When is a Web ad simply too costly?

Article Abstract:

The expense of running an ad on Internet's World Wide Web sites is analyzed against the exposure achieved for the company's products. A comparison of fees charged by three computer magazine publishers for a long-running advertisement is made. Results show that advertising in the medium can be 40 times as expensive as doing it in conventional print media. Despite the advantages that online services can offer, such costs cannot be justified unless the improvement in technology in terms of providing both video and audio along with quicker data to customers becomes a reality.

Usage, Economic aspects, Internet, Technology application, World Wide Web

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Information deluge will change ad tides

Article Abstract:

The trend towards increasing advertising, direct mailing and telemarketing cannot continue indefinitely because the effectiveness of commercial messages is diminished as consumers become overexposed to them. Because of this, advertising in the future will evolve into '1:1 media.' This concept is the complete opposite of the traditional marketing structure as it involves the reversal of roles for the advertiser and the consumer. Instead of advertisers sending messages to consumers, it will be the consumers who will tell advertisers what information they need.

Forecasts and trends, Information management

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Finding the online fit in b-to-b sales process

Article Abstract:

The business-to-business sales process involves several steps. First, product awareness and comprehension are best developed by space advertising because of its lower cost-per-contact rates. In the preference stage, direct mail may prove effective, together with space ads. While space ads generate inquiries best, direct mail is also useful. Direct mail is more effective than space ads in producing sales. After the sale, trial and satisfaction stages follow.

Sales Management, Analysis, Marketing, Online services, Internet services, Column, Business-to-business advertising, Business to business advertising

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