The Internet - the advertising medium of the future?

The Internet - the advertising medium o f the future?
Cliona Daly
Submitted in partial fulfilment
for a Bachelor of Arts in
European Business Studies and Languages
The National College of Ireland,
Sandford Road,
Ranelagh,
Dublin 6
April 1999
ACKNOWLEDGEMENTS
Dedicated to my wonderful parents fo r their unlimited love and
support throughout my college years.
I owe a special debt of gratitude to Mr. Barry McIntyre, my dissertation
supervisor. His constant advice and guidance were imperative in compiling
this study.
I would like to thank all the respondents to my questionnaires without whom it
would have been impossible to complete this thesis.
Special thanks must be given to the staff of the Institute of Advertising
Practitioners in Ireland for their assistance in this study.
I thank also, Ms.Siobhan Whelan for her assistance throughout the year.
Finally, and most importantly, a special heartfelt thanks goes to my good
friends in K4 whom I have spent the last four wonderful years with. I will
always remember the good times we have shared together.
TABLE OF CONTENTS
Acknowledgements
i
Table of Contents
ii
List of Figures
v
Abstract
vii
Introduction
page 2
The Internet
page
1.1
Origin of the Internet
page 3
1.2
The Internet as a Resource
page 6
Ireland and the Internet
p a g e ii
2.1
Internet Surveys
page 14
2.2
Internet Service Providers in Ireland
page 16
Advertising on the Internet
page
3.1
Methods
page 18
3.2
New Developments
page 21
Chapter One
Chapter Two
Chapter Three
ii
i
n
3.3
Objectives
page 23
3.4
Advantages
page 24
Traditional Media versus the Internet
page 26
4.1
Traditional Advertising Media
page 27
4.2
Internet Advertising
page 27
4.3
Interactive Advertising
page 28
Research Methodology
page 33
5.1
Preliminary Phase
page 34
5.2
Secondary Data
page 34
5.3
Primary Data
page 3J
5.4
Pilot Study '
page 36
5.5
The Population
page 37
5.6
Sampling
page 38
5.7
The Sample
page 39
The Survey
page 40
5.9
Questionnaire Design
page 41
5.10
Recording Results
page 43
5.11
Research Analysis
page 44
Chapter Four
Chapter Five
5.8
'
Chapter Six
Chapter Seven
Research Findings
page 45
Key Findings
page 70
Discussion
page 73
Recommendations and Conclusion
page 76
Bibliography
viii
Appendices
Appendix One
Cover Letter
Appendix Two
Survey on Internet advertising for
,
advertising agencies
Appendix Three
xiii
xiv
Survey on Internet advertising fo r
advertisers
xvii
Appendix Four
List o f the top advertisers in Ireland xxi
Appendix Five
Membership list o f The Institute o f
Advertising practitioners in Ireland xxin
IV
LIST OF F I G U R E S
Figure I
Figure 2
Figure 3
Figure 4
Section A
Figure 5
Figure 6
Figure 7
Figure 8
Figure 9
Figure 10
Figure 11
Figure 12
Figure 13
Figure 14
Figure 15
Figure 16
Figure 17
Section B
Figure 18
Figure 19
Figure 20
Figure 21
Figure 22
Figure 23
Figure 24
Figure 25
Figure 26
Figure 27
Prediction for the number of people in Ireland
with access to the Internet
Internet advertising spend in Ireland
Internet Service Providers Irish market share
Number of years it took major media to reach 50
million US homes-Intemet set to achieve by the
year 2000
Advertising Agencies
Role within the organisation
Level of billings
Number of clients
Number of employees
Number of agencies that developed a separate
division for Internet advertising
How effective advertising agencies believe the
Internet is for advertising
Awareness of applications for Internet
advertising
Awareness of specific applications for Internet
advertising
Views on whether Internet advertising
outweighs existing methods
Percentage of clients using the Internet for
advertising
Belief that the Internet has an advantage over
existing media
Agencies perceived advantages of Internet
advertising
Opinion of advertising agencies on whether the
Internet is the medium of the future
Advertisers
Role within the advertising organisation
Number of people employed
Use of traditional media
Organisation’s awareness of the Internet
Percentage of companies that developed an
Internet advertising strategy
Time of development
Development of the Internet strategy
Development of the strategy In-house
Why the organisation developed the strategy
Methods of Internet advertising implemented by
the companies surveyed
\
Figure 28
Figure 29
Figure 30
Figure 31
Figure 32
Budget for Internet advertising campaign in
comparison to the budget for traditional media
campaign
Impact of Internet advertising on company sales
Effectiveness of Internet advertising as
perceived by the advertisers
Belief that the Internet has an advantage over
traditional media methods
Advantages of the Internet over traditional
media methods
J
vi
ABSTRACT
The aim of this dissertation is to illustrate whether the Internet is more than a
V
complimentary advertising medium for use by both advertising agencies and
advertisers in Ireland. And, also to answer the question, is the Internet the
advertising medium of the future?
The author used secondary data in order to, firstly, obtain a background on the
Internet, its development and its resources. Secondly, to become aware of the
extent of the Internet in Ireland, its usage and the Irish Internet Service
Providers.
Thirdly, secondary data was used to gain knowledge of the
methods of Internet advertising, their objectives and their advantages. And,
finally, to establish how advertising on the Internet compares to traditional
advertising methods.
The author availed of primary data through the use of postal questionnaires to
obtain the opinion of the advertising agencies and advertisers in Ireland. The
results gathered for the survey indicated that both of these groups are aware of
the Internet as an advertising medium. A majority of these groups believe that
the Internet is an effective advertising medium and that it has significant
advantages over traditional methods of advertising such as television, radio
and newspapers. They realise the growing potential of this evolving medium
and its importance as an advertising medium as we approach the twenty first
century.
vii
The information superhighway may be mostly hype today, but it is an
understatement about tomorrow. It will exist beyond people's wildest
predictions....................
(Negroponte, N; 231).
l
INTRODUCTION
The rich global network of information, the Internet was initially developed at
the CERN physics laboratory in Geneva in 1989. Since then it has grown and
developed at a phenomenal rate.
The Internet is now accessible by an estimated 20 to 30 million people around
the world.
Currently, there are 2 million websites with new sites being
developed at the rate of one per minute.
The increasing population of the Internet as a business tool can be attributed to
its current size and prospected growth. The Internet’s potential to provide an
efficient channel for advertising is overwhelming. Every facet of traditional
advertising strategy is challenged by this new medium. The Internet allows
companies to advertise in ways, which were not possible before with
traditional methods. These ways permit the companies to reach a wider
audience, to compete in new markets and to interact with their customers.
The Internet is the fastest growing media ever, collectively created by almost
200 million people worldwide, consisting of more channels than all the
television stations and possessing more information than all the libraries in the
world.
Firms must consider the Internet as part of their advertising strategy today or
risk getting left behind tomorrow.
2
The author has based this study on the concept that Internet advertising is
more than a complimentaiy advertising medium for use by both advertising
agencies and advertisers in Ireland. It is her belief that the Internet is the
advertising medium of the future and the purpose of this dissertation is to
prove this hypothesis.
Chapter one of this study introduces the reader to the subject of the Internet.
I
^
>
The author describes the history of the Internet and how it was created. The
Internet as a resource will then be discussed and the World Wide Web and
electronic mail will be explained.
The second chapter will deal with the notion of the Internet in an Irish context.
The author provides statistics from surveys with regard to Internet use in
Ireland and the predictions for the future. Details will be given in relation to
the market share of the four main Irish Internet Service Providers.
The concept of advertising on the Internet is explained in chapter three. The
chapter outlines the various methods of Internet advertising and the new
developing methods along with their objectives. Finally, the reader will then
be made aware of the principal advantages that advertising on the Internet
possess.
In order to assist in answering the research questions the fourth and final
chapter of the literature review compares traditional advertising methods to the
method of advertising on the Internet.
The fifth chapter will brief the reader on how the research for this study was
carried out with the use of both primary and secondary data. The author will
outline how the data gathered from the primary research was analysed and
recorded.
The results gathered from the surveys carried out for the purpose of this study
are presented in the sixth chapter with the use of various charts.
The seventh and final chapter of this dissertation discusses the main research
findings and their relevance to the whole purpose of the study. Finally, the
author will give recommendations to companies in relation to Internet
advertising and highlights the immense importance of this growing medium.
4
“The Internet has been described as the most revolutionary development
since the invention of the motor car or the telephone”,
(Aughney, J & Plenderleith, J; 1997).
5
CHAPTER 1
The Internet
Introduction
This phenomenon is significantly altering the way the world communicates;
gathers information and more significantly the way companies do business.
Firstly, in order to gain total understanding of this huge technological
advancement it is imperative to discuss its origin in the 1960’s and review its
progress right through into the 80’s and 90’s.
Secondly, it is necessary that one is aware of the resources available on the
Internet, how exactly they function and their specific uses.
6
Understanding the history of the Internet is paramount to understanding what
is happening today on the Internet.
Customs, rules, and many layers of
technical protocols were designed with goals and objectives of the sponsors
and inhabitants of the original networks.(Ellsworth J.H, and Ellsworth M.V,
1994). While the Internet is changing rapidly now, it is still a product of this
history.
In simple terms, the Internet allows millions of people all over the world to
communicate and to share. Thus the Internet is more than a computer network
or an information service.
The Internet is the first global forum and the first global library (Hahn H, and
Stout H, 1994). The Internet never closes moreover no matter who you are
you are always welcome. You will never be excluded for wearing the wrong
clothes, having the wrong coloured skin, being the wrong religion, or not
having enough money.
