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I have shared with you ‘What Online Advertising is‘ and the some of the basic ‘Objectives of Advertising Online.’ Now let’s discuss the major classes or types of online advertising campaigns.

Understanding the various ways in which online advertising can be classified should be useful, because different types of online advertising will be called for depending upon the company’s objectives in an online advertising campaign. From our stated objectives of online advertising, one may discern that there are four types of online advertising campaigns – online product advertising, online institutional (or corporate) advertising, online affiliate advertising, and online resell advertising.

Online Product Advertising

It is the direct-action advertising, designed to inform or stimulate the internet marketplace about a particular product, service, or idea. They are intended to inform the internet users and potential customers that the product exists and then make them understand what the product is and what it will do for them. The message must also mentally convince the prospect to buy the product when they are in the market for it.

Online product advertising differs depending upon whether the market target is the consumers (those online customers who purchase for non-business, personal use), industrial users (those who will buy your product to use in their own business), and professionals (those who will specify your product for use to their patients or clients).

Online Institutional Advertising

It is designed to create a proper attitude toward the company and to build goodwill, rather than to sell a specific product, service, or idea. It is intended to increase the brand name recognition and also to create a favorable image of the firm as a leader in its field. For example, an online institutional advertising objective may be designed “to increase brand recognition from 30 percent to 55 percent among the advertising target.”

Online Affiliate Advertising

It is when you advertise someone’s product for the sake of a receiving a commission or fee from the owner whenever a sale is made or lead is created. It is often referred to as affiliate marketing. In online affiliate advertising, the affiliate (or associate) is given a unique affiliate site link which he will use to direct people to the firm’s product or service; therefore, his sales can be tracked and recorded automatically. Here, the affiliate does not really care much whether the product or brand satisfies your want or need, but for you to buy it through his affiliate link.

Online Resell Advertising

It is designed to target resellers, where the appeal is “Buy this product to resell at your own price.” Most of us might have heard of MRR (Master Resale Right) product, PLR (Private Label Right) product, or Resellers Account.

No doubt the majority of online business advertising is of the product type. At times, the same online advertisement may carry a double, or the trio of product, institutional, and resell advertising campaign. Furthermore, the same company may stress product advertising using banner ads on social networking site like facebook, affiliate advertising campaign on discussion forums, resell advertising campaign on its web site, and institutional advertising through pay-per-click ads. Decisions regarding the type of online advertising media used should be based upon the nature of the business, market niche, type of message, and objectives of the company.

I hope now you understand which class(es) your online advertising campaign(s) fall into. I would like to read and reply comments on this post.

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