Introduction: 

Simply put, online advertising is advertising on the Internet. Online advertising encompasses advertisements on search engine results pages, advertisements placed in e-mails, and other ways in which advertisers use the Internet.And in pune reputable institutions offer pay after placements courses in pune 

▪ Whether online or off, the main objective of advertising is to increase sales. Advertising also aims to increase brand awareness. Advertising is based on the simple economics of supply and demand. Advertisers aim to stimulate a consumer need and then satisfy that need.

▪ One of the greatest benefits of online display advertising is that the messages are not

restricted by geography or time.

▪ Online advertisements are also much more interactive than offline advertising. While

both online and offline advertising can be disruptive, interactive online advertising can

be designed to be perceived as less so.

▪ Online display advertising began as simple hyperlinked images shown on a Web site and has since progressed to include video, sound, and many other modern technologies. Today, messages and interactions can be contained within the advertising display without ever taking consumers to a landing page.

▪ Although the Internet provides new scope for creative approaches to advertising, we see its true advantage when we realize how trackable, and therefore measurable, Internet advertising is. Or, to take it from Eric Schmidt, CEO of Google, “The Internet will

transform advertising because of its trackability, not its beauty.” 

History -

  Online advertising rapidly followed the developing Internet. And, as consumers are increasingly spending more time online, and hours spent on the Internet start to eclipse hours spent watching television, the medium becomes increasingly important to any advertiser. According to Wikipedia, the first clickable banner advertisement was sold to a law firm in 1993 by Global Network Navigator. HotWired, an early Web magazine, was the first to sell advertising space in large quantities to a number of advertisers. One of the very first advertisers was AT&T (a U.S. telecom company), which went online in October 1994.

 This was part of a campaign that AT&T was running to promote the Internet to consumers, and included television and outdoor advertising. Believe it or not, but this was cutting edge back in  1994! As Web technology has developed, so has the technology that is used to create and serve advertising online.

Definition of Online Advertising:

Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Online advertising is geared toward defining markets through unique and useful applications. Since the early 1990s there has been an exponential increase in the growth of online advertising, which has evolved into a standard for small and large organizations. Online advertising is also known as Internet advertising.

A major advantage of online advertising is the quick promotion of product information without geographical boundary limits. A major challenge is the evolving field of interactive advertising, which poses new challenges for online advertisers.

and reputable institutions offer pay after placements courses in pune ,Online advertisements are purchased through one of the following common vehicles:

• Cost per Thousand (CPM): Advertisers pay when their messages are exposed to

specific audiences.

• Cost per Click (CPC): Advertisers pay every time a user clicks on their ads.

• Cost per Action (CPA): Advertisers only pay when a specific action (generally a

purchase) is performed.

Examples of online advertising include banner ads, search engine results pages, social

networking ads, email spam, online classified ads, pop-ups, contextual ads and spyware.

Objectives of Advertising:

Understand when best to use online advertising. Advertising, whether online or offline, has a number of objectives:

1. Building Brand Awareness: Making people aware of a brand or product is an important long-term goal for any marketer. Once customers know about the brand, the marketer has taken the first step toward gaining the customer’s trust and patronage. The better known a brand is, the more business they can do. And the ultimate goal is to do more business and sell more of the product. Online, creative advertising or banner advertising is largely visual, making it an ideal channel for promoting brand collateral.

2. Creating Consumer Demand Consumers can’t want what they don’t know about.

Advertising needs to convince consumers about what they should want and why they

should want it. Modern online advertising provides a great way to communicate the USPs (unique selling points) of a product, thereby helping stimulate demand.

3. Satisfying Consumer Demand: Once the consumer is aware of and desires a product, they need to find out how to satisfy that desire. If brand building has been effective, they will know that a particular brand exists. At this point, it is important for the marketer to show the consumer how their particular brand or product will best meet that 

need.

4. Driving Response and Sales: All forms of online marketing need to drive traffic and

sales in the long term. However, the immediacy of online advertising also drives traffic 

and sales in the short and medium terms. Unlike traditional media advertising, online

advertising can turn the potential customer into an actual customer right there and then.

What’s more, it is possible to measure accurately how effectively the online advertising

campaign does this.

5. The Key Differentiator: Online advertising is able to drive instant sales and

conversions. Unlike offline advertising mediums, the consumer can go from

advertisement to merchant in one easy click.This is where pay-after-placement courses in Pune come into play, Because of the connected nature of the

Internet, online activities are highly trackable and measurable, which makes it possible to target advertisements and to accurately track and gauge the effectiveness of the

advertising. Each display advertisement can be tracked for success.

6. Introducing a New Product to the Market: Online advertising is an important strategy when a new product or brand is launched, however this should often be after the launch of an online public relations campaign which includes press releases, blogs, news sites and other tactics to gain wide media coverage. Advertising before the launch of an online PR is not advisable because it loses its newsworthiness and media outlets are unlikely to accept it. Some online channels to use to announce your new product are display ads on networks like the Google Display Network (GDN), Search advertising, organic search, email marketing and others.