Although we would like to think that there is a grand plan for the design,
implementation and expansion of the Internet, in fact it has happened over
time almost by accident.
The early network experience was primarily with local area^ networks
(LAN’s). Wide area networks (WAN’s) that connect other networks were
much less successful. (McLaren, B.J. 1997).
7
1.1
Origin of the Internet
The Internet was conceived in 1969 by the American Defence Department
when the Cold War and the Vietnam War were causing civil unrest. It was an
experiment in how to design a network which could still function even if one
part were to be destroyed by, say, a bomb attack, terrorist activity, an
earthquake or simply someone cutting through a cable.
It was called the
Advanced Research Project Agency (ARPAnet). (Shelley, J, 1996).
Shortly afterwards another Wide Area Network was established in order to
create a communication link between researchers. Called CSnet, this network
was instrumental in bringing institutions of all sizes together electronically.
Enthusiastic professors and students using CSnet were an important factor in
accomplishing the implementation of the full Internet at many campuses.
The late 805s saw the development of the NSF Net system commissioned by
the National Science Foundation, an agency of the American government.
This foundation funded five supercomputer centres at the major universities
with the intention of making the resources at these centres available for
scholarly research elsewhere.
y In order to make this connection NSF built their own network, after being
denied use of ARPAnets communication, based on ARPAnet technology,
consisting of five sites linked by telephone lines and operating at 56,000 bits
per second.
In order to connect outlying centres, the foundation created regional network
centres, which were linked together in a chain formation. These were then
linked to one of the five main centres enabling any one of the chained links to
communicate with anyone of the computers in the chain as well as with any of
the five main centres.
This was a huge success, now all the data and research available anywhere in
the network could be accessed by regional centres.
But it worked too well and became overloaded. In 1987, Merit Network Inc.
was given a contract to manage and upgrade the network. Faster telephone
lines and faster computers were installed and this process of upgrading has had
to continue to the present day and must do so in the future. (Shelley, J, 1996).
The NSF project was such a success that it funded connection for some other
centres on the sole condition that others were permitted to connect to them.
The Internet was bom.
The Internet may be defined as a system of linked computer networks, world
wide in scope, that facilitate data transfer, electronic mail and newsgroups.
The Internet is a way of connecting computer networks that greatly extends
the reach of each participating system.
A recent EU survey found that over the last number years the increase in
Internet awareness has been dramatic. In 1995 almost 45% of Europeans had
no concept of the Internet, now this figure is 3%. (ICAN).
9
“The Internet is a network of networks.
There are more than 88,000
networks connected to the Internet and more are created every day”.
It is now extended to over 70 countries and accessible by an estimated 20 - 30
million consumers. (McLaren, B.J, 1997), with the rate of a million new
consumers each month. (Pfaffenberger, B, 1997).
1.2
The Internet as a resource
The two principal resources of the Internet are considered to be
•
E-mail
•
The World Wide Web
E-mail
/
Electronic mail, or e-mail as it is more commonly known, is an electronic
cross between letters, telephone calls and faxes.
E-mail is simply an electronic message sent between computers.
It can
include attachments like pictures, document files or even pages form the
World Wide Web.
The message is passed from one computer to another as it travels through the
Internet, with each computer reading its e-mail address and routing it further
until it reaches its destination, where it is stored in a ‘mailbox’.
10
This usually takes only a few minutes, and sometimes only seconds.
(Oliver, P.R.M, & Kantaris, N; 1997).
,
E-mail has several features making it attractive to users.
Firstly, when one types and sends a message, the person at the other end does
not have to be there or have his or her computer switched on to receive a
message.
Asynchronous communication from the Greek word: not at the same time
comes into practice as the receiver can log on to their computer at anytime to
view their mail.
r
A second feature, is the speed of e-mail. One can type and send a message
from anywhere in the world to anywhere in the world in seconds.
The
conventional method of sending a message through post has now become
more commonly known as ‘snail mail’.
And thirdly, one can send any size message to any number of people for the
exact same cost.
Now, with the development of a new protocol, Multi - Purpose Internet Mail
Extensions (MIME), graphics, sounds, spreadsheets and word-processed
documents may be attached to an e-mail message.
Previously the use of
multimedia was not possible with the original Simple Transfer Protocol
(SMTP).
Once you have your computer set up and connected to the Internet, all you
i
need to handle your e-mail is a suitable software programme.
11
There are four main programmes freely available and which may be
downloaded from the Internet.
Two of them are built into the main Web browsers, Netscape and Microsoft
Explorer.
The remaining two programmes are the very commonly used,
Eudora and Pegasus.
“Most Internet users agree that e-mail is the most useful thing that you can
do with the Internet Just about anywhere computers are used, e-mail is
quickly becoming indispensable'9. (Pfaffenberger, B, 1997).
The World Wide Web
Not too long ago, one nearly needed to be a computer expert in order to work
both effectively and efficiently on the Internet.
However, this is not the case today due to the existence of simple packages
hiding all the technicalities employing a concept called the World Wide Web.
(Shelley, J, 1997).
"No from o f electronic communication in history has occurred on the same
scale as rapidly as the Web” (Lewis, P 1994).
12
" The concept o f the World Wide Web dates back to the I960-s. Ted Nelson,
a student at Harvard University, had a vision that one day every citizen
would have instant access to information via computer screens” (Shelley, J,
1997).
The Web did not actually exist until 1989, when it was conceived at the
European Laboratory for Particle Physics in Geneva (Lewis 1994).
The Web was originally a method of distributing text to high-level physicists
across the globe. A few years later, the National Centre for Supercomputing
Applications (NCSA) at the University of Illinois Urbana-Champaign
developed the graphics-based browser Mosaic, upon which most browsers are
based on today.
The World Wide Web, or WWW, is based on the technology called HTML, or
hypertext mark-up language. Hypertext is a method of presenting information
where selected words in the text can be expanded at any time to provide other
information about the word.
These words are actually links to other
documents, which may be text, files, pictures, or sounds. The presentation of
information on the Web is much more friendly than the older, more traditional
methods, and uniform interface provided by Web-browsers which provide for
a user-friendly environment (Rudyk,R 1995).
13
This friendly atmosphere, combined with the ability to use any of the
Internet’s tools within the hypertext culture, has been the catalyst for business
to rush to the Internet in record numbers.
Summary
In conclusion, with the number of people with no concept of the Internet down
by 42%, an estimated access rate of 20 - 30 million people, and web sites
cropping up at one per minute, it is obvious that the Internet has significantly
developed since its conception in the 1960’s, from an experiment of five main
computers to 88,000 networks.
With the World Wide Web and e-mail becoming a natural part of every day
life it is difficult to imagine life without such a medium of communication and
information.
14
“The changes in telecommunications will be immense. Depending, possibly,
on personal income, the average household will be linked by multiple cable
or by radio with an immense variety o f services, bringing people closer
together all over the world There will be a multiple o f TV services available
from all over the world by dialling. With the use o f a large screen people
will have television discussions by telephone as a family party. The home
newspaper, printed by magnetic characters, made available by dialling
different numbers might emerge.
There will be a very elaborate adult
education service available on every conceivable subject Records might be
superfluous as it might be possible to hear almost any music or even to see it
being played, by dialling code numbers9\
This vision was put forward in 1967 by Erskine Childers during his time as
Minister for Transport, Power, Posts and Telegraphs. This thirty two-year-old
prediction prior to the conception of the Internet is today becoming a reality.
15
'
CHAPTER 2
Ireland and the Internet
Introduction
The number of people with Internet access will quadruple by 2005 according
to an Internet Market Forecast released by Ovum on the Global Growth of the
Internet between 1998 and the year 2000.
The report predicts that by the year 2005 there will be “206 million dial-up
connections and 17.5 million permanent connections world wide"
(Irish Marketing an Advertising Journal; 20).
In this chapter the author will give statistics from Irish surveys on the Internet
and their predictions for the future of this network in Ireland. Also, details
will be given on the Internet Service Providers in Ireland.
16
“The Internet is about to experience unprecedented growth ",
(Irish Marketing and Advertising Journal; 20).
There are approximately 200,000 people in Ireland accessing the Internet.
However in the next six years this figure is set to increase to between 750,000
and 1 million people. (Irish Marketing Journal, 10/1998; 30).
Prediction for the number of people in Ireland
with access to the web
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Figure 1
2.1
Internet Surveys
The Irish Internet Association (HA) released the following results from its
online survey carried out in October 1998.
The average age of Internet users in Ireland was 32, with 69% of users being
male 31% female with an average income of £34,800. 45% of those surveyed
had been using the Internet for one to three years.
17
A third survey was released by the IIA in January 1999 giving more details of
Internet usage in Ireland.
This survey recorded an increase of 2% in the
number of females accessing the Internet, from 31% to 33%.
In relation to online advertising 76% of respondents occasionally click on
banner advertisements showing that this is indeed an attractive form of
advertising. This survey indicates a 7% increase in those who have already
purchased goods online from 29% in February 1998 to 36% in October 1998
showing the growth and acceptability of E-Commerce in Ireland. 87% of
those who did purchase online were content and intend to do so again in the
future.
It is predicted that the amount of money spent by Irish companies on Internet
advertising is set to soar during the next year.
Internet advertising spent in Ireland
..:
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Figure 2
(Irish Marketing and Advertising Journal, 10/1998;30).
18
Another survey of this kind the Midas-Net survey showed that there was an
increase of 14%, from 74% to 88% in the number of the Top fifty companies
with an Internet connection from March 1997 to October 1998.
In relation to the Irish Internet Service Providers, 56% of Irish owned
companies are connected to Ireland online, 14% to Telecom Eireann Internet,
12% use Ireland’s Indigo Service Provider and 8% use the most recent entrant
to this market, ESAT.
