SWOT Analysis on Internet Advertising
SWOT Analyses on Internet Advertising
Winter semester 2013
Code: A4443201
Seoul, 22 September 2013
Tablet of Contents
1 Introduction
Advertising or advertizing is a form of communication intended to attract or manipulate potential customers (readers, viewers or listeners) to purchase products, ideals, or services. One of the communications for marketing forms is Online advertising, this advertising option uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to an internet using audience. Since its recent development in 1994, online advertising has become an important advertising media and a $65 billion dollar industry worldwide (in 2009) with a double digit annual growth on average (Shanahan & Kurra, 2011). Examples of online advertising include contextual ads on search engine results pages, Rich Media Ads, banner ads, interstitial ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. These mentioned opportunities make up almost 10% of the overall spending on advertising across all media types such TV, radio, press, outdoor etc. (Shanahan & Kurra, 2011).
2 SWOT – Analyses
The SWOT framework is a structured planning method that is used to evaluate the internal factors (Strengths, Weaknesses) on the one hand and the external factors (Opportunities and Threats) that are involved in a project or in a business venture or on the other hand. Such an analysis can help to gain information concerning the business environment and the capabilities of an organization in order get an impression of their strategic position (Johnson & Scholes, 2002). The strengths of an organization lie above all in the resources and competencies it possesses in order to gain an advantage over their competitors. The weaknesses represent a considerable business risk of an enterprise. Opportunities, however, are objects
Winter semester 2013
Code: A4443201
Seoul, 22 September 2013
Tablet of Contents
1 Introduction
Advertising or advertizing is a form of communication intended to attract or manipulate potential customers (readers, viewers or listeners) to purchase products, ideals, or services. One of the communications for marketing forms is Online advertising, this advertising option uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to an internet using audience. Since its recent development in 1994, online advertising has become an important advertising media and a $65 billion dollar industry worldwide (in 2009) with a double digit annual growth on average (Shanahan & Kurra, 2011). Examples of online advertising include contextual ads on search engine results pages, Rich Media Ads, banner ads, interstitial ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. These mentioned opportunities make up almost 10% of the overall spending on advertising across all media types such TV, radio, press, outdoor etc. (Shanahan & Kurra, 2011).
2 SWOT – Analyses
The SWOT framework is a structured planning method that is used to evaluate the internal factors (Strengths, Weaknesses) on the one hand and the external factors (Opportunities and Threats) that are involved in a project or in a business venture or on the other hand. Such an analysis can help to gain information concerning the business environment and the capabilities of an organization in order get an impression of their strategic position (Johnson & Scholes, 2002). The strengths of an organization lie above all in the resources and competencies it possesses in order to gain an advantage over their competitors. The weaknesses represent a considerable business risk of an enterprise. Opportunities, however, are objects
References: Internet Advertising Bureau/1AB (1997): 1AB Online Advertising Effectiveness Study: a Joint Research Effort of Internet Advertising Bureau Millward Brown Interactice, San Francisco. Johnson, G., Whittington, R., & Scholes, K. (2011). Exploring Strategy (9th ed.). Harlow, England: Pearson Education Limited. Johnson, G., & Scholes, K. (2002). Exploring corporate strategy: Text and cases (6th ed.). Harlow, England: Pearson Education. Kreutzer, R. T. (2012). Praxisorientiertes Online-Marketing: Konzepte – Instrumente - Checklisten (1 Auflage). Wiesbaden, Deutschland. Meffert, H., Burmann, C., & Kirchgeorg, M. (2012). Grundlagen marktorientierter Markenführung (11 Auflage). Wiesbaden, Deutschland. Shanahan, J. G., & Kurra, G. (2011). Digital Advertising: An Information Scientist’s Perspective. The Information Retrieval Series, 33 (2011), pp 209-237. Siegert, G., & Brecheis, D. (2010). Werbung in der Medien- und Informationsgesellschaft (2. Auflage). Wiesbaden, Deutschland.