2. Overview
1. General steps for an advertising campaign
2. The internet and its affects
3. Pros and Cons
4. Examples
5. Conclusion
3. Advertising and the change
Identify and
analyse
advertising
target
Evaluate
advertising
effectiveness
Define
advertising
objective
Execute
campaign
Create
advertising
platform
Create
advertising
message
Determine
advertising
budget
Develop media
plan
(Kotler, 2006)
4. Pros
Cheaper than offline
Faster (less time for
implementation), technology
allows for further innovations
Communication between
users, easy for customers to
participate
Real time reporting
(Carmody, 2001, p49)
Example
Full page colour (19500€) for Irish
Independent 34.2 CPT€
(www.medialive.ie)
Leaderboard 728x90 on independ
ent.ie 15 CPM€
(www.idworks.ie)
Using social media
•Comments
•Likes
•Tweets
•Reblogs
•Etc.
5. Cons
Smaller than offline
76.8% of Irish population
were internet users in 2012
(www.newmediatrendwatch.
com)
Applications stopping
advertising
(Adblocker and others, spam)
Less reach
Risk of technology failures
(Carmody, 2001, p49)
6. World of Potential Campaign
• Hungarian campaign initiated by Ministry of
Foreign Affairs
• Inform
• Tourism
• Use of social media and internet
(Facebook, official website and Youtube)
7. 'Life moves pretty fast; if you
don't stop and look around once
in awhile, you might miss it'
Ferris Bueller
8. References
Bueller, F. cited by Toby Daniels (2012) Future of Now. [Accessed on 02nd November
2013)
http://new.livestream.com/accounts/4964592/events/2407617/videos/30933109/play
er?autoPlay=false&height=360&mute=false&width=640
Carmody, B. (2001) Online Promotions- Winnings Strategies and Tactics. Canada:
John Wiley & Sons, Inc.
Emerald (2012) "New media needs new marketing: Social networking challenges
traditional methods", Strategic Direction, Vol. 28 Issue: 6, pp.24 – 27
Independent.ie Online Advertisements rates (2013) [Accessed on 4th November 2013]
http://www.idworks.ie/advertising-rates
Internet Users in Ireland (2012) [accessed on 4th November 2013]
http://www.newmediatrendwatch.com/markets-by-country/10-europe/69-ireland
Irish Independent Rate Card (2013) [Accessed on 4th November 2013]
http://www.medialive2.com/press/national-press/irish-independent.html
Kotler cited by McIntyre, B. (2013) Introduction to Advertising. Dun Laoghaire, IADT.
Wright, R. (2000) Advertising. Essex: Pearson Education Limited.
