As part of this Mass Communication blog I try from time to time point out interesting articles that can help enhance my readers’ understanding of the field. Advertising falls squarely under the heading of mass communication and online advertising is such a fun grey area to study.
As a corollary to one the hideously long papers I wrote for this past semester I wrote a very short version or overview of the very basic points of my paper on The Effectiveness of Online Advertising for our company’s blog. Here is a short exerpt:
Online advertising. You just got a bit scared didn’t you? Well don’t. Many times companies big and small begin to get sweaty palms when their agency suggests including an online component in their mixed media campaign. There has been myriad research into the effectiveness of online advertising and just how to track that effectiveness. While the jury may still be out among the self styled ‘gurus’ of the web, one can turn to well respected journals and research and begin to form a clearer picture of the landscape of the digital world.
You can read the rest of the post on effective online advertising here. I have tons of info on this area, if you are interested drop me an email and I’ll point you in the right direction. (Email on the About page).