E-commerce Marketing: Analyzing KFC's Banner Ad Strategy & Impact

This essay explores the use of banner ads in e-commerce marketing, focusing on the advantages and disadvantages for Kentucky Fried Chicken (KFC). It defines banner ads as medium-sized display ads designed to drive traffic to advertisers' web pages. The advantages discussed include high visibility with attractive images, cost and time savings for publishers and advertisers, targeted website selection for ad placement, increased website traffic, and easy tracking of campaign performance. However, disadvantages include attracting unqualified visitors, potential for incorrect decision-making due to flawed tracking measures, the need for graphic designers to create appealing ads, and the clutter caused by numerous ads online. The essay concludes that the benefits of banner ads outweigh the drawbacks for KFC and recommends their use in advertising campaigns.

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Table of Contents
Introduction:...............................................................................................................................................3
Discussion....................................................................................................................................................3
Banner ads...............................................................................................................................................3
Advantages & Disadvantages..................................................................................................................3
Conclusion...................................................................................................................................................4
References...................................................................................................................................................5

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Introduction:
Advertising is considered as one of the main tools of marketing, which mainly aims in
communicating the customers about the products, services, brands and companies.
Advertisements in the field of internet enable the communication across the globe in cost
effective manner. Banner ads are deemed as one of these internet advertisements (Preston, 2017).
This paper discusses both advantages and disadvantages of the banner ads in context of KFC
(Kentucky Fried Chicken, an American fast food chain.
Discussion
Banner ads
A banner ad is defined as the specific form of the internet advertising, as it generally
includes the medium sized display ad in which some form of text is written. These type of
advertisements are entrenched in the web page, and their main aim is to direct the traffic to the
web page of the advertisers (Digital Shift, 2016).
Advantages & Disadvantages
Following are the important advantages of the banner ads-
 In terms of online advertisements, banner ads are considered as the one of the most
visible advertisements because it contains attractive images. As KFC can use attractive
food images for making these ads more visible.
 These ads save both time and cost of the publishers and advertisers, as it only required
the insertion of the line code and link of the website of the advertisers.
 Advertisers can select the websites on which they required to post these banner ads, as it
allowed the KFC to attract more potential customers.
 With the help of banner ads, traffic related to the website will be increased. As if visitors
of the website are interested in the content of the ad then they will click the ad for more
information. Therefore, it is necessary for the KFC to include direct link in the ad.
 Banner ads facilitate the easy tracking, and KFC can analyse the campaigning and
achievement of the goals in easy manner (Xi, 2017).

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However, these ads have few disadvantages also, and some of these disadvantages are
defined below-
 Banner ads increase the visits of the websites, but these visitors are not the qualified
visitors of the organization and the potential customers. In such situations investments
made by the KFC will be waste. As visitors will click on the ad for knowing about the
products or services, but not with the intention of purchase.
 In case measures and objectives of tracking are not right, then there is high possibility
that organization takes the wrong decision after analysing the data. As wrong decision
affects the stability of the KFC.
 In case KFC wants to make the banner ads more attractive then it will definitely hire the
graphic designer for it.
 Clutter is created by the banner ads, because there are number of ads which across the
internet (Top 100 points, 2014).
Conclusion
After considering the facts of this paper, it is clear that advantages of the banner ads are
more for the KFC in comparison of the disadvantages of the banner ads. Therefore, it is advised
to the organization to use the option of the banner ads for their advertisement campaigning.

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References
Digital Shift, (2016). WHAT IS A BANNER AD?.Retrieved
fromhttps://digitalshiftmedia.com/marketing-term/banner-ad/.
Top 100 opinions, (2014).Advantages and Disadvantages of Banner Ads.Retrieved from
http://top100opinions.com/2014/01/advantages-disadvantages-banner-ads/.
Preston, D. (2017). Main advantages and disadvantages using banners for
advertisement.Retrieved fromhttps://www.chasseinc.com/main-advantages-and-
disadvantages-using-banners-for-advertisement/.
Xi, T. (2017).Advantages and Disadvantages of Using Banner Ads.Retrieved from
https://bizfluent.com/info-8170824-advantages-disadvantages-using-banner-ads.html.