Ηλεκτρονική διαφήμιση

Ηλιόκαυτος, Τιμολέων Π.

Master Thesis

Author

Ηλιόκαυτος, Τιμολέων Π.

Date

2013-05-02

Abstract

This work has studied online advertising. The discovery and subsequent ongoing evolution of the Internet has brought substantial changes in the way of advertising products and services that affect the market worldwide. First of all defined the concept of advertising, its main functions is analyzed and described the major species encountered frequently. Subsequent investigation focused solely on online advertising, examining the main types of advertising web, and the effectiveness to the general public. Special role played by the contribution of global internet web mode and generally in the presence of electronic advertisements. The projection of banners is based on the use of various linguistic tools and techniques which are based on the use of appropriate language and are designed to persuade consumers to buy the advertised product. Persuasion can be reached with questions, prompts and the screen display's proposals which contain personal and possessive pronouns. The invocation of emotions is another method which often has positive results. Apart from the language, decisive factor in the success of online advertising is the appearance. The size used in combination with other factors influencing enough in its effectiveness. Moreover, online advertising has to meet the demands of consumers and promote goods and services that meet their needs. For that it is necessary to understand the behavior of e-buyer, and the factors that affect it from the side of advertisers in order to maximize the performance of Internet advertising. Apart from the above, function and generally the presence of advertising on the internet are regulated by legal rules that may differ from country to country. This paper examines the case of online advertising in the United States and Greece. Finally we record the findings from the overall investigation.