The following table shows how Traditional Advertising is different from Internet Advertising
|
TRADITIONAL ADV. (TA) |
INTERNET ADV. (IA) |
|
TA is static. |
It is dynamic with multimedia- supporting text and graphics video sound all together. |
|
Space is not a restricting factor |
Space is a problem, as regards size of the banners etc. |
|
The proportion of advertising to editorial is high sometimes 50:50. |
A web page would be 91% editorial and 9% advertising. |
|
Does not evoke immediate action. |
Invokes immediate action as you at-least need to click on the ad. |
|
Response to the action is not immediate. |
First response is immediate as when the user clicks, the person is directed to other web page with more details. |
|
dvertisements are passively received. |
The user has high attention level and concentration while using the net, and hence they notice the ad. (please refer the chapter) |
|
Advertising does not always target a very focused audience. |
This can be very focused. |
|
Advertisements are ubiquitous. |
Advertisements catch users when they are on the lookout for some thing. For example the search is for travel on a search engine there are ads of travel agents on the net. |
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Difficult to track the exact number of people who saw the advertisement. |
This is quite possible with Internet advertisements. |
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Ads are graphic intensive and avoid copy overload. |
Both copy and graphics are restricted by the banner size specifications. |
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The costs would be prohibitive to reach a global audience. |
There are no |
