Abstract The paper defines the onlineadvertising marketplace size, growth and market dynamics, including the differences in approaches to presenting advertising messaging. The paper discusses the growth of onlineadvertising and its implications for the corresponding growth of onlinevideoadvertising. The paper illustrates this groundswell of interest in onlinevideo sites by looking at Google's acquisition of YouTube.com, News Corporation's acquisition of MySpace and Yahoo's continued efforts to bring video content into the mainstream of its users. Finally, the paper provides an analysis of how animation is becoming more mainstream as a result of onlinevideo sharing.
Outline:
Executive Summary
OnlineAdvertising Marketplace Forecast
Factors Driving OnlineAdvertising Growth
OnlineVideoAdvertising Animation as a Medium
From the Paper "Many analysts have contended that when the growth rate for online advertising begins to outpace traditional advertising, the dominance of online advertising will become clear. This milestone first happened during 2005 when full-year U.S. Internet advertising accounted for 7% of spending while the total advertising market grew by only 3%. According to many investment analysts contend that 14% or more of total advertising spending by 2010 will be from online advertising, and within the total set of digital marketing spending, search advertising will be the largest growth area."
Abstract This paper examines the state of the art of online audio and videoadvertisements. The author points out who uses these ads. The paper outlines three hypotheses of what might happen with this type of advertising in the near future and suggests methodology for researching these hypotheses.
From the Paper " Video advertising is rapidly replacing pop-up ads on the internet as the way to reach potential buyers. The technology produces television-quality video and audio without the technical problems usually associated with streaming media across the internet. The video commercial online format delivers full-screen broadcast-quality video over the internet in the form of .... megabyte .... second video spots from companies and advertisers such as Pepsi, McDonald's, A.T.& T and Honda The full-screen advertisements use a patented pre-cached delivery method whereby the ad is prepared during idle user ..."
Abstract This paper explains that the video game industry is the fastest growing entertainment industry and second only to music in profitability, but there is concern regarding the link between violent video games and a number of negative behaviors in children and adolescents who play them. The author lists the goals of this research project, which are (1) to study the violence level of adolescents who regularly play on-line video games, (2) to examine the relationship between violent on-line game exposure and violence level of adolescents, and (3) to recommend ways to reduce the effect of violent onlinevideo games on adolescents. The paper reports that this research will use a confidential email questionnaire drawn from a sample population of participants from online game centers in Hong Kong, soliciting their video game usage and opinions about how it affects them. Illustration and graph.
Table of Contents
Introduction
Statement of the Problem
Aims of the Research
Hypotheses
Literature Review
Myths and Facts
The Online Gaming Industry
The Atmosphere of an Online Gaming Center
Effects of Violent Online Games
Risk and Protective Factors for Youth Violence
Theoretical Perspectives
Methodology
Ethics
Participants
Design and Materials
Procedure
Survey Instrument
Sample and Implementation
Analysis
Positives
Negatives
Summary of Findings
Observational Studies
Self-Report Studies
Experimental Studies
Other Studies
Conclusion
From the Paper "Two features of video games have generated a renewal of interest by researchers, public policy makers, and the general public. First, the active role required by video games is seen as both beneficial and negative. It helps educational video games serve as invaluable teaching tools for motivational and learning process reasons. However, it also may make violent video games more hazardous than violent television shows or movies. In addition, the arrival of a new generation of violent video games resulted in large numbers of children and youths actively participating in entertainment violence that went way beyond what is available on television or in movies. Recent video games reward players for murdering citizens, police, and prostitutes, using guns, knives, flame throwers, swords, baseball bats, cars, and martial arts. Some include movie clips of strippers and drug deals. In some games, the player plays the hero, while in others he is the criminal."
This paper explains that videoadvertising, which can be both entertaining and irritating, is the medium society loves to hate because, unlike print advertising, it is more difficult to tune out.
