Research Paper WRTG. Use of Internet in Advertising
WRTG 101 Writing Assignment #3: Research-Supported Essay Writing Assignment #3 will be a research-supported essay. Courses that fulfill the General Education Requirements (GERs) at UMUC all have a common theme—technological transformations. In following this theme throughout this semester in WRTG 101, we have read the analyses of various authors on innovations and technological transformations in education and in other fields. In this essay, you will continue this theme of technological transformations. You have two choices for your essay topic. Please choose one of the two choices. Please note that both choices are identical to the choices you had for writing assignment #2, the cause-effect essay. You may write on the same topic that you wrote on for writing assignment #2, but, if you do, you will want to adjust the topic in any way your instructor directs you. In addition, of course, you will expand on the number of sources you use to defend your argument. 1. TECHNOLOGY AND EDUCATION Analyze the impact of a particular trend in technology on education. Our discussions in the class up to this point might be helpful for you as you consider ideas for this topic. You might analyze any one of the following. These are just examples. Many approaches are possible for this topic. a) The potential impact of Massive Open Online Courses (MOOCs) on higher education. You might focus on a particular field of study for this choice. b) The impact of online courses on education. You might focus on a particular field of study for this choice. c) The impact of digital media on online courses d) The impact of the computer on writing courses or courses in other disciplines e) The impact of certain forms of technology on reading skills or reading habits f) Whether video games should be introduced into schools and used to help educate students 2. TECHNOLOGY AND YOUR FIELD OF STUDY Analyze the impact of technology on a field of study of your choice. This option represents a more general approach to the essay. Some examples might be the following. These are just examples. Many approaches are possible for this topic. a. The impact of mobile devices on cybersecurity b. The impact of the Internet on the field of advertising c. The impact of cloud computing on a particular business field d. The impact of the Internet in an area of communication studies e. The impact of the Internet on global marketing strategies f. The impact of a particular type of technology on health care Outline for the essay The essay should have the following elements: • an engaging introductory paragraph. You might even want to cite sources in the opening paragraph to make your opening engaging to the reader. • an effective and clear thesis statement • a statement of definitions and background on the topic on which you are writing. o You will want to define any terms necessary for the reader. o You may want to provide a historical background on your topic. • unified, supported, and coherent body paragraphs that defend the thesis • sources cited throughout the body paragraphs that support the arguments in the paper • an effective conclusion • a “references” page that lists the sources cited. The references should be listed in APA format. The sources and citation format for this essay You are required to use at least six sources for this essay. At least four sources must be acquired through the databases subscribed to by UMUC’s Information and Library Services. In addition, at least three sources are to come from scholarly journals. Keep in mind that if the sources are scholarly, the argument you make in the paper will be more persuasive. For this reason, feel free to use all scholarly sources if you can. In addition, please feel free to cite more than six sources. You may find that seven or eight sources (or more) are necessary to establish your argument and defend your thesis. Please do not feel limited to using only six sources. Use more if you would like to or need to. Please cite your sources and list them at the end of your paper using APA format. Length: 1300-1500 words The strategy for this essay: This essay can be a persuasive essay, in which you try to persuade the reader of a particular position. Or it can be an expository essay that synthesizes material, an essay in which you give information to the reader and synthesize the different viewpoints on an issue. The following examples help illustrate these two approaches. For a persuasive essay, you could take the position that video games should be integrated into school science curricula to teach middle school students. You would cite articles that demonstrate research studies and other pieces of evidence to support the claim that video games can enhance instruction in science classes and will help middle school students learn science more effectively. If you write a persuasive essay, please follow one of the following three options for organization: • Classical (deductive) approach • Inductive approach • Refutation approach More information on these three styles is given in the following video tutorial: http://info(dot)umuc(dot)edu/academicwrtg/WRTG101_101S/wa3_lecture_f.html For an expository essay, you could synthesize information on this topic, one that summarizes and analyzes the evidence for and against using video games in school curricula.
Use of Internet in Advertising
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Use of Internet in Advertising
Advertising refers to a type of communication through which the audience or consumers are persuaded to take some action (Brown, 2006). It is a medium for showcasing a product; its features are that consumers may get the urge to buy it. Online adverting also referred to as internet advertising, uses the Internet to deliver promotional marketing messages to consumers (Evans, 2009). It includes email marketing, search engine marketing, social media marketing, many types of display advertising such as web banner and the mobile advertising. Online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content (Yen, 2014). In addition, other parties that may be involved includes advertising agents who help generate and place the advertisement copy, an advertisement server who technology delivers the advertisement and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser (Roesler, 2013). Online advertisement is a large business which growing rapidly in this era of technology development.
Advertisement has had traditional forms starting with print media comprising newspapers, magazines, fliers and leaflets apart from outdoor advertising which covers hoardings and billboards and broadcast advertising which includes television and radio (Rognerud, 2008). Online advertisement was not allowed in the early days of the Internet by the profit making institutions. The electronic mail was the earliest and widely published form of online advertising. Despite the prevailing acceptable use policies, the electronic mail marketing rapidly expanded and eventually became known as spam (Robbin, 1999). Online banner advertisement began in the early 1990s as page owners sought additional revenue streams to support their content (Francisco, 2006). Currently, the advertising companies have sought to merge their advertising messages into editorial content or valuable services such as Coca Cola's online magazines and Nike's free publications for performance tracking for performance tracking. Moreover, advertisers are also embracing social media and mobile advertising which is growing at a high rate. For instance, mobile advertising spending has grown by about 90% each year from 2010 to 2013 (Evans, 2009).
Advertising products and services through the internet are more effective and efficient for surely it saves on a lot of time and cost (Yen, 2014). Advertisement are immediately published which is not limited by time or any geographical boundaries, hence reaching global consumers at large. This way of advertising has brought business to the finger tips by which a product can be viewed, liked, order placed and even paid online (Roesler, 2013). This reduces the operation and travel cost and its efficient since it opens traders to a wide region of trading.
Internet advertising gives the advertiser the scope to measure the effectiveness of the advertisement as well (Sindell, 2000). The advertiser can have a sound knowledge of how many times the advertisement given by him or her is clicked and how many visitors are visiting the site and even making a purchase through the internet. Moreover, big names such as Google and Yahoo have taken advertising through the internet to a different level. By charging advertisers for the clicks rather than the impressions, they have successfully attracted the advertisers towards their pay for performance model (Rognerud, 2008).
The use of the internet as the advertising medium also has a direct impact on the investment that the advertiser does (Evans, 2009). The internet allows the customization of the advertisements both encompassing content and the posted websites. Internet also helps those who have limited budget as advertisers have the scope to bid for advertising on Google on the basis the advertisement turns out to be (Brown, 2006). This is possible since the advertiser is only charged for the number of clicks on the posted advertisement.
Another advantage of using internet in advertisement is that it has made advertising more targeted (Robbin, 1999). There are some programs such as Google's Advertisement Sense, Yahoo and Advertisement Words which match up advertisers with content that the targeted market concentrates on (Francisco, 2006). Also, Internet advertising has different ways of placing an advertisement which comprises contextual advertisements on search engine results page, blogs, email marketing, advertising networks, online classified advertising and Social Network advertising (Rognerud, 2008).
Use of the Internet increases the formatting options of the advertisers (Yen, 2014). The advertisers have a wide variety of ways of presenting their promotional messages, including the ability to convey images, video, audio and links. Unlike the offline adverti...