Reklamos kampanijos internete parengimas

LTStraipsnyje nagrinėjama reklamos efektyvumo didinimo problema naudojant pažangias informacines technologijas. Reklamos apimtys internete sparčiai didėja, o reklamos specialistai ne visada turi pakankamai žinių efektyviai reklamos kampanijai sukurti. Daugelis tradicinės reklamos kampanijų modelių bei metodų netinka reklamai internete, ir kyla uždavinys pritaikyti naujus metodus naudojant modernių informacinių technologijų galimybes. Straipsnyje atlikta tradicinės reklamos kampanijų modelių analizė, nagrinėjamos reklamos internete ypatybės. Autorės siūlo reklamos kampanijos internete rengimo modelį ir pateikia jo taikymo pavyzdį. [Iš leidinio]Reikšminiai žodžiai: Marketingas internete; Reklama; Reklamos kampanija; Reklamos kampanija internete; Advertising; Advertising campaign; Marketing on the internet; Marketing online; Online campaign.

ENThis article covers the problem of efficiency improvement of advertising by using new information technologies. The main objective is to provide the model of advertising campaign in the Internet and its planning procedure. An increasing number of the Internet users in Lithuania has caused the market growth of the Internet advertising (2001 - 1 million, 2002 - 2 million, 2003* - 4 million Lt) and formed the basis for reforms in ITT field. Marketing specialists who work in the field of advertising understand the perspective of the Internet advertising, but often have not enough knowledge and skills. The article emphasizes that the Internet advertising differs from traditional one: it uses other methods and has slightly different stages. The most important difference between the Internet and traditional advertising is that the Internet has no limits, so the cost of advertising is lessened; the Internet customer can decide whether to react to advertising or not and how this advertising satisfies his needs and wants; the Internet time costs, therefore the communication with customer is limited; the most valuable thing in the Internet is objective information, so information provision is more important than appeal to someone's emotions. The Internet advertising is rather cheap comparing with traditional advertising tools, however the audience isn't very broad. In traditional advertising specialists pay for the time of advertising, for example, TV and radio seconds, but in the Internet - users pay for the time used in the Internet. The important difference between advertising in traditional media and advertising in the Internet is the way of information communication.Traditional advertising uses one-sided communication, where information from a communicator passes to a receiver, but this method can't perform a feedback. Communication through the Internet can be described as an interactive communication process which has a feedback. The methods which are used in traditional advertising campaigns should be changed to the newest, more effective methods which are provided by modem information technologies. The model with the new feature was proposed. The new feature is the measurement of efficiency during an advertising campaign. The article directs attention to the analysis of the Internet users' characteristics and specific features of advertising in the Internet and their comparison with the traditional advertising. The differences emerge in the planning of advertising campaign, payment methods, media and methods of efficiency measurements. After determining the specific characteristics of the Internet users and advertising the model of the Internet advertising campaign and its planning procedure are provided. It consists of the following stages: setting of goals, determination of budget and payment methods, creation of message, the Internet media selection, measurements of efficiency during the campaign and later. This model of advertising planning emphasizes the specification of payment methods in a budget formation stage and division of efficiency measurements into two stages: measurements during the campaign and after it. The study covers different methods of decision making in every planning stage of the advertising campaign.The variety of payment methods for advertising in the Internet makes the payment method selection very important. The results of the efficiency measurements are used for the adjustments of the advertising campaign. This possibility is very important for the Internet advertising, because a new advertising tool can be put in the Internet or renewed in a few hours. The proposed theoretical model for advertising planning was used during the creation of business information site. The results of this advertising campaign showed that any kind of advertising in the Internet is very effective, but its effect doesn't last long. Therefore, it is better to carry out long-term campaigns rather than short-term ones. Long term collabouration with other sites and portals should be developed as well. [From the publication]