Abstract This paper explains that, although people can make a case that advertising goes too far, by using sexual innuendo that is too graphic or targeting children who have not yet developed the ability to evaluate claims of the advertisement, the United States Constitution provides everyone in this country, including advertisers, a number of protections from regulatory abuse such as freedom of speech. The author points out that one of the most common criticisms is that advertising tries to sell us things we neither need nor want; however, in a capitalistic society, companies are allowed to encourage consumers to buy their products. This paper concludes that the videoadvertising is an important part of the U.S. economic system; the problems of this advertising can be managed.
From the Paper "Perhaps one of the weakest criticisms of advertising is that it is intrusive. Probably every person could cite a commercial he or she found annoying and intrusive, and that is the test for the limits of free speech: one person's free speech cannot violate another person's right to not be harmed by that free speech. An example of this would be hate crimes. If someone's inflammatory speeches cause someone else to commit a hate crime, then the person's speech has gone too far, because it has led to harm. The issue isn't nearly as clear in advertising."
Abstract Research proposal for comparative study of traditional and online marketing. Defines marketing, its activities and strategies. New marketing venues that are available due to the World Wide Web. Paper addresses two research objectives. One centers on companies engaged in B2C marketing and online marketing strategies to reach new audiences. The second explores the question of whether elements that lead to successful online marketing are different than elements associated with successful traditional marketing.
From the Paper Research Proposal An Investigation of the Strategies and Trends in Online vs Traditional Marketing Introduction and Objectives of the Study Marketing encompasses a broad array of activities and strategies that deal with pricing selling and distributing a p
Abstract This paper analyzes the differences found between online journals or magazines and hard copy examples. The paper explores the similarities and differences between two magazine publications - "Hyper" (an Australian video gaming print magazine) and the "Imagine Games Network" (IGN.COM, an American video gaming online magazine). The paper concludes that both styles of magazine have their strengths and weaknesses - both are popular and both are profitable.
From the Paper "As of the September issue 2003, Hyper has been in monthly print for exactly a decade in Australia. This makes it the longest running video gaming magazine in the country - obviously due to its success. Hyper's publisher Next Media publishing sells approximately two million magazines a month and is ranked in the top ten of Australia's media publishers (Fish: 2003, Hyper Issue 112 pg6). Looking through the various articles, pictures and even advertisements in the magazine one can gather that it is targeted at a predominantly male readership. Subtle sexual innuendos aimed at teenage boys are scattered throughout each issue. The wording of each article is written in a casual fashion and never talks down to the reader. The magazine never takes itself too seriously either, perhaps in a knowing attempt to allow their readership to escape their hectic lives for a while (much like videogames do). An example of this can be found in Issue 97, which shows a preview for a game by the name of 'Conker's Bad Fur Day'. A picture showcasing the visuals of the game depicts a squirrel character standing over a female dinosaur character with a giant bone in his hand. The caption states: 'oooh, looks like she's about to get boned dude!' (Shea: 2003, Hyper Issue 97 pg68). Although it is clear the screenshot itself is not intended sexually, the journalists of the magazine know their audience and are fully willing to use some sexual humour to spark up some interest."
Abstract This paper describes current trends in onlineadvertising and assesses their overall effectiveness. It looks at the development of first banner ads and recent developments such as floating ads, superstitials, interstitials, centered rectangular ads, pop-under ads, skyscrapers, super-sized banners, surround sessions and text ads. The paper looks at the effect of broadband adoption and discusses the key to successful Web advertising.
Abstract This paper gives a review of Photoshop online tutorials, including the characteristics necessary for the learner's successful completion of the course. Several online Photoshop tutorials are evaluated. It concludes that persistence and plenty of patience are the general requirements for the learner to complete an online Photoshop tutorial.
