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The Impact of e-Business on the advertising market.

O'Dwyer, Hugh (2008) The Impact of e-Business on the advertising market. Diploma thesis, Dublin, National College of Ireland.

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Abstract

"The next 5 years will hold more change for the advertising industry than the previous 50 did" (Berman, et al., 2007). This project explores the impact of eBusiness, focusing on the internet, on the advertising market.
The aim was to illustrate why advertisers are going online and what effect this is having on advertising through traditional media such as Television, Radio and Print. New technologies which have facilitated the growth of online advertising are discussed exploring the current benefits and limitations of such advances and the future for such innovations.
Research, both primary and secondary, from various sources was utilised. Predicted growth of the online market is illustrated through secondary research. The Irish market was reviewed through primary research, interviewing and questioning marketing managers, gaining their view of the technological advances of the last few years and the resultant marketing mix implications of online advertising. It was found that Traditional media must develop new strategies to cater for the new multi channel online and digital advertising environment, improving the measurability of Ad effectiveness and reach, moving away from mass communication Advertisements and learn to tailor communications for specific market segments and even individuals.

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Electronic Commerce
Divisions: School of Computing > Higher Diploma in Business and Technology
Depositing User: Tim Lawless
Date Deposited: 03 Jun 2010 13:58
Last Modified: 27 Apr 2012 16:26
URI: http://trap.ncirl.ie/id/eprint/241

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