefits of online advertising revolves around efficiency of information delivery (Brown & Boulderstone 2008).
Most people utilize the Internet for finding information on current issues in social context. Therefore, most commercial entities use the Internet for advertising because it guarantees access to potential buyers in the market. The Internet has also strategic aspects to it, since it circumvents geographical barriers. In traditional advertising, there are numerous geographical barriers that make it impossible for advertisers to achieve objectives in a timely manner. For instance, they have to identify appropriate locations that are suitable for erecting billboards. On the contrary, online advertising offers a platform that facilitates advertising devoid of such challenges (Brown & Boulderstone 2008).
Online advertising bolsters accountability and transparency with regard to corporate entities. Business practitioners prefer online advertising because it enables appraisal with regard to success of advertising campaigns. In traditional advertising, it is difficult to determine the impact of advertisements due to absence of reliable structural and institutional frameworks. On the contrary, online advertising enables advertisers to establish the number of views on a particular advertisement. This enhances quantification and determination of value with regard to sustainability of advertising campaigns (Brown & Boulderstone 2008).
Online advertising also boosts sales because viewers can click and purchase goods immediately after they view an advertisement message. In traditional advertising, it is not possible to inspire such action because buyers have to plan physical visits to outlets that offer the product or service. This reality creates impetus for accountability and performance in corporate contexts. It enables businesses to understand the relevance of advertising to their operations. It also helps such entities to avoid spending money on advertising ventures that do not yield commensurate outcomes (Brown & Boulderstone 2008).
Online advertising is vital because it enhances operations enabling businesses to focus on their target audience, since there is opportunity to determine the flow of advertisement messages. In other words, advertisers are able to place messages on sites that are relevant for the target audience. For instance, a company that seeks to popularize beauty products can place their message on web pages that are frequently visited by young people (Duffy & Thorson, 2011).
This enables advertisers to guarantee adequate viewership that ultimately enhances sales with regard to such products. The Internet has introduced dynamic concepts into business marketing and development. It is important to appreciate its role in creation of avenues that guarantee sustenance and propagation of appropriate business practices in contemporary society (Duffy & Thorson, 2011).
Online advertising ameliorates the standing of organizations through exposure and visibility in the market. Visibility is an important aspect with regard to business marketing and development. Advertisers understand the relevance of product availability and visibility in the market (Duffy & Thorson, 2011). Due to an increase in the number of people who visit Internet sites such improvements in this area are possible. This has been intensified by the popularity of mobile phones that support Internet services. Therefore, more people have access to Internet services around the world. This has enabled advertisers to penetrate markets that were previously unresponsive to traditional media (Duffy & Thorson, 2011).
Conclusion
As mentioned earlier, advertising is crucial with regard to business development in contemporary society. It enables corporate entities to promote products and services that suffice in diverse realms of operation within their jurisdiction (Duffy & Thorson, 2011).
In most cases, advertising seeks to sensitize buyers on the essence and rationale for utilizing products and services in the market. This business development tool serves as a medium for presenting the necessary information regarding practices and operations in the realm of competitive commercial undertakings. Since its inception, advertising has propagated through traditional avenues that have sustained its actualization in diverse contextual thresholds. However, the Internet has improved efforts that seek to entrench and propagate advertising as a business development tool (Duffy & Thorson, 2011). Indeed, the Internet has revolutionized advertising due to its flexible and dynamic orientation.
References
Brown, D., & Boulderstone, R. (2008). The impact of electronic publishing: The future for publishers and librarians. New York: Walter de Gruyter. Web.
Duffy, M., & Thorson, E. (2011). Advertising age: The principles of advertising and marketing communication at work. London: Cengage Learning. Web.