Internet advertising strategy to induce involvements of customers

- focus on WWW banner advertising -

Lee, Mi Ryung(Major in Advertising Design The Graduate School of Design Ewha Womans University)

There are many kinds of Internet advertising, and this thesis is about the Web advertising. Especially focused on the strategy of Web advertising which enables more interactive communications with consumers.

Internet is a new media with many different pros and cons from those of mass media. The pros of the Internet follows which makes the Internet overcome the limitations of previous mass media. First, the bi-directional communication is possible. The immediate feedback is a consequence of it. Second, there's no limitation on time-space and quantity of the information. Global advertising and advertising which delivers practical information became possible through Internet. Third, the advertisement can be delivered to the target audience. This can reduce the cost.

These Internet advertisement mainly performed on Web pages and the banner advertisement is the main stream. The purpose of the banner is to attract possible customers to visit the Web site of the client, but the actual rate of visiting is under 2%. This shows that the advertisement fails to deliver the content to customers. Moreover the customer doesn't stay on the Web site for the time enough to communicate with.

Only the precedence of the strategy which conforms to the purpose of the advertising can solve these problems. The advertising with banners on a Web page should induce customers to revisit continually by means of rising interest and involvement from the customers. For the more the advertising should deliver the contents needed by customers through the analysis on each customer.

The designing banners to let customers recognize the brand image is important. One thing more, the designing, which connects customers with the Web site of client of the advertising, is also important. This needs some techniques, which attract the attention of customers and draw out the interaction with customers.

The presented strategy is to deliver more concrete information. To accomplish this strategy the following methods are presented. The inclusion of a search feature. Usage of popup window. Frame handing of an advertisement areas. With these methods customers could retrieve the proper information without entering client's Web site and the client could enhance the exposure of the advertisement effectively. Also there are cons to these methods. The search feature takes somewhat complicated procedures for the Web sites where the banner is displayed. The popup window and frame could invoke the inconvenience to clients. Therefore the research on the development of banner which functions as a small Web site and which invokes no inconvenience to clients should be followed.