Final Assignment -1

Topic: How online advertisement lessen the appeal of traditional advertisement

Course Title: Advertising and public relation

Course Code: MKT-324

Prepared By

Name: Omar Faruk

ID No: 18200009

Batch: 13th

Prepared For

Naznine Akter

Assistant Professor

Department of Business Administration

Date of Submission: 4 May, 2021

RANADA PRASAD SHAHA UNIVERSITY (RPSU)

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 Table of Content
SL No Content Page No
1 Cover page (CP) 1
2 Table of content (TOC) 2
3 Introduction 3
4 What is online marketing? 4
5 Online marketing pros con 5
6 What is traditional marketing? 6
7 Traditional marketing pros con 7
8 7 difference way that online advertisement lessen the appeal 8
of traditional advertisement
9 ‘’ 9
10 ‘’ 10
11 ‘’ 11
12 Conclusion 12

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Introduction
If you wanted to know "How online advertisement lessen the appeal of traditional advertisement"
at first you have to know that the difference between ‘’Online ads VS traditional ads’’. The main
difference between Online and traditional marketing is the medium through which an audience
encounters a marketing message.

While traditional marketing uses traditional media like magazines and newspapers, Online
marketing uses online media, such as social media or websites. Of course traditional marketing
doesn’t mean it’s old fashioned. Traditional marketing still plays an important role in people’s lives
with the ever growing need to step out of the online world. The immersive experience of an
impactful TV commercial and the tactile nature of a copy of Rolling Stone magazine are as
important today as they were 20 years ago because of their lasting effects on your memory.
Subconsciously you attach yourself to their brand emotionally, meaning they will stay at the top
of your mind.

In the same token, Online marketing is just as important as traditional if not even more so. Online
marketing uses every touch point of your daily use of the internet to reach you. If you are Google
searching holiday ideas for your next weekend getaway, the chances are that soon after you will
see a tailored sponsored ad from Sky Scanner. Using the internet for several hours each day is a
normal part of most people’s day to day life. Online marketing just uses this to its advantage by
cleverly weaving in marketing communications into every online channel.

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What is online marketing?
Online marketing involves promoting your business to audiences online. With Online marketing,
you use Internet marketing channels which include:

 Search
 Social media
 Paid advertising
 Online stores
 Blogs
 Emails
 Videos
 And more
These channels help you reach a larger audience online. With over 4.54 billion people active on
the Internet, marketers turn to Online marketing channels to help them reach more interested
leads.

Online marketing: pros and cons-

However impactful traditional marketing is, we can’t forget that we are well and truly living in
the internet age.
According to ClickZ, “Internet users now make up 57% of the global population. On average,
people spend 6 hours and 42 minutes online each day. By 2021, a projected 73% of all
ecommerce sales will come from mobile.”

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Pros:
More options for engagement
Through channels such as social media you can physically see what your audience think of your
brand and marketing efforts. If your marketing has been shared, liked and had plenty of positive
comments, you know you’re doing something right.
Easy to measure your campaigns
On the flipside to traditional marketing, the specifics of online marketing tracking is exceptionally
in depth. This makes your learnings extremely clear for your next round of marketing efforts.

Makes clever targeting possible

If you have the tools to specifically target a 29 year old female writer who loves Lizzo and
drinking Guinness then surely you can also create perfectly tailored content?

Cons:
Online ads can be deemed as annoying
Think about the moment you’re scrolling through your Facebook homepage and all you want to
do is see what your old school friends are up to these days. Then you get the dreaded sponsored
ad for something related to an embarrassing ailment you goggled the night before. It’s sure to
make you actively dislike the very brand doing the clever targeting.
Less permanent
Online marketing efforts like Google ads, banners, promo emails or social media ads can have a
fleeting, temporary character. They’re intangible and can easily be ignored. If your target
audience keeps scrolling or clicks to the next page your ad will be gone from their screen.
Constantly evolves
To get the most out of your online marketing efforts there is a lot to learn. Each channel usually
requires its own specialist, from search engine marketing to social media, each channel requires
a pro to get the best bang for your buck. However, a grass-roots social media marketing strategy
is a great place to start. Have a look at our Online marketing strategy guide for some inspiration.

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What is Traditional marketing?
Traditional marketing, on the other hand, is marketing through offline means. These traditional
marketing channels include:

 Magazines
 Newspapers
 Catalogs
 Television
 Radio
 Telephone
 Billboards
 Fliers
 Industry events
 Trade shows
 And more
Marketers find that traditional marketing is useful for its stability and simplicity. Some of the
traditional marketing strategies that marketers use are:

Traditional marketing: pros and cons-

With the rise of social media, traditional marketing is often undervalued by marketers. However,
traditional marketing still very much has a place in a consumer’s day to day life. If you have the
budget to share your campaigns in magazines and prime time TV, your money could be well
spent.

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Pros:
Impactful and easy to understand
A visually bold billboard or a striking TV commercial is a normal part of most people’s day to day
lives. They’re easy to digest and often entertaining.

Printed marketing materials are more permanent

If you have an advert in an issue of The New York Times it will be there until the magazine is
recycled. Which is great if the consumer is an avid collector.

More memorable
Seeing something in real life rather than on your phone is more likely to be remembered. The
anticipation of the new Super-Bowl ads or a beautiful and impressive window display is more
likely to stay in your mind than an instagram ad you’ll probably scroll past in seconds.

Cons:
More difficult to measure campaigns
There are ways to measure traditional marketing campaigns such as brand trackers but they are
nowhere near as in depth or intelligent as the tools available for Online marketing.

