From M/Cyclopedia of New Media
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Sharon Tse 13:51, 30 Jul 2004 (EST)
Sharon Tse
digital technology
digital technology
HDTV
Digital technology began in Australia in 2001
The world most popular football team is Machester United
Flew, T.(2003) 'New Media' ISBN 0195508599
Sharon Tse 14:20, 30 Jul 2004 (EST)
Annotated Bibliography
Research Topic: The reciprocal relationship of online advertising and niche market
Adams, Richard. (2003). “www. Advertising�, New York: Watson-Guptill
Publications, pp. 87-117, ISBN 0823058611.
- This chapter mentions that the web is also unique in that enthusiast, fans, and interested parties can set up their own presence in a way that is much easier and that has much greater reach than traditional media can offer. Targeting is as a tool to make online ad more effectiveness. The author mentions that finding out what the audience is doing when they receive an as online is crucial to its success. Also, the author describes that cookies are essential in online ad, as they have important role of remembering a unique session id when someone come to a site. This function of cookies let markets know what the broad interests of the site users. This helps the marketers to establish their niche market.
Bickerton, P. Bickerton, M. & Pardesi, U (2000). “Cybermarketing: how to use the internet to market your goods and services�, Woburn, England: Reed
Educational and Profeessional Publishing Ltd, pp. 171-175,ISBN 0750647043.
- This chapter describes the development of banner to reflect the desire of markets to maintain audience interest by using the latest technology where possible. The best way to maintain the audience is to recognize your own niche market’s needs. So the online advertising banners now contain within themselves all of the relevant information a customer needs. Customers only focus the online advertising which is relevant to them. Also, online advertising helps customers to find a site they may already know about. This function is more personalization which is different from traditional advertising. From the point of view of advertisers, online advertising is good for them as a way to reach narrowly defined group.
Gilbert, Jennifer. (1999). “Ad spending booming for gay-oriented sites�, Advertising Age (Midwest region edition), vol. 70, iss. 50, pp. 58,ISBN 00018899 < BR>
- This article describes the success example of using online advertising to reach niche market. Marketers see niche group as a lucrative, no-risk target. Gay.com Network's recent announcement that it added American Airlines and Neiman Marcus Group to its growing list of mass advertisers demonstrates the Internet's viability as a medium to reach the gay market. Advertisers try to reach gay men and lesbians, showing the power of the Web to reach niche markets. Gay.com serves its own ads using Double Click's DART technology and places cookies on some visitors; it can target its audience by state, region or country. Since it gives users the option of filling out profiles, it can also target by leisure activities or profession.
Janal, Daniel S. (1995). “Online Marketing Handbook: How to Sell, Advertise, Publicize, and Promote Your Products and Services on the Internet and commercial Online Systems�, New York: ITP, pp. 171-196, ISBN 471293105.
- This chapter explores how the new online medium adds interactive features to the marketing mix and how marketers can best take advantage of these new paradigms. The author thinks that the marketers must think about how he can deliver information in a reactive, not proactive, mode. So, the delivery of the message must be able to react to the message recipient’s desires. Also, the author mentions that increasing the effectiveness of banner ads is “target, target, and target�. Marketers can deliver their message to specific industries, include or exclude specific geography regions or cities; (niche markets) targeted by user interest, and even control frequency. Taking advantage of the online ads’ ability to deliver highly targeted audience creates the one to one relationships that extend and build the own band.
“Niche Marketing�, Advertising daily.com, 24 Feb. 2004, Available at:
http://www.advertising-daily.com/articles/20 (accessed 10/8/2004)
- The author describes the key of survival on the internet which is “niche�. There is much information on the internet. If people don't think it is a good deal, they will simply "click away". If you want to make a living on the internet, you must find your niche market. Also the author shared his experience. He has read interesting offers and bought as a result of getting them. But the offers read, and ultimately purchased from, were in (you guessed it) a niche market. Those that do, with reasonable advertising, can carve out their niche. This article shows niche market as a tool to make online advertising more effectively.