\
2.2
Internet Service Providers in Ireland
Internet Service Provider's Irish
market Share
Mown company
connection
H Telecom Internet
(3 Indigo
□ ESATNet
IS Ireland Online
Figure 3
(Irish Marketing and Advertising Journal, 01/1999; 20)
19
In relation to those companies who have their own website, there was an
increase of 18.7%, from 42% to 60.7% with 10.8% of these companies using
their website as a means of advertising and for public relations.
On the other hand 39.3% of those companies surveyed did not have a website
but 31.5% were currently constructing one and 12.3% planned to have a
presence on the web by next year.
Summary
As the Internet grows, the vision put forward by Erskine Childers as far back
as 1967 is today becoming clear.
With Internet usage both in private homes and companies rapidly increasing it
is evident that the predictions for the year 2000 onwards are realistic.
More importantly, the prediction that Irish companies are set to spend an
increasing amount of money on Internet advertising illustrates the fact that
companies are realising the potential of the Internet as an advertising medium.
20
“Computers will soon be in 80 per cent o f American homes. Smart
companies are jumping on the Internet bandwagon, using it as a research
tool, a communications tool and a selling tool Marketing will never be the
same again”
(Kotler, P, 1996).
21
CHAPTER 3
Advertising on the Internet
Introduction
The Internet is an easily implemented marketing tool that businesses, if they
have not already, should and will establish and implement into their marketing
programmes.
It must be presented to marketers as a successful, dominant marketing tool as
we enter the twenty first century.
Advertising is a principal part of companies marketing strategy. Traditionally,
companies use methodssuch as television, radio, magazines and newspapers.
However, the Internet
presents a new and more effective method of
advertising.
In this fourth chapter
the author will discuss the methods of Internet
advertising available to
companies, the new developments, their objectives
and their advantages.
22
The world online “refers to the ability to instantly access database information
from your computer”. (L.Keeler, 1997; 1).
Internet Advertising otherwise known as Online Advertising is the placing of
advertisements on the network of networks, the Internet.
3.1
Methods of Online Advertising
V
There are two main methods of online advertising which are widely used by
advertisers.
1). WebSites
A website is defined as:
In the World Wide Web, a computer system that runs a Web server, and has
been set up for publishing documents on the Web. (Pfaffenberger, B, 1998).
\
When the World Wide Web was first discovered as a marketing tool, the
website was considered to consist of company’s advertisements, their brochure
and their store.
A huge array of information is offered by a website such as customer service,
product promotion, sales details and company feedback. (Janal, D.S, 1998).
“A website is remarkably like a baby.... It needs a lot of time, attention,
nurturing.... Once it grows up though it could support your company, in a
future that we do not yet fully.comprehend". (Little Red Book; 34)
23
Along with creative graphics and clever writing a company implements a
business strategy when creating a website. (Janal, D.S, 1998)
The mission of a website is “ to provide information in an entertaining and
interactive manner that helps to not only make a sale but create a customer
for life". (Janal D.S, 371).
A home page is the opening page of a company’s website. In this precise
location a company can display a large quantity of information. Companies
who wish to give consumers more information may create additional
webpages connected to their homepage creating a whole website.
(Janal, D.S, 1998).
Advertisers design their websites with relevant and interesting content, which
attracts and persuades consumers into becoming interested in their company
and its products.
2). Banner Advertising
“Banner advertisements are advertisements that companies buy and place
on other companies advertising vehicles, such as search engines, chat
rooms, online magazines, and websites".
(Janal, D.S, 1998; 189).
24
They are called banner advertisements because of their rectangular shape. The
advertisements vary in size, colour and picture and may be placed at the top or
the bottom of a screen.
Banner advertisements may be either static or interactive.
In relation to static banner advertising, a restricted place is allocated, where
the advertiser must place a small but effective advertisement.
On the other hand, interactive banner advertisements are linked to the
advertising company’s information whether it is a home page or another page
giving the consumer additional information and an offer on their products.
With this method of online advertising, companies are able to create targeted
messages for specific groups attracted to their products. (Janal, D.S, 1998).
“Banner advertisements are instantly accountable, they build brand
awareness and nearly all sites will accept them. They have animation, they
are massively targetable and you can integrate them with off-line
promotions”. (Little Red Book, 1998; 34).
3.2
New developments in Internet advertising
Aside from websites and banner advertisements, there are other methods of
online advertising being used by companies.
These are:
•
Keywords
•
Interstitials or Intermercials
•
Push Technologies or Webcasting
•
Coupons
(Janal, D.S, 1998).
1). Keywords
Keywords on search engines can be bought by advertisers as a method of
increasing the exposure of their company.
The consumer types in a keyword, a banner advertisement, which is connected
to a specific page on a specific website, appears and the consumer can then
click on this advertisement to reveal related information and companies.
This is a great concept because users are identifying themselves as being in the
market for these products at the time. This is one of the great advantages of
advertising on the Internet. (Janal, D.S, 1998).
2). Interstitials or Intermercials
Interstitials originated in 1997 but have yet to become a widely used online
advertising method.
“Art Interstitial advertisement is one that pops up when the user loads a new
page". (Janal, D.S, 202).
26
A
Therefore as soon as the individual clicks to link to a new page, this
advertisement appears until thenew page is loaded.
A software publishing company, who uses this advertising technique,
Berkeley Systems, believe that this method generates “higher brand recall
than online banners and are more effective than traditional media such as
television and print”. (Janal, D.S, 1998; 202)
I
3). Push technologies or Webcasting
t
This method requires consumers to subscribe to channels, which are published
by advertisers. Information and advertisements are then regularly sent out to
the consumers by the advertiser.
For example one can “subscribe to a news channel and read the business
news updates.... Along with the news, comes advertisements...
(Janal, D.S,
1998; 203). The publisher may ask the customer to list their interests so they
can then send them out specific targeted advertisements.
4). E-Coupons
This online advertising method involves companies placing coupons on their
website which clients can print and use in the company’s real life store. This
method can have advantages as it attracts customers to both your website and
your physical store. It builds brand awareness and encourages the public to
>
sample your products.
t
27
Consumers are able to search for the coupons, which interest them by product
type, brand or manufacturer. Companies, which do not have a web presence,
i.e. a website, can even publish coupons online. (Janal,D.S, 1998).
"These strategies ensure that only customers who want your coupon will
receive it This is a great way to implement one-to-one marketing” (Janal,
D.S, 1998).
3.3
Objectives of Internet Advertising
Internet advertising can be used to achieve four basic objectives:
1). Brand Awareness
Companies are now able to make the world aware of their products and
compete in international markets.
2). Increase Visitors To Your Website
Internet advertisements help in steering consumers to your website, where
they can be educated about your companies5 products and services.
3). Develop Qualified Leads
Your website with elaborate words and graphics can entice prospective buyers
to do business with your company.
28
4). Conduct Sales
As your prospective buyers become more interested in your company and your
products, you can close sales online.
(Janal, D.S, 1998)
3.4
Advantages of Internet advertising
1). Rapid Presentation
It may take weeks or even months to run an advertisement in a business
journal or magazine. However, an online advertisement can be displayed the
same day you create it. Your message gets straight to your consumer without
any delay and quicker than your competitors.
2). Easy Modifications
It can be very time consuming when trying to make changes to a colour
advertisement or a direct-mail piece. On the other hand making changes to an
online advertisement is quite quick and easy. All that is involved is typing in a
new message or positioning a new graphic on the digital page.
29
3). Buyer Involvement
Print and direct mail advertisements can include involvement devices like
coupons and free phone numbers, which can be used by prospective clients to
obtain more information. However an online advertisement offers much more
to involve the buyer. They offer many levels of information, which can be
selected from a menu They can select the information, which is of interest to
them, and retrieve it immediately.
4). No limits on space of time
Internet advertising does not have the space limitations that other media such
as television, radio or newspapers have. There can be as much or as little
information as possible in the advertisement, it does not matter how many
people see it or how long it lasts.
5). Low Cost
The most expensive part of online advertising is actually getting your
advertisement online, once it is published, it does not cost very much to
continue or maintain. Whereas one must pay a fee for placing an
advertisement in a magazine or newspaper on a continuous basis.
30
I
Summary
As an advertising medium, the Internet offers various opportunities to
companies.
From websites to e-coupons, advertisers are presented with
unique methods of advertising their products or services. The objectives and
numerous advantages of this medium differentiate the Internet from the
traditional methods and provide incentives to companies to integrate it into
their advertising strategy.
(
/
31
CHAPTER 4
Traditional media
Versus
The Internet
Introduction
For this study, it is imperative to define traditional media and outline the
difference between this and Internet (Online) advertising.
In this chapter, the author will define traditional media and compare both in
order to highlight the effectiveness of the Internet as an advertising medium.
4.1
Traditional Media
Traditional advertising is defined as "a paid form o f non-personal
communication that is transmitted through mass media such as television,
radio, newspapers, magazines, direct mail, public transport vehicles and
outdoor displays"
(Dibb, Simkin, Pride and Ferrell, 1994; 402).
Some advertising informs, persuades or entertains, some of it bores or even
insults.
However, this is no longer the case since the development of Internet
Advertising otherwise known as Online Advertising.
32
4.2
Internet Advertising
Internet (online) advertising is becoming the medium of the future. According
to Forrester Research (1997), companies will spend an estimated $2.2 billion a
year to advertise on the Internet by the year 2000.