Often expensive
If you’re a brand in its infancy chances are you don’t have the funds for a 4 page spread in
Vogue. Many forms of traditional marketing will set you back a considerable amount.
No direct interaction with the consumer
Unlike social media marketing, you’re more or less in the dark about your audience’s reaction to
your marketing efforts.

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There are commonly 7 difference way that online advertisement
lessen the appeal of traditional advertisement
Online and traditional marketing have their advantages. They compare differently in essential
matters, as well. We’ll go over the top differences between Online and traditional marketing.

1. Cost
There is a significant difference in cost when it comes to Online marketing vs. traditional
marketing.
Online marketing
We’ve talked about how online marketing is more cost-effective than traditional marketing, and
chances are, if you’re willing to put work into it, it’s possible to do Online marketing in-house.
To get the best online marketing results, however, you’ll want to have enough in your marketing
budget to spend a little. Good Online marketing, on average, costs between $2500to $12,000 a
month for small to medium-sized businesses when paying for online marketing services.

Traditional marketing
Traditional marketing is more expensive than online marketing.
Channels like print, television, and radio advertising offer limited advertising space, and due to
the expense to run those mediums and the scarcity of advertising space, the advertising
placements are often steeply priced. They can climb up to as much as $8 million just to set up.

2. Reach
The audiences that you can reach differences between Online and traditional marketing.
Online marketing
Online marketing lets you reach global audiences. There’s no limit in audience size or range with
online marketing.
If you do want to increase the size of your audience, for the most part, the increase in price is
not much using your established Online marketing channels when compared to traditional
marketing.

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Traditional marketing
Traditional marketing doesn’t quite have the reach and precision online marketing maintains.
Methods like newspaper ads and flyers only reach people who buy newspapers or visit
somewhere that has your flyer hanging up. With these methods, you have limited reach.

3. Targeting
How Online and traditional marketing target audiences also differs.
Online marketing
Online marketing lets you efficiently target individuals from desired audiences.
With Online marketing, you can target people, whether by their search history or their
demographics, so you can serve up valuable content when they want it. Even if your audience
has specific interests, you can target them with content that matches them perfectly.
Traditional marketing
Traditional marketing has little means of targeting your intended audience. The audiences that
access traditional marketing channels often have a wide range of demographics and interests. If
your target audience is more limited in their demographics and interests, it can be hard to target
those using traditional means.

4. Engagement
The engagement level for Online and traditional marketing varies, as well.

Online marketing
Online marketing provides plenty of opportunities for your business to interact and engage with
your audience. We mentioned earlier how social media, blogging, and email marketing all
present valuable channels to boost your audience’s engagement with your brand.

Traditional marketing
Traditional marketing provides less room for interaction and engagement with your audience
than online marketing.
With traditional marketing, interaction comes, for the most part, from pushing ads and services
onto consumers in a one-way information relationship. Audiences don’t have many channels for
providing feedback to companies through traditional marketing channels.

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 5. Return on Investment (ROI)
The ROI that you can receive changes between Online and traditional marketing.
Online marketing
Online marketing has high returns. Couple the high conversion rates with low cost, and you often
get a much higher return on your investments than you would with traditional marketing.
Since audiences only see what they are interested in, they have greater motivation to convert.
And online marketing provides easy ways for converting. In most cases, audiences can convert
with a click of a button.
Traditional marketing
Audiences in traditional marketing are less motivated to convert than with online marketing.
Converting with traditional marketing channels often involves more steps than with online
marketing. The increased effort and time it takes for audiences to convert means that there are
additional chances for people to drop out somewhere along the way in the conversion process.
Traditional marketing has lower conversion rates than online marketing.

6. Optimization
The amount of optimization options for Online and traditional marketing also differs.
Online marketing
Online marketing has plenty of opportunities for optimization — you can even optimize your ads
mid-campaign. On the other hand, online marketing takes dedication and time to implement.
Additionally, your audience needs time to discover content, research businesses, and decide the
best option before converting.
Traditional marketing
With traditional marketing, optimization options are limited compared to online marketing.
Advertisements are not very customizable. In most cases, due to the lack of personalization
options, you’ll end up with a one-size-fits-all ad.
On the other hand, you don’t have to worry as much about data privacy and other Internet
security concerns.

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 7. Monitoring
The way that Online and traditional marketing is different as well:
Online marketing
Online marketing has more track ability and measurement ability than traditional marketing.
Online marketers can analyze a wide variety of metrics in real time, such as:

 Clicks
 Page views
 Unique visitors
 Likes and follows
 Video views
 Conversions
 Purchases
Traditional marketing
The results of traditional marketing are much more difficult to quantify than for online
marketing. Unlike Online marketing, marketers can’t track who views their ad or how they’re
interacting with it. Results are also dated. They lack the real-time aspect that online marketing
provides. Marketers must wait until after the campaign is over to determine how well their
campaign converted.

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Conclusion
After comparing our list of the advantages and disadvantages of Online and traditional
marketing, you may be wondering where to invest the most time and effort and which type of
marketing will bring your company the highest returns: Online vs. traditional marketing.
Deciding between Online and traditional marketing comes down to what your audience is
looking for in your marketing. Your audience could enjoy an even mixture of Online and
traditional marketing, or they could lean more towards online vs. traditional marketing or vice
versa.
To determine whether you should focus on Online or traditional marketing, you should research
your audience in depth. Discover their preferences when it comes to marketing channels, then
focus your efforts on those channels.
Remember to keep your business resources and goals in mind and choose the channels that let
you make the most out of your marketing efforts.

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