Rauf, Shahnaz. (2002), “5 Powerful keys to online advertising�, Available at:http://www.webpronews.com/ebusiness/smallbusiness/wpn-2-200211115PowerfulKeysToonlineAdvertisingSuccess.html (accessed 10/8/2004)
- The author points out 5 powerful keys to online advertising: develop trust, repetition, strategic planning, target your market and leverage to power. One of the keys is targeting your market. The author states that you need to target your niche market for maximum effect of online advertising. Marketers reach those people who are most likely to use / are really interested in your product/services. This article shows niche market as a tool or keys to make online advertising success.
Schumann, David W. Thorson, Esther. (1999). “Advertising and the world wide
Web�, New Jersey: Lawrence Erlbaum Associates, Inc, pp. 99-115.
ISBN 0805831487.
- This chapter contains that numbers of companies are working to make the internet and other computer mediated communication channels more accessible and usable for advertisers to reach potential customers especially in specific target audiences. And the author emphasizes that message personalization and computer-mediated advertising is more important for advertisers now. Online advertising needs to be interesting and engaging enough to attract internet users attention and highly relevant to users’ wants and needs. According this chapter, online advertising is not mass market approach; it is a niche market approach. On the other hand, customer responses indicated that message personalization generally enhanced the effectiveness of web site banners.
“Selling Advertising�, ebusiness Europe advisor, 20 Mar 2001, Available at:
http://www.ebusinesseurope.com/european-ebusiness/advertising/ads026.htm (accessed 10/8/2004)
- Many people think that online advertising is a mass approach, but the author thinks that it is good for targeting niche market. This article contains different form of online advertising such as banner ads, newsletter ads and sponsored content, which is benefit for targeting on niche market. This kind of online advertising can link quality content to niche market. This article explains how the use of online advertising to reach niche market effectively. Also, there is some figure in the article to show how more effective in online advertising to reach niche market than traditional advertising.
“The benefit of web advertising�, Pluss Corporation, Inc, 2004, Available at:http://www.pluss.net/marketing/tips/web-advertising.htm. (Accessed 10/8/2004)
- This article is a business tips which is published in Pluss Corporation. It contains a list of benefit of web advertising such as unique combination of scalability, cost-effectiveness, desirable demographics, a rapidly growing audience and unmatched tracking capabilities. Also, one of the benefits is highly targeted marketing. Online advertising is unlike broadcast and print media, it allows advertisers to target exactly who will see their ads and in what context. This can serve every conceivable audience, from the mass market to obscure niche groups. On the same time, advertisers find a receptive market for their products and services easily. This article is evidence to show how online advertising to reach niche marketing effectively.
Zachary, Davette. “Davette Research Page�. URL:
http://www.unc.edu/~devos816/research.html (18 Nov. 2002) (Accessed 10/8/2004)
- This is a personal research page. The research topic is interactive advertising effectiveness. It introduces what is interactive advertising and the form of this advertising. Also, it explains how interactive advertising works effectively. There is mini internet essay in this webpage. The title is The Internet has now become the medium of choice to reach business executives and decision-makers. The essay emphasise email campaigns are highly targeted and reach hot demographics for advertisers. Also, internet campaign has been shown to not only increase brand awareness and purchase intent, but also increase return on investment. This research page show internet as a tool to reach niche market effectively.
Zeff, Robbin. (1999). “Advertising on the internet�, Canada: John Wiley & Sons Inc, pp. 133-151, ISBN 0471344044.
- This chapter mentions that advertisers use targeting to ensure the efficiency of their advertising campaigns. They are taking advertising of these targeting options such as database mining, collaborative filtering, behavioral analysis, and personalization tools to increase the effectiveness of their online ad campaigns. Online ad is an unparalleled opportunity to reach the right customer at the right time. Although this chapter doesn’t emphasise niche market, this chapter mentions targeting through profiling and personalization. The concept of personalization is nearly that of niche market. Marketers can segment their users into affinity groups for better targeting of promotions and match time-sensitive and topic-specific promotions to affinity.