“Advertising is a $300 billion world wide industry that, until now has been
mainly a one-way street, with consumers passively absorbing advertising
messages. Advertisers hoped that potential buyers would remember their
slogan or jingle long enough to make a trip to the store and purchase the
product
That is changing with the advent o f interactivity.
Interactivity turns the traditional concept o f advertising upside down by
\
putting the buyer in the driver’s seat
Interactivity allows consumers to.
■^
increase their control over the buying process. Given the opportunity, w ell
be more selective about the kind o f information we chose to receive.
Interactivity gives us that option"
(Keeler, L, 1995; 168).
This is exactly what Internet advertising is----- Interactive,
“Interactive advertising is as different from traditional advertising as TV
commercials are different from radio commercials”.
33
“At its very best, a 30-second commercial on TV or radio can only begin to
tell a company's story”. (Janal, D.S, 1998; 171).
4.3
What is Interactive Advertising?
PETE Snell, general manager of CKS Interactive in Cupertino, California
defines interactive advertising as “the ability to interact with the source o f the
message you are receiving to either stop the playing o f the message, to divert
it to another area within the message for additional information or to have
the source o f the message respond to your desires" (Janal, D.S, 1998; 172).
This cannot be done with traditional advertising methods.
The purpose of traditional advertising is to make a message heard by as many
people as possible with little expense. Therefore, the advertiser seeks to buy
space in the medium which they are sure will reach their desired audience.
The communication is only one way.
A different strategy is used by the online medium.
Consumers can request information and search for more data if they wish. A
company representative may interact personally via e-mail.
When the
research is complete, the consumer and the company have built up a
relationship, which propels the consumer to take interest in the company and
buy the companies products.
This is a more impressive and successful strategy as the consumer, not the
advertiser, initiated the process.
In relation to the other traditional ,media such as the radio, television and
cable, the Internet has developed at a much quicker rate and reached more
people faster.
N u m b e r o f y e a r s it to ok m a j o r m e d i a to
r e a c h 50 mi l l i on US. h o m e s
I n t e r n e t s e t to a c h i eve by t he y e a r 2 0 0 0
Radio
TV
Cable
I nt er net
Source: McCann, Erickson, Kagan Associates & Morgan Stanley
Figure 4
Is the actual impact o f a website visit comparable to other advertising
communications?
I f efficiency were the only measure, every marketer would use posters or
billboards. TV thrives as a medium in so many nations because it delivers
its message with the impact o f sight, sound and motion.
What can the web do beyond that?
Properly done, a web effort can exceed that impact, pulling users into a site
where they can explore the brand message, and they interact with and learn
about the p r o d u c t (Smith, G, Irish Marketing and Advertising Journal; 23).
35
With the Internet, the balance between the roles of advertising take on an
added dimension, representing the traditional cycle that advertising drives.
Awareness > Purchase Influence > Loyalty > Purchase Influence
By offering a service or information to possible clients prior to purchase can
greatly assist in building product awareness. It is now possible for marketers
to close a deal and conduct a purchase rather than simply influencing the
consumer purchasing decisions.
Through the use of e-mail, marketers can now build up a relationship with the
consumer by talking and listening to them.
The web is an “everyday tool” which means that an ever-growing amount of
time is being spent online. . (Smith, G, Irish Marketing and Advertising
Journal; 23).
This means that if people are spending time on the Internet then they are not
watching television or reading a newspaper or magazine.
The advertiser, the media owner or the editor does not control the Internet, the
individuals control it, and therefore advertisers cannot follow the same
traditional methods. (Irish Marketing and Advertising Journal, 1998).
"The main attribute o f the net is its ability to host and foster a one to one
relationship between individuals or between advertisers and individuals.
36
Something which no other media has managed to achieve”. (Ryan, D, Irish
Marketing and Advertising Journal; 10/98; 30).
Summary
^
Before the birth of the Internet, traditional methods were the only advertising
tools available to companies. Today, companies can reach audiences, compete
in markets and conduct sales that would never have been possible with the
traditional media. As an advertising medium, the Internet possess numerous
advantages and offers revised objectives to companies.
Companies must
advertise their products or services using a method, which is most beneficial to
them, presently that method is the Internet.
37
CHAPTER FIVE
Research Methodology
Introduction
The objective of this chapter is to outline the research methods used by the
author.
The primary research methods that were used to support the information
gathered by the secondary research will be outlined. The reasons as to why
these methods were implemented will also be given along with their
advantages and disadvantages.
In addition the methods of recording and analysing the data collected will be
outlined.
38
5.1
Preliminary Phase
In the preliminary phase of the study, a telephone discussion was held with the
director of an Internet Communications company. This was done in order for
the author to gain some insight into the subject. Also, discussions were held
with a Website designer in order to establish the potential of the research
question.
These discussions assisted in defining/the focus and scope of the study.
Following this, a review was carried out of the literature relevant to the study.
When determining the specific information needs of this dissertation, the
author decided that it was necessary to carry out both primary and secondary
research.
5.2
'
Secondary Data
According to Kinnear and Taylor (1996; 175), “secondary data are already
published data collected for purposes other than the specific research needs
at hand9\ .
The author made use of such data during the course of this research project
and the information gathered can be found in chapters one to four of this
dissertation.
39
At the beginning of the research process the author gathered information from
the following secondary sources. Published books and journals, Periodicals,
Newspapers, Published surveys and Internet articles.
The author made use of secondary sources of research for the following
reasons:
•
It is cost efficient
•
It save time
•
Sources are easy to access
•
They aid in the formulation of the decision problem
•
The data is wide ranging
The second form of research employed by the author is primary research.
5.3
Primary Data
According to Kinnear and Taylor (1996; 143), “primary data are collected
specifically for the research needs at hand"
There are two real alternatives of research design:
a) Observe or survey people or processes
b) Question or survey people about various topics
To survey is to question people and record their responses for analysis.
(Copper, D C, andEmry,C.W, 1995).
40
The survey method of research is associated with quantitative data collection.
Surveys are an efficient, cost effective method of gathering information. With
the use of well chosen, precise questions one can gather the relevant
information needed for the study. Also, this method enables the researcher to
expand geographic coverage, which is not feasible with observation methods.
Observation is a lengthy process, which requires much more time and effort.
This method is not economical and the researcher is limited to the geographic
areas that may be covered.
The author employed a postal questionnaire as the research technique for this
study.
5.4
Pilot Study
The research technique was tested in order to determine any difficulties in its
administration. The questionnaire was given to people known by the author
who had expertise in the area of the research.
The questionnaire was not too long and took 20 minutes to complete. Thei
questions were deemed to be clear and unambiguous and the instructions were
easy to follow.
After the pilot study was complete, the author had to select a population from
which a sample could be drawn.
41
5.5
The Population
“A universe or a population is a group in which all the items or individuals
are singled outfor the study” (Kane, 1997; 90).
The population chosen by the author for the purpose of this research paper was
advertising agencies and advertisers in Ireland. The author decided upon all
agencies which were registered members of the Institute of Advertising
Practitioners in Ireland (IAPI). This consisted of a list of thirty-five agencies
spread throughout the country. This population was chosen as these agencies
represent a large group in Ireland with the highest volume of expenditure.
The author acquired a list of the top one hundred advertises in Ireland in order
to chose the companies to survey. The author omitted six organisations from
this list, as they were not perceived to be relevant advertising companies. This
population was chosen as the author wished to survey companies who placed
importance on advertising and did so regularly. Therefore this list was an
ideal population to. chose from.
Both of these lists were obtained from The Institute of Advertising
Practitioners in Ireland, which is located in Dublin.
42
5.6
Sampling
“Sampling techniques provide a range o f methods that enable you to reduce
the amount o f data you need to collect by considering only data from a sub­
group rather than all possible cases" (Saunders, Lewis and Thornhill, 1997;
124).
Sampling techniques are divided into two types:
a) probability or representative sampling
b) non-probability or judgmental sampling
In probability samples, the probability of each case being chosen from the
population is known and each case has an equal chance of being selected.
Five main techniques can be used to select a probability sample:
simple random, systematic sampling, stratified sampling, cluster
sampling and multi-stage sampling.
With non-probability samples, the probability of each case being selected is
unknown.
Non-probability techniques include:
® Quota sampling
•
Purposive sampling
•
Snowball sampling
•
Self-selection sampling
43
•
Convenience sampling
According to Saunders, Lewis and Thornhill, 1997, a census is when the
researcher collects and analyses data from each case or group.
The author decided to employ both the probability sampling methods and the
census method of sampling.
5.7
The Sample
The author chose the census method in surveying the advertising agencies as it
was a limited list of thirty-five agencies, which was a feasible number.
The advantage of employing this method was that none of the agencies in this
group were left out. Data was collected form all of the agencies making the
information collected more valid and relevant.
In relation to the advertisers, the author decided to implement probability
sampling and chose the technique of random sampling. According to Judd,
Smith and Kiddler, 1991; 136, random sampling is “selected by a process that
not only gives each element in the population an equal chance o f being
included in the sample but also makes the selection o f every possible
combination o f the desired number o f cases equally likely9\
44
The author chose every second company from the list of the Top one hundred
advertisers in Ireland.
This method was chosen as the author deemed it to be a fair and simple
i
method and it was not feasible both from the point of view of time and in
relation to expenses to survey the entire list.
The advantage of this method was it allowed the author to cover a large
geographical area. It was also both a cost and time efficient method.
I
5.8
The Survey
The method used for the collection of primary data for this dissertation was a
postal survey.
Postal surveys involve sending a cover letter stating the purpose of the survey
and a questionnaire to a specific person or address.
The author chose this method of survey for various reasons.
Postal survey is the least expensive of the survey methods. It is also""a time
efficient method, which allows for a wide geographical spread.