From the Paper "Photoshop can be used to change or 'alter' images like photos, artwork, or others of the same kind, can be used to change the mode of image compression, and can also help a designer to create an image right from scratch. (Sol; Tachibana, 1998b) Adobe Photoshop has 'video tutorials' sold for a price online, which cover Version CS2. The videos can be played on either a PC or on a Mac, and detail easy to follow methods of instruction, and are in general meant for either the beginner, or the intermediate learner. The advertisement purports that the training videos are so cost effective that the learner would be able to master a full and complete application of the program, for a mere fraction of the cost that he would incur if he were to enroll in a real classroom. Furthermore, according to the advertisement, accelerated learning, as well as high retention levels would be the results and benefits of purchasing the online Photoshop tutorial. (Adobe Photoshop Video Tutorials online Training Courses) "
Abstract This paper explains that the 350% increase of online versions of newspapers in the last five years was assisted by the development of speedier broadband. The author, through several consumer research reports, points out that generally online readers are younger, more upscale, better educated, "heavy" users of the Internet, and make more online purchases. The paper reports that, whereas the bulk of the online users may state that there has been no alteration in their conventional media habits, the reality is that a significant proportion of individuals have changed their reading habits and, within a comparatively limited time frame, have taken up novel methods of receiving the news.
From the Paper "The newspaper online sites are amongst the most talked about and accepted locally oriented destination on the web, as per a report from NFO Ad:Impact, of Greenwich, Conn. A comparative study found that 66 percent of online users were informed of online newspaper Web sites, while 34 percent were interested in local useful city guide sites. The newspaper sites are visited by many people: on an average 48 percent of people saw the local newspaper site and 16 percent saw the local city guide. An anticipated total population viewpoint for the markets review was done by NFO Ad: Impact and it projected that almost 5 million online users visited the newspaper sites during 30 day period of study and it turned out to be twice the quantity of the combined traffic on the local city sites."
Tags: broadband, advertising, print, change, local
This paper discusses the practice of newspapers and magazines publishing their full content online for free, which is a theory of business that is not clearly understood.
Abstract This paper relates that the practice of not charging for reading the newspaper online may be changing, as seen with companies such as AOL, "El Pais" , which is the most popular newspaper in Spain, and "The Economist", which keeps almost half of the magazine to be read only through subscription. The author points out that online newspapers can publish their content internally and send it to all corners of the globe at a low cost. The paper reports that readers of online newspapers were twice as likely to be postgraduates than the general population and 59 percent were college graduates, indicating that they are likely to be an influential group in the social arena, have strong purchasing power, and are likely to be politically involved.
From the Paper "Earlier the process of gathering of news, reporting and circulations were left as a centralized process in the hands of selected people. They were professional journalists and they worked together in the institutions catering to providing news across different countries. Today because of Internet and the ability of this medium to interact with public, the general user of the net has also developed the capacity of producing news instead of consuming it only as they were doing earlier. An interesting question has now come up regarding the authority, objectivity and the values that were earlier associated with journalism. This is because the functions of reporting, editing, verifying and distribution of news is no longer being left in the hands of the newsroom in the newspapers of the country alone. There are a large number of people outside who can take it up."
Abstract This paper discusses the tangible and intangible methods of communication in advertising and uses a case study of a small Greek business to illustrate effective advertising strategies.The paper describes the different tools and method available for advertising, the approach to advertising that small businesses should use, and makes recommendations for the small business described in the case study.
From the Paper "Advertising strategies differ significantly. This is based on the industry and the product being sold. In addition, the target market and the financial constraints experienced by the company wishing to advertise also will determine the medium and the intensity of advertisement that can be undertaken. Companies should also understand the culture and ethics of the region in which they are advertising and the nature of the product (essentials, luxury goods or status goods) that the market can support. In the book "Effective Advertising," the author Gerard J. Tellis is of the opinion that advertising is "a complex task" as it has to address the attention span of the market being targeted and nature of processing of the advertised information done by the average individual. (Tellis, 2004) To further complicate matters, potential customers should also have the ability to recall the advantages and benefits of the product when they are in the market to purchase this product."
