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Essay / Research Paper Abstract
An 8 page overview of the world transition toward Internet-based advertising. This paper emphasizes the low cost and tremendous effectiveness of the media in capitalizing on the public’s growing tendency to turn to the Internet to research their buying interests. The author emphasizes as well, however, that despite the technological distinction of the Internet, many of the same marketing ploys are necessitated in this new medium as were necessitated by more traditional advertising campaigns. Bibliography lists 7 sources.
Page Count:
8 pages (~225 words per page)
File: AM2_PPwebAdv.rtf
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Unformatted sample text from the term paper:
The advent of the Internet has opened up a myriad of opportunities for advertising. Indeed, the Internet is one of many technologies which have had a
massive effect on the global economy. With the use of the Internet small businesses are able to obtain the same worldwide exposure as are large businesses. Instead of
being confined to small geographic areas a business with a little creativity and twenty or thirty dollars a month can create a page on the world wide web which has
the potential to compete side by side with advertising efforts by multi-million dollar corporations. One of the most important advantages offered by Internet-based advertising campaigns in fact is the
leveled playing field which the electronic medium offers as opposed to more traditional advertising pursuits which can be cost-prohibitive for the small business. The second most important advantage offered
by Internet-based advertising is the ability of the medium to provide information on demand to customers who more and more frequently are turning to the Internet to research their buying
options. The goal of any advertising campaign, of course, is to determine how to promote a product to capture the most
return on the advertising dollar. In "Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business" author Jay Levinson (1998, 4) emphasizes that even with the advent of
new technological innovations such as the Internet: "the soul of guerrilla marketing remains unchanged.
It is updated and amplified, to be sure, but its principles stand up. In our ever-evolving world of marketing, in real space and cyberspace, the guerrilla survives by adapting
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