However, there are some disadvantages, which had to be considered when
deciding on this method.
j
Response bias may occur in postal surveys when there are a greater number of
respondents from one group.
Respondents can decide not to answer the
questionnaire due to its length and complexity. Also, respondents may fill in
the correct option or an adequate amount of information where necessary.
>
A
The author overcame the problem of response bias by enclosing a detailed
cover letter and by stressing the importance of the study. The cover letter
stated that the questionnaire would take 20 minutes to complete. The layout of
the questionnaire was simple, with understandable questions and instructions.
The author allocated adequate space where the respondent was required to
give their personal views or when the respondent wished to choose the ‘other’
option.
5.9
Questionnaire Design
" A questionnaire is a formalised schedule for collecting data from
r e s p o n d e n ts (Kinnear and Taylor, 1996; 353).
Questionnaires may measure
a)
Past behaviour
b)
Attitudes
c)
Respondent Characteristics
The author compiled two slightly different questionnaires for the samples
chosen.
The questionnaire must be designed so that the questions measure what the
researcher intends to measure. Questionnaire design is important, as it will
effect the validity and preciseness of the results.
46
The author designed the questionnaire by employing four types of questions.
1. Open-ended questions
2. Multiple chose questions
3. Dichotomous questions
4. Scale questions
“An open-ended question requires the respondent to provide their own
answers to the question". (Kinnear and Taylor, 1996; 360).
The author employed this type of question as it allowed the respondent to
express their views without being influenced by a given set of responses and
to gain their co-operation in answering more specific questions.
With the use of multiple chose questions the respondents were invited to chose
one answer from a provided list of answers.
In order to assist the respondent in completing the questionnaire the author
used these types of questions, as they are both time efficient and easy to
answer.
The same can be said for Dichotomous questions which are an extreme form
of multiple chose question but only give the respondents two alternatives to
chose from.
“Scale or rating questions are often used to collect attitude and belief data".
(Saunders,M, Lewis, P, and Thornhill, A, 1997; 259).
47
The author approached these questions by administering the Likert-Scale,
which enabled the author to determine the exact attitudes of each respondent.
The general purpose of the questions was to establish:
•
Awareness of the Internet as an advertising tool
•
Whether it is widely used
•
Views of both advertising agencies and advertisers in Ireland on its general
effectiveness and its effectiveness over traditional methods.
5.10 Recording Results
The author provided boxes and lines for the respondents to reply to the
questions. The respondent was instructed to tick one box only and to insure
that it was the appropriate one.
Where the respondent was required to give their personal views, an adequate
number of lines were provided on the questionnaire.
The author requested the companies to complete and return the questionnaire
within ten days. The questionnaires were promptly returnedto the author.
Ten advertising agencies from the chosen sample replied and sixteen of the
chosen advertisers replied. The author used the ten-day deadline as a cut off
point and disregarded all questionnaires, which were received after this date.
48
5.11 Research Analysis
The author decided to analyse ten agencies and the same number of
advertisers. This is an even number and made it relatively easy to analyse and
to record the raw data. ^
^
The author analysed each question from both of the questionnaires by
calculating the number of respondents, converting this number into a
percentage and illustrating the results with a variety of charts.
/
49
CHAPTER 6
Research Findings
Introduction
The purpose of this chapter is to present the findings of the postal
questionnaires. The results of the questionnaires will dominate this chapter.
The results are presented following the format whereby the question is
presented as in the questionnaire and a chart, which will show the raw data,
follows this. After each chart, there will be brief explanations of the results.
This chapter is divided into Section A and Section B. Section A contains the
results of the questionnaires answered by the selected advertising agencies and
Section B contains the data collected from those questionnaires answered by
the selected advertising companies in Ireland.
50
Section A
Advertising Agencies
Question one
Please specify your role in the organisation?
This question was asked in order to be aware who was completing the
questionnaire and to establish which department with the agency that Internet
advertising was considered to be under. It was important that a person with the
relevant information and knowledge, making the results answered the
questions and data collected more relevant.
Role W ithin T h e O rg a n is a tio n
□ Media Manager
I l C l i e n t S e r v ic e s
□ Managing
Director
Figure 5
It is clear form the results that the media department o f the agencies surveyed
deals with this subject.
51
Question Two
Please indicate your level o f billings.
In order to establish the size o f the organisation it was imperative to ask the
level o f turnover, the number of employees and in the case o f advertising
agencies, the number of clients . This question and the following two will deal
with these issues.
L e v e l O f B illln
gs
80%
60%
40%
20%
0%
< £
100,00 0
> £
100,000
Figure 6
Over half o f the agencies surveyed had billings o f greater than £100,000 with
only two having less than £100,000.
Question Three
Please indicate your agency’s number o f clients.
N u mb e r Of C l i e n t s
60%
40%
20%
0%
<25
>25
Figure 7
52
r
Six out the ten advertising agencies being analysed had less than twenty-five
clients while four agencies had more than this number.
Question four
N
How many people are employed by your organisation?
i
This was the final question, which was asked in order to establish the
company’s size.
Figure 8
Again, six of the agencies had less than fifty employees, which is quite normal
for an advertising agency as they tend to be considered as small sized
/
j
companies. Only four of these agencies stated that they had greater than fifty
employees.
Overall, in analysing these three questions, the author established that there
was an even amount of both large and small agencies that responded'to the
questionnaire.
53
Question five
Has your agency developed a separate division to handle Internet
advertising?
O f the agencies that replied six out o f ten had developed a separate division
within their organisation to deal with Internet advertising, while four had not.
N u m b e r Of A g e n c y ' s Th at D e v e l o p e d A
S e p a r a t e Divison For Internet A dv e r t i s i ng
Figure 9
Question six
I f you are using the Internet fo r advertising , how effective do you believe it
to be?
Out o f the ten advertising agencies, which answered this questionnaire, five
believed Internet advertising to be very effective, two believed that it is
effective, one very ineffective. Finally, two out o f the ten did not know.
54
How Effective Advertising Agency's Believe The
Internet Is For Advertising
60%
cno/„
DU/o
40%
30%
........................................
:-s„; . f," i ■i1'"!
, : ,r !11
:■
■
. ■,f -i■
■l•«! \... 't•/'' ., . .!■
■
■
■
-'1 ,
j
/, ■}■
', 11 '
,.. ,
,.
. 11
......................................................
□ Very Effective
121Effective
i1
: ■□ Ineffective
20% |
10%
0% ^
I l i l l l
111
anil ■
■
■
□ Very Ineffective
■ Don’t Know
_______________
Figure 10
Question seven
Is your agency aware o f Internet applications fo r advertising , such as:
•
Websites
•
Banner Ads
•
IntermerciaJs
•
Webcasting
Out of the respondents, six out of ten were aware o f Internet applications for
advertising whereas four were not aware o f these applications.
55
Awareness Of Applications For Internet
Advertising
□ Yes
□ No
60%
Figure 11
O f these six respondents who were aware o f these applications, two were
aware o f all o f the applications, one was aware o f Intermercials, the same
number were aware of Banner Ads and two were familiar with Websites.
Awareness Of Specific Applications For
Internet Advertising
20%
15%
10%
5%
Figure 11
56
Question eight
Internet advertising outweighs existing advertising methods?
This question was asked in order to establish how the advertising agencies
view the Internet as a medium in comparison to the existing media such as
television, radio, newspapers and magazines.
Out of the ten respondents being analysed, four strongly agreed with this
statement, while two just agreed .One agency did not know. However, two
disagreed with the notion, with one agency strongly disagreeing with none of
the agency’s chose to have no opinion.
Views On Whether Internet Advertising
Outweighs Existing methods
No Opinion
Strongly Disagree
Disagree
Don’t Know
Agree
Strongly Agree
0%
10%
20%
30%
40%
Figure 13
57
Question nine
What percentage o f your clients currently uses the Internetfor advertising?
The options give in this question were as follows:
0-25%,
25-50%,
50-75%,
75-100%
Four of the companies surveyed said that 0-25% of their clients currently used
the Internet for advertising whereas six said that 25-50% of their clients used
it. None of the companies had either 50-75% or 75-100% of their clients
using the Internet for advertising.
Percentage Of Clients Using The Internet For
Advertising
60%
40%
20 %
0%
0-25%
25-50%
50-75%
Figure 14
58
Question ten
Do you consider the Internet to have advantages over existing advertising
media?
Seven out o f the ten respondents answered yes that they did believe the
Internet has advantages over existing advertising media and three did not
believe it to have.
From the seven out o f ten agencies’ that answered yes to this question, four
believed the fact that the Internet is interactive was an advantage. Two stated
that it was a one to one medium and one said that they believed it helped them
to reach audiences that existing advertising methods does not allow them to
reach.
59
Agencys’ Perceived Advantages Of The Internet
60%
40%
20 %
0%
Wider
Audience
One-One
Interactive
Figure 16
Question eleven
The Internet is the advertising medium o f the future.
The agencies were given several options to choose from in order to answer
this question.
Strongly Agree
Agree
Don’t Know
Disagree
Strongly Disagree
60
J
Out of ten respondents, four of them strongly agreed with this statement while
three just agreed. Two of them did not know, one disagreed and one strongly
disagreed with the statement.
Opi ni on O f A d ve rtis in g Ag e n c i e s On
W h e t h e r The I nt er net Is The Medi um
O f T h e F u tu re
40%
30%
20%
10%
0%
Figurel7
\
61
Section B
Advertisers
Question one
Please specify your role within your organisation.
This question was asked in order to determine whom was answering and what
department this subject was considered to be under in an organisation.
