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brand recall, and the price and features that these rival brands offer the consumer. Advertising aims to create and strengthen key brand perceptions about the advertiser's products over a period of time so that when the consumer is ready to purchase, the brand is among those that are short-listed for the final consideration.

The final test of any advertising is how much sales it has generated. Very few Indian companies do systematic research into the efficacy of their advertising - including press and TV advertising. Most are happy with impressions like “their sales picked up after they started their advertising.” If they have done a campaign across various media and also used point-of-sale promotions, they are not sure which of these investments paid off best. So, when they think of the effectiveness of online advertising, consider this. Online (or offline) advertising should generate additional sales (or maintain Advertisers have also become more aggressive and innovative in their online campaigns as users realize they can only get free information if it is subsidized by advertising. They now find - pop ups, flash animations, interactive banners, ‘superstitious' (TV-style ads that pop up and play 20 second animation or video) and larger-format ads that they cannot miss. This, in turn, has made previously reluctant advertising agencies more willing to support online advertising. 

That's because they can charge more for the new-style ads than they could for static banners. In the US, for example, the average banner ad costs less than $10,000 to create, compared with $340,000 for the average TV spot. The higher cost of the latest media banners makes them more viable for ad agencies to get involved. There is another trend that is contributing to the growing acceptability of online advertising. Advertisers have realised that online ad campaigns cannot remain static, and must refine, refresh and change their ads frequently in order to retain visitor interest. This too means better volumes for ad agencies.

2.12 Principles of Space Advertising through media:

In advertising the term media refers to communication vehicles such as newspapers, magazines, radio, television, billboards, direct mail, and the Internet. Advertisers' use media to convey commercial messages to their target audiences, and the media depend to different degrees on advertising revenues to cover the cost of their operations. In 2001, U.S. advertising expenditure in media was estimated at $233.7 billon, of which television accounted for 22.5 percent, direct mail 19.8 percent, newspapers 19.3 percent, radio 7.7 percent, yellow pages 5.8 percent, magazines 4.7 percent and the Internet 1.8 percent, with other media accounting for the remainder.

The media are usually classified into either mass or niche media. Newspapers, magazines, television and radio are considered mass media because they deliver messages to a widespread, anonymous audience. There were 1,483 daily U.S. newspapers in 2000, with total circulation of 47.2 million on weekdays and 59.9 million on Sundays. In September 2001, the five largest U.S. newspapers were USA Today, The Wall Street Journal, The New York Times, the Los Angeles Times, and The Washington Post. There were 3,188 consumer and farm magazines, with paid circulation of 399 million. In 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。