Rising out of its century-long-infancy, online advertising is fast overtaking traditional advertising mediums like newspapers, magazines and even the radio. Most of the business owners are fast driving at the conclusion that the Internet is now becoming an essential tool, in terms of the daily running of their businesses. When it comes to brand awareness, its recognition and networking, the huge effectiveness of the Internet cannot be side pressed. Besides, online advertising can directly relate to the sales of a product, which is also vitally important for a company.With almost all web visitors expecting online advertising on commercial websites, the advertisers have also recognized its true potential and the various opportunities it creates on the target audiences. Thus, clients who all depend on the advertisements placed on the website have come to realize that they need a web page design that provides the necessary screen space and a proper layout for selling advertisements. Thus, the website designer must be able to design and develop a website that can produce advertisement revenue and at the same time meet the needs of visitors.In general, the web designers rarely concern themselves with what advertisements will appear in the website page. Again, not making a note of them while planning the page design may result in a very awkward web page layout. So its best to consider the placement of the advertisements during the first stage of the designing process, giving the website an organised look when it is complete. Here the website designer has to create an overall delicate balance, keeping both the advertisers as well as the visitors in mind and what will appeal to both of them. The designer has to see that, in no way, should the flow of the content or information on the website be disrupted.Some of the few vital points that the website designer will have to keep in mind while designing the web page include the layout and spacing of the advertisements. Advertisements can easily take up large chunks of space in the layout of a website, be it a big banner or several smaller ones. Here the website designer will have to follow some layout strategies, so as to give the advertisements a feel of being a part of the full complete web page.Next thing to be kept in mind is the colour schemes used in the advertisements. Online advertisements often use bright and vibrant colours so as to make them stand out and grab the viewers attention. Here the job of the website designer will be to access the colour scheme and decide on shades that will match the colours used in the advertisements and not make the page look like an artists palette. Even if the designer have not seen the advertisement to be put on the web page, it is always better to play safe using muted colour schemes.Most importantly, the website designer has to give more priority to the main flow of information or content of the website, for which the website is being made in the first place. If the website is a e-commerce sort of website, then there will be more advertisements compared to a normal website. So, placement of the advertisements and the content has to be balanced and the designer will have to have quite a foresight so as to make a success of the full website.Thus the job of the website designer is quite challenging as he will have to keep an ongoing tab on the impact of online advertisements on the website layout.
These top classes of advertising are sometimes incorrectly termed ‘mail order’ advertising, because this is a contradiction in terms. Mail order is a form of distribution, but direct mail is an advertising medium. Some clarification occurs with new names, such as direct response and telemarketing. Significantly, the mail order exhibition was renamed Direct Marketing. Goods supplied direct, instead of through shops, are advertised in the press, by direct mail, on television, and on the web. However, these top classes are as follows.Persuasive: It is also known as ‘hard-sell’ advertising. This is most obvious kind which surrounds us in our daily lives, urging us to buy all manner of products and services. Without such sales-promoting advertising it is hard to imagine how modern society could survive, with its mass production and mass consumption. Scathing comments are made about the ‘ad-mass’, but its critics happen to enjoy the plentiful supply of goods which satisfy their economic needs, food, clothes and shelter. Countless pleasures and luxuries are also enjoyed simply because economics of scale can be exploited, thanks to advertising and other aids to distribution to national and international markets. This sort of advertising or hard-selling advertisement has to attract attention, command interest, create desire, inspire conviction, and provoke action provided it is to succeed in its goal.Informative: Not everything is bought right away. It may have to be thought carefully, and there may be quite a bit of window-shopping and budgeting before the final purchase is made. Or it may be one of those once in a lifetime buys, or a present for some lucky person some day in future. More leisurely and often more expensive purchases can result from a study of helpful and explanatory advertisements over a period of time. Central heating, a new car, kitchen cabinets, a refrigerator, or a sewing machine are typical products of this sort. Mostly, they are ones which are popularly known as consumer durable items. So, here the kind of advertising should be less dramatic and compelling, but nonetheless attractive, interesting and convincing. The pace of appeal is quieter; there is more copy to read, perhaps more pictures to look at, and the object of the ad may be to invite the reader to obtain more detailed information by applying for a brochure or arranging for a demonstration.Classified: While a great many classifieds are inserted by private individuals, others are placed by commercial firms as will be seen, for instance, in the vacancy columns of both national newspapers and magazines. By classified we mean not only that the advertisements are small and run-on but that they are grouped together under identifying headings, such as ‘House for sale’, ‘Situations Vacant’ and many more.Retail: With the exception of productive retailers like bakers, florists, hairdressers, most retailers are selling other people’s goods. Their advertising has four objectives. They include selling the stock, establishing the identity or a kind of ‘image’ advertising, identifying the location and attracting personal, telephone or mail order shoppers. Obviously, retail advertising has to work very hard, even harder than a persuasive advertisement.Industrial: Most industrial advertising offers raw materials, components and services to manufacturers and users who convert these technical things into finished products, which, in turn, are advertised to the end users or financial consumers. A house or an automobile, a computer or a central heating system is an assembly of items made by others. So, the advertisers are sometimes referred to as secondary suppliers. Their promotional activities are called Back-Selling as well. The advertiser has the problem that his product may be seldom or never known to the final customer for support.There are more classes of advertising also. They are, for example, institutional advertising, financial advertising, co-operative advertising, trade advertising, etc. All of them have different ways and objectives.