Why is online advertising better than print?
• It is immediate – customers want a discount and are looking for coupons. • It is cheaper – print advertising is very costly, whether you use the newspaper or coupon magazines. • It is more responsive to demand – Only online can you change your message to reflect demand as often as you need to, to drive traffic. Why Marketers Use Online Media: • A vehicle to reach a mass audience • Costs have plummeted • The impact of sight, sound, and motion has arrived and continues to improve • It has proven to be an effective direct response medium • Research is building a strong case for using it to support brand-building efforts • New targeting technology enables you to reach those “hard to reach” targets • The Internet is living up to its promise as the most measurable medium GROWTH OF AUDIENCE • Internet audience size in the US has grown 16% over the past 12 months • 58% of US households had access to the ‘net in their homes in July 2001 • US surfers are spending more time online with an avera