Out of the ten advertisers who answered this questionnaire, one was an
advertising specialist, two were human resource executives and seven were
marketing directors.
Role Within The Organisation
UAdvertisng
Specialists
HHuman Resource
Executive
mMarketing Director
10%
Figure 18
Question two
How many people are employed by your organisation?
The next two questions were asked in order to determine the size of the
organisation.
62
Eight of the ten respondents were large company’s, with greater than fifty
employees while only two are classified as small with less than fifty
employees.
N u m ber of Em p l o y e e s
10 0 %
80 %
60%
40%
20%
0%
< 50
>50
Figure 19
Question three
What type o f media do you predominantly use?
The choices given here were television, radio, newspapers/magazines, outdoor
or other.
Out of the ten respondents, six of them mainly use television while two use
radio. One company used newspapers/magazines and again one used outdoor
methods for advertising.
63
Figure 20
The author has decided to group the following two questions together due to
the similarities of the findings.
Question four
Is your company aware of the Internet?
Eight of the advertisers were significantly aware of the Internet while two
answered that they were aware. The other two options of slightly aware and
not aware at all were not answered at all.
64
Question five
Is your company aware of the Internet as an advertising medium?
The same options as the previous question were given here. Again, eight out
of the ten advertisers answered that they were significantly aware, two were
aware while none of the respondents were either slightly aware or not aware.
Awareness Of The Internet In Organisations
~ — '1
" ''
I llllllS I llillllllll I llilllS llllllllllll
Not Aware At All
!
lis s s
m ill
lilli
:§S!|S;
:llf||£p£
!!I!§P
Slightly. Aware
i S
s* i J * 1i i ;S ki: i p i i w w S
Aware lass
rvj............ -
J..r.,y.^
;! s:=!■i-:i-: :i;:
sh'-;?"'
l i l i 88ll® ilffllillillll
:•v.u!
■
Tliv
Tr;.
... .............................
•.Ki:a
T.3W3fm rv^-ixyr.l;
Significantly Aware
0%
20%
40%
60%
80%
Figure 21
Question six
Has your company developed an Internet advertising strategy?
All of the respondents excluding one answered yes to this question, that they
had developed an Internet advertising strategy.
t
/
/
65
Percentage Of Company's Who Have
Developed An Internet Advertising Strategy
10 %
□ Yes
□ No
90%
Figure 22
O f those nine who answered yes, five had done so two years in 1997, three
developed the strategy last year in 1998 and one organisation developed it this
year, 1999.
Time Of Development Of The Internet
Strategy
11 %
□ 1997
□ 1998
□ 1999
33%
Figure 23
66
The author has chosen to take the nine positive respondents as one hundred
percent, as from here onwards the sample is reduced to nine. Only nine
companies had developed an Internet advertising strategy. Therefore the five
organisations that developed an Internet strategy in 1997 is 56%, there are
three which developed a strategy in 1998, therefore that is 33% and finally one
organisation which did so in 1999 which accounts for 11%.
Question seven
How was your strategy developed?
The two options were in-house or outsourced, out o f the nine that had
developed a strategy, seven had developed it In House while two had
outsourced the development.
D evelop m en t Of The Internet Strategy
2C
□ In-house
□ 0 utsourced
70%
Figure 24
67
Of the nine organisations that had developed an Internet strategy in-house, two
had done so by creating an Internet department within the organisation, one
established a special team.
Three developed the strategy within the organisations marketing department
while one company’s strategy had been developed in the organisations
European headquarters.
Development Of Internet Strategy
In-house
I
European h o
M arketing D e p t E ^ ^ ^ ^ ^ ^ ^
Team
In tem et Dept ^ iii-it-f
^ p
0%
■!$!$!$■!$
:
- .
■
m m
:■l.U'il:
■ ■
^ C. Y '
.
:
,■
■<: ■
w.
-Ilv I-IL, I4*i i1—
c. I - i I : I . In.
n-
10%
20 %
30%
Figure 25
In relation to the two companies that outsourced the development of their
Internet strategy, they both chose to use an advertising agency.
Question eight
Whatfactors contributed to your company's decision to develop an Internet
advertising strategy?
68
Once again, out of the nine respondents that developed an Internet strategy,
two had done so, as they believe the Internet to be an evolving medium.
Four developed a strategy as they view the Internet as an emerging advertising
opportunity, one company developed a strategy in order to satisfy customer
demand. Finally, the factor that contributed to two o f the company’s decision
to develop an Internet advertising strategy was competitive pressures.
Why the Organisations Developed An Internet
Advertising Strategy
□ Evolving
Medium
□ Advertising
Opportunity
□ Customer
Demand
□ Competitive
Pressures
Figure 26
Question nine
What method o f Internet Advertising do you use?
The options given for this question were:
•
Website
•
Webpage
•
Banner Ads
•
Other
69
Five of the nine companies’ stated that they used a Website as a form of
Internet advertising, two said that a Webpage was their method.
While two company’s also chose banner advertising as a method of
advertising on the Internet. None of the companies surveyed chose the other
option.
Methods Of Internet Advertising Used By The
Companies Surveyed
60% iS40% Kills
• >'
20%
:
■-fei
0%
Website Webpage Banner
Ads
Other
Figure 27
Question ten
Was the budget for your Internet advertising higher than your budgetfor
your traditional advertising?
None of the organisations chose the higher options in this question. Therefore,
four of the companies stated that their budget was slightly lower, two said that
it was lower. While the budget of three of the company’s surveyed was
significantly lower.
70
Budget For Internet Advertising Campaign In
Comparison To Budget For Traditional Media
Campaign
Significantly Lower
'
'
-
-
3
■
- ", .
;
~
.. . - I I I
..................................................... ..............,
:SSSf||lji?6i^
..
J]h|:rasi:|:!ii:;:!.
Lower
■
_______
'
. .
i
Slightly Lower
Sam e
Slightly Higher
,-S-r-
................ ,
ri-rtS
j im
...
■■ !;i:jliilllllllllllll«i!mif
jL-X,--- ;____ _
10%
0%
20 %
Higher
,1111
llillll
Significantly Higher
30%
40%
Figure 28
Question eleven
Has your reliance on traditional media decreased since the launch o f your
Internet advertising campaign?
All of the nine companies that had developed an Internet advertising strategy
stated that it had not changed their reliance on traditional media.
71
Question twelve
Overall, what impact do you think that the Internet advertising undertaken
by your company has had on sales?
Four out of the nine companies believed that their Internet advertising
campaign had a very positive effective on their sales, while three stated that it
had a positive effect. One company considered it that it had only a slightly
positive effect and one believed that it had no effect on sales at all. None of
the companies surveyed chose the negative options.
Impact Of Internet Advertising On Sales
Very Negative
Slightly Negative
Negative
No Impact
Slightly Positive
Positive
Very Positive
0%
10%
20%
30%
40%
50%
Figure 29
72
Question thirteen
How effective do you believe Internet advertising to be?
Three companies believed Internet advertising to be very effective, while two
companies stated that it was effective.
However, one of the companies perceived it to be ineffective and three did not
know. None of the nine companies believed that Internet advertising was very
ineffective.
'
Effectiveness Of Internet Advertising As
Perceived By Advertisers
I
□ Very Effective
□ Effective
□ Ineffective
□ Very Ineffective
□ Don't Know
1 1 0 /0
22%
'
Figure 30
Question fourteen
,
Do you believe that the Internet has an advantage over traditional media?
Six of the respondents answered that they did believe the Internet to have an
advantage over traditional media, while three did not believe it to have any
advantages.
73
\
Belief That The Internet Has An Advantage
Over Traditional Media
Figure 31
O f those six who answered yes, two believed that the fact that the Internet was
interactive was an advantage that over traditional media, while another two
companies stated that the Internet reached a wider audience than traditional
media reaches or could ever reach.
one o f those six companies believed that the Internet was a more in depth
method o f advertising. One stated that the Internet was a cheaper medium o f
advertising.
Advantages Of Internet Advertising Over Traditional Media
Figure 32
74
Key Findings
• 60% of the advertising agencies surveyed said that yes, they had developed
a separate division in order to handle Internet advertising
• In relation to the effectiveness of Internet advertising, 70% of the agencies
believed it to have a positive effect with 50% of the advertising company’s
believed it to also be effective
• When asked whether they believe that advertising on the Internet outweighs
existing advertising methods, 60% agreed to some extent with this statement
• 40% of the advertising agencies had between 0-25% of their client base
already using the Internet as an advertising method while 60% had between
25-50% of their clients using this medium.
• 70% of these agencies and 60% of the advertising company’s surveyed
believed that the Internet has advantages over existing advertising media.
• When asked whether they believe that the Internet is the advertising
medium of the future, 70% agreed that it is the advertising medium of the
future, 40% strongly.
75
• 80% of advertisers surveyed were both aware of the Internet and of it as an
advertising medium
• 90% of the advertising company’s had developed an Internet advertising
strategy with 70% of them developing the strategy in-house rather than
outsourcing it’s development.
• 40% of these company’s developed the strategy as they believe that the
Internet is an emerging advertising opportunity
• In relation to the money which advertisers spent on their Internet
advertising campaign, all of those surveyed said that the budget was lower that
their budget for traditional media.
• 80% of the advertisers believed that their Internet campaign had effective
the company sales in a positive way
76
Summary
In this chapter, the author stated each question, which were posed to both
advertising agencies and advertisers in Ireland concerning Internet advertising.
These questions ranged from the effectiveness of Internet advertising to its
advantages over traditional media.
The data collected from the questions was analysed with the use of charts,
which showed the percentage of agencies and advertisers who had answered
the question and in some cases their views.
