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Why to advertise on the Internet

Why would you like to advertise on Internet

The dancing society is, in some parts, rather conservative, and asks itself a major question: "Why should we advertise on the Internet, when we spend so much on other forms of advertising anyway?"

The answer has been explained very well by Jon Harmon (The Ford Motor Co. Spokesman):

"The Ford Motor Co. will spend 15 percent, conservatively, of its ad budget for the Fusion midsize sedan, which will be introduced in November, on online ads. We have young customer targets, in their 20s and 30s, and the Internet is perfect for that"

The same arguments apply to the dancing industry, where the majority of customers is in their 20s and 30s, either dancers themselves or parents of younger dancers.

Is there a future in Internet advertising? We say yes. To show our point, we would like to quote several facts and numbers taken from the NBC website (the quoted figures are just the USA's share in the world wide advertising market):

  • Internet advertising, which slumped to just $6 billion in 2002 from more than $8 billion in 2000, has rebounded dramatically and is expected to grow 34 percent in 2005 to nearly $13 billion.
  • While the Internet is still just a small fraction of the $60 billion market for television advertising, the rapid growth makes the sector a bright spot in an otherwise mature market that is suffering this year from a sluggishness
  • James Rutherford, the executive vice president of Veronis Suhler Stevenson, an investment bank, said marketers are being attracted in part by new ad presentations that are far more sophisticated and compelling than the static banner ads of yore.
  • Veronis Suhler estimates Internet advertising will grow at an average 24 percent a year over the next five years, compared with just 7 percent for the advertising industry overall and 4 percent for network television.
  • By 2009 online advertisers will pay $28 billion nationwide, more than consumer magazines will generate from advertising and circulation combined, Rutherford said.
  • Greg Stern, CEO of the Sausalito ad agency Butler, Shine, Stern & Partners, said, "In terms of advertising, the Internet has overcome the stigma of irresponsibility garnered during the dot-com heyday. It is an effective medium with clear accountability and measurement. As it matures as an advertising medium, the Internet provides the opportunity to effectively reach a range of customers."

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