Interactive Advt

The Internet and the introduction of interactivity in general have changed the
landscape forever wherein a new business or an existing one had to use

traditional old fashioned ways to make their identity known in the market.
Customers have now come to include several generations of technology savvy
consumers. They feel entitled to have what they want, when they want it and
where ever they choose to have it. This trend will not reverse but instead all
consumers will eventually be highly interactive oriented. Thus the need arises
whereby a business has to market itself not only through the old fashioned ways
but make use of the growing technological progress seen throughout the globe.
Thus interactive advertising forms a vital part of the marketing process of a

business.
INTERACTIVE ADVERTISING:
Before moving to the topic of interactive advertising, let us understand the

meaning of the term “interactive”. Merriam-Webster defines it as anything that
is “mutually or reciprocally active; of, relating to, or being a two way electronic
communication system (as a telephone, cable television, or a computer) that
involves a user’s orders (as for information or merchandise) or responses (as to
a poll).”
Thus it can be assumed that interactive advertising would include the ability to
track the customer or potential lead in some manner that required a response or
required them to click through and arrive at your site, your information, or your
product. Interactive advertising uses online or offline interactive media to
communicate with consumers and to promote products, brands, services, and
public service announcements, corporate or political groups.
In the Journal of Interactive Advertising , the editors Li and Leckenby (2000)

defined Interactive Advertising as the "paid and unpaid presentation and
promotion of products, services and ideas by an identified sponsor through
mediated means involving mutual action between consumers and producers."
This is most commonly performed through the Internet as a medium.
Elements Of Interactive Advertising:
There are many different facets to Interactive Advertising, including varying methods and types. Using
many different types of cognitive tools and advert presentations, organizations can enhance the
impact of their campaigns with this type of advertising. According to Thorson (1996), all
advertisements can be classified into one of five basic categories, including: product/service, public
service announcement, issue, corporate and political. Advert types also interact with the user's
motives to influence outcomes, or consumer responses, reinforcing the need for Interactive
Advertising as a means of persuading potential consumers and target audiences.
Using the Internet as the main medium for Interactive Advertising to study the methods, types and
outcomes, we can then sound out the different user or advertiser controlled aspects.
Thus , some of the methods of online interactive advertising or internet
advertising are:
Web Banner/ Banner Ads:

A web banner or banner ad is a form of advertising on the World Wide Web. This form of online
advertising entails embedding an advertisement into a web page. It is intended to attract traffic to
a website by linking to the website of the advertiser. The advertisement is constructed from an image
(GIF, JPEG,PNG), JavaScript program or multimedia object employing technologies such
as Java, Shockwave or Flash, often employing animation, sound, or video to maximize presence.
Images are usually in a high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence
the reference to banners. These images are usually placed on web pages that have interesting
content, such as a newspaper article or an opinion piece. Affiliates earn money usually on a CPC
(cost per click) basis, for every unique user click on the ad, the affiliate earns money. Web banners
function the same way as traditional advertisements are intended to function: notifying consumers of
the product or service and presenting reasons why the consumer should choose the product in
question, although web banners differ in that the results for advertisement campaigns may be
monitored real-time and may be targeted to the viewer's interests.
Many web surfers regard these advertisements as highly annoying because they distract from
a web page's actual content or waste bandwidth. (Of course, the purpose of the banner ad is to attract
attention and many advertisers try to get attention to the advert by making them annoying. Without
attracting attention it would provide no revenue for the advertiser or for the content provider.) Newer
web browsers often include options to disable pop-ups or block images from selected websites.

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The Internet and the introduction of interactivity in general have changed the

landscape forever wherein a new business or an existing one had to use

Thus interactive advertising forms a vital part of the marketing process of a

Before moving to the topic of interactive advertising, let us understand the

In the Journal of Interactive Advertising , the editors Li and Leckenby (2000)

Elements Of Interactive Advertising:

Web Banner/ Banner Ads:

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