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Advertising on the Internet by Matt Christoph

Advertising on the Internet by Matt Christoph

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Published by Matt Christoph
Term paper from Journalism 364 - Mass Media:
Compares online advertising with traditional media advertising, and defines the three most common channels for the placement of advertising content on the internet.
Term paper from Journalism 364 - Mass Media:
Compares online advertising with traditional media advertising, and defines the three most common channels for the placement of advertising content on the internet.

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Published by: Matt Christoph on Dec 16, 2011
Copyright:Attribution Non-commercial


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 Advertising on the Internet
Matt ChristophFebruary 22, 2011
It is undeniable that the creation and ongoing development of the internet and digitalcommunication technologies over the past few decades has changed many aspects of the massmedia landscape. This is especially true of advertising content, which is featured prominently inmost forms of mass media, and plays a significant role in financing the operations of mediaoutlets
(Belch & Belch, 2009). Advertising can be defined as “any paid form of non
-personalcommunication about an organization, product, service, or idea by an identified sponsor (Belch
& Belch, 2009, p. 18).” At present, advertising on the internet remains somewhat limited in
terms of reach and audience size when compared to traditional media like print or television,and is especially limited when attempting to reach certain demographics (Belch & Belch, 2009).Still, online advertising efforts have grown dramatically in recent years and are likely tocontinue growing well into the foreseeable future as digital communication technologiescontinue to develop, giving advertisers new and improved ways of not only reaching theirtarget demographics, but also researching, tracking, and interacting with their audiences. Themost common locations for the placement of online advertising include search engines,websites, and social media.The majority of online advertising takes place on search engines. In fact, search engineads account for over forty percent of all internet advertisement spending (Belch & Belch, 2009).Search engines are websites which allow users to seek out text-based or multimedia content bysearching for certain words or phrases. These sites receive an enormous amount of user traffic.For example, in October of 2009, over fourteen billion searches were conducted by users in theUnited States alone (Stokes, 2010). Google is the best known and most widely used searchengine, with over sixty-five percent of all web searches world-wide originating from their site.
Other popular search engines include Yahoo, Altavista, and Bing, which was introduced byMicrosoft in 2009 (Stokes, 2010).When a search engine site is used to conduct an online search, the results returned fallinto one of two categories. The first category, known as organic results, is not paidadvertisements, but consists of online content which was found to be most relevant to thesearch term that was used. Organic results typically appear on the left and take up the mainbody of the results page. The other category of results is paid search results, which are in factadvertisements that the search engine displays when certain associated keywords have beensearched for. The paid results are typically displayed towards the top of the right-hand side of the results page. Advertisers bid on the keywords which they would like their ads to be linkedto, and on how close to the top of the list their ad will appear. Search engines typically are paidat whatever rate the advertiser bids whenever that ad is clicked on (Stokes, 2010). Since paidads are required to be separate and clearly differentiated from the organic results, complaintsand legal disputes have arisen in the past due to search engine sites which were not identifyingpaid advertisements as such, or were displaying paid search results within lists of organicresults (Powell & Ralls).Private or commercial websites are also common locations for the placement of onlineadvertising. The proliferation of computers and internet technology has enabled almost anyoneto create their own website. Many private individuals create websites for their own personaluse or for sharing their experiences, opinions, or various types of multimedia content. Somesites are developed by private individuals in order to give access to information, perform some

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