These results will be further discussed in the preceding chapter.
/
\
77
DISCUSSION
The concept that this study was primarily based upon was that Internet
advertising is not just a medium, which solely compliments the traditional
advertising methods such as television, radio and newspapers but that it is a
medium, which offers much more to the advertiser.
It is evident from the research findings that this is in fact the belief of the
advertising agencies and advertisers surveyed for the purpose of this study.
The literature reviewed indicated that the Internet is the fastest growing media
ever invented and that this phenomenon presents companies with advertising
opportunities that traditional media could never possible offer.
The author established from the research findings that all excluding one of the
advertisers surveyed had actually developed an Internet advertising strategy
and that half of the advertising agencies had created a separate division to deal
with Internet advertising. Therefore it is clear from these results that both of
these groups are quickly realising the huge potential of the Internet as an
advertising medium.
The most documented attribute of Internet advertising is the fact that it is
interactive
78
The consumer can interact with the advertisement by simply clicking on it and
can subsequently find the exact information, which they desire.
To clarify this, over half of the advertisers surveyed believed that this was
indeed the principal advantage of advertising on the Internet and the main
advantage that this medium possess in comparison to traditional methods
where the consumer can only watch, read or simply listen to the
advertisement.
Over half of the agencies believed that Internet advertising outweighs
traditional advertising methods. Both of the groups surveyed believed that
Internet advertising has particular advantages over the existing methods.
The other perceived advantages include the fact that it is a more in-depth, one
to one medium which is capable of reaching wider audiences at a cheaper
price.
In order for the Internet to be more than a complimentary medium it is
imperative that it is a more effective medium. The advantages stated above
already clarify that this is a more effective advertising method. Also, seven
out of the ten advertising agencies and half of the advertisers agreed with this
hypothesis. There is also evidence of the effectiveness of this medium in the
fact that eight of the advertisers believed that their Internet advertising
campaign had positive effect on their company sales.
79
The most surprising aspect of this study was the fact that none of the
advertising companies now rely less on traditional advertising methods since
the launch of their Internet advertising campaign.
However, this is not alarming as the whole area of Internet advertising is really
only in its infancy and this research is looking towards the future of the
Internet as an advertising medium.
The author was interested in establishing the opinion of advertising agencies
on whether they perceived the Internet as the advertising medium of the
future.
Their reaction was extremely positive with seven out of the ten
agreeing with this statement, four of them strongly agreeing.
This result is pleasing to the author as it illustrates that the both advertising
agencies and advertisers in Ireland acknowledge the Internet as an advertising
medium of the future.
80
RECOMMENDATIONS
•
Companies must ensure that they are targeting a market, which is likely to
have Internet access.
This is fast becoming a majority of the market,
which is evident in the survey results in chapter two of this study.
•
Companies must implement a cost/benefit analysis to establish whether
there will be a return on investment and within what period of time. The
advertising companies that responded to the survey stated that their
Internet advertising budget was lower than their budget for their traditional
media advertising campaign. However, the Internet is a cheaper method
giving companies an incentive to integrate it into their marketing strategy.
•
For those companies already employing Information Technology experts,
in-house development of their Internet advertising campaign can be
recommended. These members of staff have detailed knowledge of the
company and it’s products or services and thus can convey this knowledge
onto the Internet advertising strategy.
81
CONCLUSION
In conclusion, the principal and most important recommendation that can be
drawn from this study is for companies to seriously consider the Internet as an
advertising medium for their companies’ products and services.
It is evident from this dissertation that in order to be a serious competitor in
the global market place of the future, it is essential that companies advertise
using a method which is effective and advantageous both from the consumer
and the company’s perspective. And, certainly, without doubt, it is evident
from the research findings illustrated in this dissertation that the medium
which presents these opportunities, is the medium, which is not just a
complimentary medium but is most definitely the advertising medium of the
future----- The Internet.
“Everyone wants to be on the Web today because tomorrow it will be a way
o f life”.
(Cronin, M>; 1997).
82
BIBLIOGRAPHY
Boyle, P., Lloyd, P., (1998), Web-Weaving, Intranets, Extranets and Strategic
Alliances , England: Reed Educational and Professional Publishing Ltd
Brannick, T., Roche, W. (1997) Business Research Methods, Strategies,
Techniques and Sources, Dublin: Oak Tree Press
Computer Technology Research, (1996), The World Wide Web, Strategies and
Opportunities fo r Business, United States of America: Computer Technology
Research Corporation
Cooper, D.C and Emry, C.W., (1995), Business Research Methods , Fifth
edition, United States of America: Irwin Inc
Czaja, R., Blair, J. (1996), Designing Surveys - A Guide to Decisions and
Procedures , London: SAGE Publications Ltd
Dibb, Simkin, Pride and Ferrel, (1994), Marketing, Concepts and Strategies,
second european edition, United States of America: Houghton Mifflin
Company
Dixon, T., Ford, A., (1996), E-mail on the Internet, London: Bernard Babani
(publishing) Ltd
Ellswoth, J.H, and M.V., Ellsworth, (1994), The Internet Business Book, New
York: John Wiley and sons Inc
Hagel, J., Armstrong, A.G., (1997), Net gain, expanding markets through
virtual communities, United States of America: Harvard Business School
Hahn, H. and Stout, (1994), The Internet Complete Reference, Berleley,
California: Osbourne McGraw-Hill
Hussey, J., Hussey, R. (1997), Business Research - A practical guide for
undergraduate and postgraduate students, London: Macmillan Press Ltd
Institute of Advertising Practitioners in Ireland, (1998/ Internet Advertising
The Little Red Book, Dublin: IAPI/ICAN
Janal, D. S., (1998), Online Marketing Handbook, How to promote, advertise
and sell your products and services on the. Internet, 1998 edition, Canada:
John Wiley and sons Inc.
Kane, E., (1987), Doing your own Research , London: Marion Boyers
Publishing
Kantaris, N, Oliver, P.R.M., Understanding and Using the Internet, 1997
edition, United States of America: West Publishing Company
Keeler, L, (1995), Cyber Marketing, United Sates of America, Amacom, The
America Management Association
Keen. P.G.W., Mougayar, W, Torregrona. T, (1998), The Business Internet
and Intranets, A manager’s guide to key terms and concepts, United States of
America: Harvard Business School Press
McLaren, B.J., (1997), Understanding the Internet, 1997 edition, United
States of America: West Publishing Company
Norton, B., Smith, C., (1998), second edition, Understanding Business on the
Internet in a week England: Hodder and Stoughton Educational
O’Connor, J., Galvin, E., (1997), Marketing and Information Technology, The
strategy Application and Implementation o f Information Technology in
Marketing , London: Pitman Publishing
Pfaffenberger, B., (1995), Computer and Internet Dictonary, sixth edition,
United States of America: Que Corporation
Pfaffenberger, B., (1997), Discover the Internet, United States of America:
IDG Books Worldwide, Inc
Plenderleith, J., Aighney, J., (1995), The Ireland guide to the Internet,
/
Dublin;: Urban Dynamics
Saunders, M., Lewis, P., Thornhill, A, (1997), Research Methods fo r Business
Students , London: Pitman Publishing
Shelley, J., (1996), The Internet and World Wide Web explained , England:
Bernard Babani (publishing) Ltd
Journals
i
j
Lewis, P. (1994A “Companies Rush to set up shop in Cyberspace”, The New
York Times, November 2nd
O’Reilly, Aoife, (1999), “Getting there-but slowly”, Irish Marketing and
Advertising Journal, Volume 25, Number 1; 20-21
Ryan, Damien, (1999), “The Intriging Web”, Irish Marketing and Advertising
Journal, Volume 24, Number 24: 30 and 34
v
j
xi
Websites
Internet Communications and Advertising Network, http://www. ican. ie, March
1999
Internet Marketing Resources, http://www.intermarketing.org, October 1998
Irish Internet Association, http;//www.iia.ie, March 1999
Irish Marketing Institute, http://www.imi.ie, February 1999
Jupiter Communications, http://www.jupitercommunications.com , January
1999
The Irish Times, http://www.irish-times. ie, February 1999
Wilson Internet Services, http://www.wilsonweb.com , December 1998
APPENDIX ONE
Cliona Daly
4 Charleston Avenue
Ranelagh
Dublin 6
23 February 1999
Dear Sir / Madam,
Re: Questionnaire on Internet advertising
I am a final year student of the BA in European Business Studies and
Languages at the National College of Ireland. In partial fulfilment of my
fourth year, I am required to compile a thesis, which counts for two subjects of
my final year.
The topic I have chosen is Internet Advertising and my hypothesis is that “the
Internet is more than a complimentary advertising medium for use by both
advertising agencies and advertisers in Ireland” and that it is the advertising
medium of the future.
Your firm was selected to participate in the survey as part of a random sample
and consequently I would be extremely grateful if you could assist me by
completing the enclosed questionnaire.
The questionnaire asks about
knowledge and awareness of the Internet and its effectiveness as an
advertising medium.
The questionnaire is short and will only take about 20 minutes to complete.
The information collected in this survey will be treated in the strictest
confidence and will only be used to produce statistical tables. No reference to
you or your company will be made.
I would very much appreciate your co-operation in this survey. If you have
any queries, or require any further information, I can be contacted at the
following phone number (01) 4911406.
Thanking you in advance.
Yours faithfully,
Cliona Daly
APPENDIX TWO
Questionnaire No.:
Survey on Internet Advertising for Advertising Agencies
Please return the completed questionnaire by March 15 to:
Cliona Daly
4 Charleston Avenue
Ranelagh
Dublin 6
1. Please state your full name.
(This is strictly for checking purposes only and is not for publication).
