Advertising In a Whole New Light

Written by Shannan Hearne-Fortner


Organizations for women everywhere now have a free resource for informational booklets to hand out to members and event attendees. These booklets can contain information about organizing, health, family, shopping, or child rearing.

ShoppingwithWomen.com supplies these booklets free of charge. The printing expenses are covered by advertisers who are all family friendly and of interest to moms and women. The booklets are then shipped, free of charge, torepparttar women's organizations and events that have requested them in groups of 100 or more. ShoppingWithWomen.com offers booklets for any type of event. They make a wonderful freebie to hand out and they are a great way to advertise to a very targeted group for pennies per impression.

Unlike most online advertising opportunities, ShoppingWithWomen.com booklets are hard copy hand outs that event attendees take away with them. This isnít one shot advertising. This is advertising that keeps on working for you untilrepparttar 100986 recipient finally disposes of their booklet. And that could be days, weeks or even months after receiving it because ShoppingWithWomen.com booklets arenít just ad books. They also contain articles and information. Booklets are even passed on fromrepparttar 100987 original recipient to their friends and family.

Internet Advertising - What Went Wrong?

Written by Sam Vaknin


The decline in Internet advertising - though paralleled by a similar trend in print advertising - had more serious and irreversible implications. Most content dot.coms were based on ad-driven revenue models. Online advertising was supposed to amortize start-up and operational costs and lead to profitability even as it subsidized free access to costly content.

A similar revenue model has been successfully propping up print periodicals for at least two centuries. But, as opposed to their online counterparts, print products have a few streams of income, not least among them paid subscriptions.

Moreover, print media kept their costs down in good times and bad. Dot.coms devoured their investors' money in a self-destructive and avaricious bacchanalia.

But why did online advertising collapse inrepparttar first place? Was it ineffective?

Advertising is a multi-faceted and psychologically complex phenomenon. It imparts information to potential consumers, users, suppliers, investors,repparttar 100985 community, or other stakeholders inrepparttar 100986 firm. It motivates each of these to do his bit: consumers to consume, investors to invest and so on.

But this is notrepparttar 100987 main function ofrepparttar 100988 advertising dollar. Modern economic signal theory has cast advertising in a new and surprising - though by no means counterintuitive - light.

According to this theory,repparttar 100989 role of advertising is to signal torepparttar 100990 marketplacerepparttar 100991 advertiser's resilience, longevity, wealth, clout, and dominance. By splurging money of advertising,repparttar 100992 advertiser actually informs us -repparttar 100993 "eyeballs" - that it is here to stay, sufficiently affluent to finance its ads, stable, reliable, and dominant.

"If firm X invested a million bucks in advertising - it must be worth more than a million bucks" - goesrepparttar 100994 signal. "If it invested so much money in promoting its products, it is not a fly-by-night". "If it can throw money at an ad campaign, it is stable and resilient".

This signal is missing in online advertising. It drowns in noise. The online noise to signal ratio was unacceptable to advertisers - so they stopped advertising. Whenrepparttar 100995 noise to signal ratio tops a certain level - ads cease to be effective. The readers or spectators become inured torepparttar 100996 messages - both explicit and implicit. They tune off.

The noise in online advertising stems from two sources.

A critical element inrepparttar 100997 signal is lost ifrepparttar 100998 ad is not paid for. Only paid advertising conveys information aboutrepparttar 100999 purported health and prospects ofrepparttar 101000 advertiser. Yet,repparttar 101001 Internet is flooded with free advertising: free classifieds, free banner ads, ad exchanges. The paid ads drown in this ocean of free ads. There is often no way of telling a paid ad from a free one - without readingrepparttar 101002 fine print.

Moreover, Internet users are a "captive audience". It is easy to flip ad-besieged channels on TV, or turnrepparttar 101003 ad-laden leaf of a newspaper. It is close to impossible to avoid an ad onrepparttar 101004 Net. Banner ads are an integral part ofrepparttar 101005 page. Pop-up ads pop up. Embedded ads are embedded. One needs to install special applications to avoidrepparttar 101006 harassment.

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