Internet: Marketing and communication on the interne...

 

Patient education is one of the most important tools for improving people's health consciousness, as well as patient cooperation and compliance. Obviously, doctors are the most trustworthy sources for ...

Internet advertising is forecast to continue growing at around 27% per year, but there is doubt and disagreement about how it is measured, and how advertising revenue should be calculated. To illustra ...

While internet advertising continues to grow, its value (in CPM) is decreasing, as the supply of impressions grows faster than the number of internet sites and revenues. This is likely to damage tradi ...

The advertising industry is crossing an inflection point, passing from the conventional mass media interrupt and repeat model for advertising to a family of advertising models centered on relevance. T ...

Consumers today are spending more time online than with any other marketing channel. This fundamental shift in the mediascape is driving both how consumers engage with brands and how marketers underst ...

Mike Teasdale, planning director at Harvest Digital, reveals that only one in four of those following up a banner ad on a web-site will click on it. The majority will go to a search engine for further ...

Barry Lee, board account director at ZED, argues that Web 2.0, with its social network sites, like MySpace, and user generated content, like YouTube, is fundamentally different from the information di ...

Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'. These are ...

Chris Peterson, founder of Chautauqua Communications, argues that clients no longer need conventional agency creative departments and disciplines. The advent of the pro-active, internet-smart consumer ...

Nigel Sheldon, director of Digital at Starcom Digital, discusses how the internet user is evolving. First the web was used primarily for communication and information gathering, deeper involvement and ...

In this introduction to this Admap's report on Web 2.0 (April 2007), Roderick White illustrates some of the issues raised by the enormous changes in consumer internet interface. He also highlights our ...

This article describes RSS (Really Simple Syndication). RSS delivers dynamic information online, and enables internet users to specify information they are interested in, and subscribe to 'feeds' that ...

In this article, Jeremy Bullmore argues that the internet has not changed mass communication quite so drastically as everyone seems to think. It is true that it gives audiences a voice for the first t ...

Paul Longhurst, from Unique Digital, asks why brand advertising budgets for online activity are so pathetically small given the growth and reach of the medium. He argues that planners, through lazines ...

In 2007, the internet is predicted to account for over 10% of all US adspend. But, according to John Wood of Beechwood, this undervalues the dramatic effect that the medium is having on all aspects of ...

The internet has been credited as an important advertising and direct marketing channel, which has the potential to revolutionise the branding of products and services. Yet, several studies have been ...

Joe Mandese, in his regular comment column from Madison Avenue, ponders the speed of internet change and the impact this is having on traditional advertising and media business models.

This study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising message ...

This paper seeks to provide some evidence on the return on investment of a website (eROI) using a longitudinal web survey methodology. Using data from 459 respondents, the results show that almost two ...

Health care professionals have a high interest in patient follow-up research from both a medical and scientific point of view. Patient follow-up after surgery is crucial to good aftercare. Patients ar ...

This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest tha ...

In this issue of 'Best Practice' Roderick White turns his attention to the web and internet advertising. Starting by describing the characteristics of the medium, and most frequently used types of ad ...

The literature of marketing communication in the latter half of the 1990s offers evidence that interactive marketing is a significant presence in the field of marketing communication, and that control ...

The overall objective of the paper is to share the results of over five years long analysis of leading consumer websites that demonstrates how many leading brands have underutilized the marketing capa ...

What is convergence? Is it just having several properties across different platforms within the corporate family? Media General, owner of The Tampa Tribune, quickly realised that convergence meant mor ...

Rex Briggs, managing director at Marketing Evolution, believes that the internet has been the catalyst for a reorientation of marketing - a fundamental change in the way we think about the business. T ...

In this introduction to Admap's focus on interactive communications, Roderick White looks at developments in interactive Television (iTV) - for advertisers and programme makers; internet and web based ...

Describes how Ford Motor Company is forging links with the increasingly important Hispanic community in the US through an internet website, Mi Negocio. This fills a gap for Hispanic entrepreneurs seek ...

Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments – ...

A round-table discussion between participants from IBM, Unilever and Pfizer. The discussion covers: how to effectively use new technology (such as iPods, broadband or cell phones, etc.) for marketing ...