Abstract This paper discusses two major modifications that the business sector has been marked by, both resulting from different approaches to corporate resources and the outside environment. It specifically analyzes offline and online marketing procedures. The paper discusses the strategies that each marketing procedure must implement and their importance in today's world.
Table of Contents:
Abstract
Marketing Management
Online Marketing
Congruence of Online and Offline Marketing
From the Paper "A specific particularity of online and offline marketing strategies is their one-way dependency. In this order of ideas, the online marketing is dependent and cannot be implemented without offline marketing. On the other hand however, offline marketing can easily be implemented without the support of online marketing. This is generally due to the traditional and largely established characteristics of offline marketing. To better explain, offline marketing revolves around market studies of numerous elements and sits at the basis of the decision making process. The traditional collection and processing of information requires no assistance from the internet. The online marketing is on the other hand directly linked to the offline marketing as it basically does the same things, only via the internet. For instance, it advertises products and services based on the same principles as offline marketing; but does this online. Then, it promotes and sells the product and also offers customer service, just like traditional marketing; but it again does this online."
Abstract The paper discusses the Interactive Advertising Bureau. The paper explains that it is the only association dedicated to helping onlineadvertising, interactive broadcasting, email, wireless and interactive television media companies increase their revenues. The paper covers ethics, trends, measurements of productivity and growth of on line or interactive advertising.
From the Paper "Since the beginning of online advertising, questions have been raised concerning its effectiveness, driven by concerns over return on investment. These questions challenge online advertising's role within a communication strategy and its use in campaigns intended to strengthen brand awareness. The mission of the Interactive Advertising Bureau IAB is to support the development of the interactive commercial markets. The primary goal of the IAB is to increase use of the Internet as an advertising vehicle."
Tags: Internet, Interactive advertising, the IAB, spam. ad growth, growth rate projections, meansurements of effectiveness, code of conduct
Abstract This paper looks at the need for advertising in order to increase sales and create branding awareness for the product and company. The paper points out that, in today's world, Internet advertising plays a major role and is a major cost to a business. The paper then looks at each of the major consumer markets, namely, U.S.A., Germany, Japan, Spain, Italy, and the United Kingdom and how each country is spending its advertising dollars.
From the Paper "The term "media" in general refers to the communication vehicles used to take the messages to the people and these consist of newspapers, magazines, radio, television, billboards, direct mail, and the Internet. The commercial messages to the target audience is carried by the media for the advertisers, and on the other side, the media depend on the advertising revenues to cover the cost of their operations. The estimated advertising expenditure in media was shown already at around $141 billion in 2001, and it is estimated that of this expenditure television accounted for 22.5 percent, direct mail 19.8 percent, newspapers 19.3 percent, radio 7.7 percent, yellow pages 5.8 percent, magazines 4.7 percent and the Internet 1.8 percent, with other media accounting for the remainder. Among the media, there is a classification into mass media and niche media according to the advertising experts. The media of television, newspapers, magazines and radio are called mass media as they carry the messages to a widespread and anonymous audience."
Abstract The writer argues that even the most violent video games have educational aspects in specific instances, such as regarding the military, and it is only children who do not understand the line between the fictional video game world and the real world who may take their violent video game skills into life. The writer contends that this is not the fault of the video game or the video game manufacturer, but it should be the parents' responsibility to monitor activity. The writer also argues against the belief that violence becomes a conditioned characteristic and suggests that the violent outlet these games provide actually cause a decrease in real life crime. The writer then highlights the problems in studying and generalizing conclusions about violence in video games. The writer therefore concludes that one cannot assume violence in video games will lead to an increased violent behavior among children or adults who play these games.
From the Paper "Since video games first appeared on the market, parents and experts have been questioning how they will affect children in long run. More specifically, most wonder if the violence found in video games will translate to violence in real life. A number of studies have been done, supporting theories on both sides of this argument. However, when presented with the facts, one can see that video games clearly do have a bearing on violence in real life among children and even adult users."
Tags: crime, conditioning, Bobo, video, culture, entertainment
