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Introduction
Promotion, as one of the 4Ps (Product, Price, Place, Promotion) of marketing, plays major roles in this Internet era. It is used to inform the customer about the marketer’s products. It is important, because the customers need to know about the product before they decide to buy. The Internet facilitates this communication by providing advertising spaces through many channels in the Internet, such as web page, email, blog, and community sharing.
Open a web page, and you will find many ads there. For example, Detik (www.detik.com), you will find ads of many kind of product: glasses, banks, Internet providers, television, cable TV, and even business consultants. Open Yahoo (www.yahoo.com), and you will find ads for discounted products. More examples you will find when browsing the Internet, even though they are not as many as in the Internet bubble era in late 90s.
For marketers, advertisements are necessary, but for customers, it may increase the customer cost to consume the product. When we want to get information from news web like Detik, we also have to watch their advertising. Yes, somebody may say that without advertising, Detik cannot be seen freely in the web. But the fact is that we want to get the news, not the advertisement. This condition raises a problem, how marketers can still gather money while maintaining the customer’s values fulfilled.
To cope with this problem, Internet marketer may reduce the intensity and volume of the Internet advertising physically to reduce the Internet barriers for users/customers, but simultaneously invented new ways of selling product that will cost customers less.
History of Internet Advertising
Internet has become the phenomenon in the ...