Preliminary communication
https://doi.org/10.20867/thm.13.2.5
THE ROLE OF THE ONLINE ADVERTISEMENT FOR THE CONTEMPORARY ENTERPRISE
Adam Salomon
; Institute of Maritime Transport and Seaborne Trade, University of Gdańsk, Poland
Abstract
Many practitioners in the field of the Internet are regarding it a kind of art. Perhaps on that reason is it so hard to find the unequivocal answer to the question what the Internet is? From a technical point of view it is a global computer network making up from various, smaller and bigger, of the network and isolated computers. This net is connected with the help of telephone lines, radio, link satellite and fibre-optic. This web is winding almost entire contemporary world. An about 960 million of persons is using the Internet in entire world (2005). For this community an Internet is a new, fascinating medium, thanks him we have the unrestricted access to many pieces of information. A network is the biggest global market which so far existed where small-sized enterprises can compete with themselves with large corporations. And where the
words “the market” and “the competition” are appearing, it must appear also the word “the advertisement”.
The advertisement exists from beginnings of the mankind. In ancient times people already recommended their products wanting to sell them. They used the shout or simple posters mainly. Together with the development of the civilization an advertising developed. Great changes came in modern times when, a press, a radio and television arose. They started diverging from advertising products sold by oneself on their own initiative. In the today teams of people are working at so that while watching TV we keep an eye on advertising blocks. However such a model of the advertisement started stirring up controversy a lot. We understand the necessity for her but its importunity is annoying us because the advertisement is pushing into all areas of reality, even between stages shown on television of films. For this reason they started searching for running different centers in to the customer, all the way to the moment when an Internet appeared. The Internet offered the advertisement not only a mass audience and the possibility of the influence on him with the help of the text, sound and the image. Traditional mediums already earlier enabled it. Based on the oneway model of announcing, however they aren't able to draw for the recipient into interactions. The advertisement passed down behind their mediation usually gets through to potential customers then when for you they are entertained with something completely not bound with the subject of the commercial.
Keywords
Internet; online advertisement; network; banner; medium; “pull”-type; “push”-type
Hrčak ID:
181176
URI
Publication date:
30.6.2007.
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