Title:

Rozwiązania reklamy w Internecie adresujące ją do docelowej grupy klientów

Group publication title:

Prace Naukowe Akademii Ekonomicznej im. Oskara Langego we Wrocławiu

Creator:

Trzcieliński, Stefan ; Frontczak, Tomasz

Description:

Prace Naukowe Akademii Ekonomicznej we Wrocławiu; 2005; nr 1086, s. 281-289

Abstrakt:

2004 marked the 10-year anniversary of web advertising. Online advertising has come a long way since 1994. The Internet, virtually unheard of just over a decade ago, is today a vital daily part of most people's lives. The Internet is interactive and adapts to the needs of customers. Customers do not want to be passive recipients of content anymore, they want to coproduce. They demand to decide what, when, how and in what amount they receive. They want to be treated individually. The Internet is mass medium but broadcasting does not fit to the needs of costumers. Narrowcasting is what the Web is all about: providing exactly what individual users want in each individual moment. Narrowcasting is what makes Internet advertising so effective. Traditional methods of advertising are not efficient on the Internet. To match expectations of consumers, methods of targeting advertising to a selected group of clients have to be employed. The, following are described in the article: Run-on-site, Run-on-network, Run-on-category, Contextual advertising, Search engine advertising, Location-based advertising and Behavioral advertising. Behind the scenes of displayed banners or sponsored links, advanced, automated computer systems are used. Without them, the evolution of marketing would not be possible. Companies are increasingly demanding greater accountability for the return they get on their advertising spendings. Therefore, the models of payment for advertising are developing. Some of them correspond directly with actions undertaken by adverts' recipients, i.e. Pay Per Click, Pay Per Call or Pay Per Performance. These methods are also described. (original abstract)

Publisher:

Wydawnictwo Akademii Ekonomicznej im. Oskara Langego we Wrocławiu

Place of publication:

Wrocław

Date:

2005

Resource Type:

artykuł

Language:

pol

Relation:

Prace Naukowe Akademii Ekonomicznej im. Oskara Langego we Wrocławiu; 2005; nr 1086 ; Modele i metody zarządzania informacją i wiedzą

Rights:

Wszystkie prawa zastrzeżone (Copyright)

Access Rights:

Dla wszystkich w zakresie dozwolonego użytku

Location:

Uniwersytet Ekonomiczny we Wrocławiu

Coverage:

Projekt dofinansowany ze środków budżetu państwa, przyznanych przez Ministra Nauki w ramach Programu Społeczna odpowiedzialność nauki II. Tytuł projektu: Nauka dla Społeczeństwa: Prace Naukowe AEW w otwartym dostępie (2005-2008)