2. Please specify your role within the media department
Please tick the appropriate box to indicate your preference where necessary
3. Please indicate your organisations level o f billings
< £ 100,000
□
> £ 100,000
□
4. Please indicate your agency’s number of clients
< 25
> 25
□
□
5. How many people are employed by your organisation?
< 50
> 50
□
□
xiv
6. Has your agency developed a separate division to handle Internet advertising?
If yes, what is it called?
7. If you are using Internet advertising, how effective do you believe it to be?
Very Effective Q
Effective Q
Ineffective Q
Very Ineffective O
Don’t
Know □
If you are not, what is your opinion on its effectiveness?
\
✓
8. Is your agency aware of Internet applications for advertising such as
Web Sites
(a computer system that runs a Web server and has
been set up for publishing documents on the Web
Banner Ads
(advertisements that companies buy and place on
other companies advertising vehicles, such as search
engines, chat rooms, online magazines and websites)
Intermercials
(an advertisement which is displayed when the user
loads a new page)
Webcasting
(when consumers subscribe to “channels” published
by advertisers, who send information and ads to the
consumer on a schedule determined by the
consumer)
Yes
□
No
If yes, please specify,
XV
□
9. Internet advertising outweighs existing advertising methods?
Strongly Agree Q
Agree Q
Strongly Disagree Q
Don’t know D Disagree O
No Opinion Q
10. What percentage of your clients use the Internet for advertising?
0-25% □
25-50%
□
50-70%
□
75-100% □
11. Do you consider the Internet to have advantages over existing advertising media?
Yes □
No ■
If yes, please briefly state the advantages,
12. The Internet is the advertising medium of the future?
Strongly Agree Q Agree O
Don’t Know Q Disagree D
Strongly Disagree Q
xvi
APPENDIX THREE
Questionnaire No.:
Survey on Internet Advertising for Advertisers
Please return the completed questionnaire by March 15 to:
Cliona Daly
4 Charleston Avenue
Ranelagh
Dublin 6
1. Please specify your role within your organisation
Please tick the appropriate box to indicate your preference where necessary
2. How many people are employed by your organisation?
<50
>50
□
□
3. What types of traditional media do you mainly use? (Please tick one box only)
Television
Radio
Newspapers / Magazines
Outdoor
Other
Please specify,
d
EH
Cl
D
O
4. Is your company aware of the Internet?
Significantly Aware G
Aware
D
Slightly Aware
D
Not aware at all Q
5. Is your company aware of the Internet as an advertising medium?
Significantly Aware D
Aware O
Slightly Aware Q
Not aware at all Q
6. Has your company developed an Internet advertising strategy?
Yes
□
No
□
If yes, when?
1. How was your strategy developed?
In House
If Yes, by whom?
Q
Out sourced
If yes, where?
□
8. What factors contributed to your company’s decision to develop an Internet
Advertising strategy?
xviii
9. What method of Internet Advertising do you use?
Web Site
Web Page
Banner Ads
Other
Please Specify,
□
□
□
D
10. Was the budget for your Internet advertising higher than your budget for your
traditional advertising?
Significantly Higher Q
Higher Q Slightly Higher Q Same D
Slightly Lower D Lower Q
^
Significantly Lower Q
11. Has your reliance on traditional media decreased since the launch of your
Internet Advertising campaign?
(Please tick one box only)
Significantly Decreased Q
Decreased Q
Slightly Decreased
No Change Q
\
13. How effective do you believe Internet Advertising to be?
Very Effective Q
Effective Q
Ineffective Q
Don't know Q
xix
Very Ineffective D
Q
14. Overall, what impact do you think that the Internet Advertising undertaken by
your company has had on sales? (Please tick one box only)
Very Positive
Very Negative
Q
Slightly Positive
D
No Impact
D
Slightly Negative
D
15. Do you believe that the Internet has an advantage over the traditional media?
Yes
D
No
If yes, please briefly state the advantages, which you believe it to have,
xx
n
D
APPENDIX FOUR
The list of the top one hundred advertisers in Ireland as given by The Institute of
Advertising Practitioners in Ireland (IAPI)
1. Telecom Eireann
2. Proctor & Gamble
3. Guiness Group Sales
4. Dunnes Stores
5. Electricity Supply Board
6. Kelloggs
7. Van den Bergh
8. Mars
9. Showerings
10. Lever Brothers
11. Power City
12. Tesco
13. Bank of Ireland
14. L’Oreal
15. Cadburys
16. Esat Digifone
17. Sherry Fitzgerald
18. Coca-Cola
19. D.I.D
20. AIB Bank
21. Kraft Jacobs Suchard
22. Murphy Brewery
23. Aer Lingus
24. Super Valu
25. Gunne Auctioneers
26. National Diary Council
27. Toyota
28. Whitehall Laboratories
29. Dixons
30. Hamilton Osborne King
31. Compustore
32. Me Donalds
33. Sony
34. Lisney
35. Beecham (Smithkline)
36. Nestle Rowntree
37. Currys
38. Kerry Co-op
39. Irish Permanent
.40. Ford
41. Elida Faberge
42. Polygram
43. PC World
44. Dairygold Food Products
45. Gallaher
46. Cantrell & Cochrane
47. Gilbeys
48. CPC Ireland
49. Nestle Ireland
50. Kimberly-Clark
51. Douglas Newman Good
52. First Active
53. P.J. Carroll
54. Edward Dillion
55. John Player
56. Weetabix
57. Beamish & Crawford
58. Bord Gais Eireann
59. PB Gunne
60. Radio Telefls Eireann
61. Esat Telecom
62. Master Foods
63. Nissan
64. U.I.P
65. Johnson & Johnson
66. Xtra-Vision
67. Ja/Mont (Nokia)
68. Fiat
69. Mitsubishi
70. Independent Newspapers
71. Shell
72. Nestle Cereals
73. Me Ewen
74. Renault Cars
75. Warner
76. Rover Ireland Limited
77. Opel Ireland Limited
78. Colgate Palmolive
79. Superquinn
80. Educational Building Society
81. Warner Lambert
82. Virgin
83. Irish Buscuits
84. Ross Me Parland
85. McVites
86. Irish Distillers
87. Specsavers
88. Champion Sports
89. Amotts
90. Vidal Sassoon
91. Gateway
92. Reckitt & Colman
93. Barrys
94. Grants
This list also contained the following:
%
%
*
%
%
%
Appointments
Small Advertisers
Government Departments
Personal/Special Notices
Miscellaneous Concerts
Medical and Nursing Posts
The above were omitted for the purpose of this study as the author wished to concentrate
solely on advertising companies.
APPENDIX FIVE
The membership list from the Institute of Advertising Practitioners in Ireland
(1999).
Agency Name
Agency Address
All Ireland Media
55 Main Street
Donnybrook, Dublin 4,
Harcourt Centre
50-53 Harcourt Street
Dublin 2
72 Haddington Road
Ballsbridge, Dublin 4
9 Upper Pembroke Street
Dublin 2
57 Waterloo Road, Dublin 4
Brindley House
17 Upper Mount Street, Dublin 2
9 Terminus Mills
Clonskeagh, Dublin 6
6/7 Adelaide Court
Adelaide Road, Dublin 2
41a Blackberry Lane
Rathmines, Dublin 2 _
46 Wellington Road
Ballsbridge, Dublin 4
106 Upper Lesson Street
Dublin 2
3 Christchurch Square
Dublin 8
23 FitzwilHam Place
Dublin 2
70 Upper Lesson Street
Dublin 2
105 Lower baggot Street
Dublin 2
66 Middle Abbey Street
Dublin 1
6 Lower Mount Street
Dublin 2
Castle House, M ain St.
Rathfamham, Dublin 14
Clyde Lane, Ballsbridge,
Dublin 4
7th Floor Ivy Court
6-8 Harcourt Road, Dublin 2
17 Guildford Road
Arks Limited
AFA Advertising
Bates Ireland
The Birchall Company Limited
Brindley Advertising Limited
Campaign HTDS
Campbell Grey & Associates
Cawley Nea Ltd
CDP Associates Limited
CP & A Limited
D D F H & B Limited
Des O ’M eara & Partners Limited
Dimension Limited
Doherty Advertising Ltd
Eason Advertising Service Limited
Gaffney McHugh Advertising Ltd
G.T M edia
The Helme Partnership Ltd
Initiative M edia Dublin
Irish International Ltd
xxiii
Sandymount, Dublin 4
Javelin/Young & Rubicam Ltd
Dawson House,
55 Dawson Street, Dublin 2
McCann Erikson Dublin Ltd
Hambleton House
19/26 Lower Pembroke Street
Dublin 2
Me Connell House
Charlemont Place, Dublin 2
Rock House
2 Main Street
Blackrock, Co.Dublin
52 Northumberland Road
Dublin 4
8-9 Appian Way
Dublin 6
Parker House
13 Adelaide Road, Dublin 2
38 Fitzwilliam Place, Dublin 2
The Black Church
StMary’s Place
Dublin 7
43 Lower Lesson Street
Dublin 2
Killoran House
Catherine Place
Limerick
Nutley, Merrion Road,
Ballsbridge, Dublin 4
64 Lower Lesson Street, Dublin 2
Me Connells Advertising Service Ltd
Media Guilfoyle Communications
Ltd
O’Connor, O’ Sullivan Ltd
Ogilvy & Mather Group
JH Parker & Company Ltd
Peter Owens Ltd
Pierce Media & Advertising Ltd
Quinn, McDonnell, Pattison, Ltd
Southern Advertising
The Media Bureau
Young Advertising Ltd
XXIV