Advantages And Disadvantages Of The Internet

As the advertisers male more use of consumer generated commercials to be placed on Internet, social networks have certainly had a major impact on the media landscape and the way that marketers communicate wit their existing and potential customers. In this information age, Internet becomes an important and maturity role of advertisement market. People can usually watch the commercials are placed on YouTube and similar sites. It is a useful strategy, and there are number of advantages of this strategy can be cited, like target marketing, message tailoring, interactive capabilities and information access. A major advantage of the Web is the ability to target very specific groups of individuals with a minimum of waste coverage (Belch, 2012, p512). For example of YouTube home page, there are varieties of categories. These categories become several target segments. Advertisers placed commercials depend on what their consumers interested in. Therefore, advertisers decline the waste coverage to the minimum, and make the promotion be more effective. To associate with target marketing, information accesses also the advantage of the Internet. Internet users can find a plethora of information about almost any topic of their choosing merely by conducting a search. Users can directly search what they interested in. Then links will direct them to even more information of it is desire, or user can subscribe the publishers they like. Because the Internet is interactive it provides strong potential for increasing customer involvement and satisfaction and almost immediate feedback for buyers and sellers (Belch, 2012, p512). Furthermore, social media is a procedure that interacts with consumers. For example, users can click the “like” or “dislike” button to present their impression of the videos or commercials. Therefore, company analysis the impression of products through consumers’ comments, and improve the shortage of products.

However, the Internet also has its disadvantages, include clutter and irritation.  Clutter is the common issue of advertising promotion. As the number of ads proliferates, the likelihood of one’s ad being noticed drop accordingly (Belch, 2012, p513). In YouTube, the similar videos or commercials will come out in same page. For this issue, consumers might be confused by several similar commercials of a same type of product. The result is that some ads may not get noticed, and some consumers may become irritated by the clutter. In addition, the irritating aspects can deter visitors from coming to and or returning to the sites, or result in negative attributes toward the advertiser (Belch, 2012, p513). I had seen a video about criticism of a super bowl commercial that acted by Scarlett Johansson (YouTube). That video definitely results in negative attributes toward the advertiser, and also influence the sales of product.

（Sorry Coke and Pepsi. Retrieved from http://www.youtube.com/watch?v=dDu8p1q-8U0）

Overall, I think it is positive to use social network to promote. Because the Internet the effective way to target consumer segment. In addition, Internet is the source of information, so advertiser can promote products more convenient.

 Reference:

Belch, G., & Belch, M. (2011). Advertising and promotion: An integrated marketing communications perspective. (9th ed.). McGraw Hill Education.

TYT Sport, 2014, Banned Super Bowl Commercial 2014 - Sorry Coke and Pepsi. Retrieved from http://www.youtube.com/watch?v=dDu8p1q-8U0