Online advertising has many advantages and disadvantages. The first advantage is that the World Wide Web opens up new communication possibilities for delivering personalized messages to target individuals (Davis 2000, 1 13). By placing [advertisements] on websites related to the specific interests of the target market, it should arouse interest and further speculation. Online advertising can achieve target marketing, message customization, information access, sales potential, creativity, exposure and speed.
Secondly, online advertising has the ability to reach a global audience quickly. This makes extensive exposure possible, which is an important feature of online advertising and a major reason for its success.
Thirdly, in the electronic environment, marketers have taken on new possibilities of implementing traditional marketing strategies, which has promoted a higher chance of creating synergy. Janal (1995,47) mentioned that the Internet provides the best multimedia tool to present information through the hypermedia environment of the World Wide Web. As further explained, it is a place where marketers can show their information with pictures, animations, sounds and texts. In fact, the power of the Internet has had an impact on many forms of advertising. This can be seen from many online tools on today's websites, such as banners, rich media, international advertisements and interactive broadband advertisements. These are various online advertising tools that advertisers have been using, aiming at developing exciting, interactive and eye-catching advertisements, attracting consumers' attention and increasing their brand or online sales. Strauss and Frost (1999,202) pointed out that the great advantage of the network is to directly respond to advertisements and the unique opportunity of two-way communication with consumers by using the Internet. Putting advertisements in this environment will provide unique interactive opportunities for advertisements. The interactive ability of "online advertising" provides a key advantage for suppliers to establish and maintain dialogue with customers (Janal1995,269).
The creative opportunities of online advertising are infinite. On the other hand, IAB (2005) drafted a set of 28 reasons for using interactive advertising, which summarized the advantages of interactive advertising. In this list, it provides 28 points about the potential use of the Internet by marketers, and corresponds to 28 ways to measure performance.
shortcomings
Even companies that advertise online have many advantages, but they also have some disadvantages. The shortcomings of online advertising include: measurement problems, audience characteristics, network confusion, confusion, potential deception, cost, limited production quality, poor coverage and lack of intrusiveness.