07-03-2011, 03:28 PM
Presented by-
Manoj Singh
Kratika Bhadoria
[attachment=9708]
Introduction
Also known as
• Online Advertising
Web Advertising
Why?
Why Advertise on the Internet?
The goal of advertisers is to reach their target audience
Television viewers are migrating to the Internet
Attractive graphics
Adverts can be updated rapidly
Adverts can be global
24x7 availability
Internet advertising is cheap in comparison with most conventional media
• Types
• Types of Internet Advertising
WWW Banners
Spot Leasing
Pop-ups
URL
Search Engine Marketing
• WWW Banners
• Graphic display on a web page linked to the advertisers page
• Spot Leasing
• Some sites provide a space on their site that can be leased for a given period of time
• only effective on extremely high traffic sites (e.g. major search engines)
• Extremely expensive for high traffic sites
• Pop-ups
• Rich media ads
• Pop-ups: Appear on screen without user calling for them
• Direct E-Mail Advertising
• E-mail marketing messages sent directly to interested
• consumers who “opt-in” or have not “opted-out”
• Mailing Lists
• Very low cost
• Easily amenable to targeting
• Very effective when solicited and carefully targeted
• URL Advertising
• A memorable URL can be a powerful advertising tool
• Much of the associated advertising is free (e.g.
• search engine listings)
• Well chosen URLs are self targeting
• Search engine marketing
• Search engine marketing one of fastest growing and most effective forms of online marketing
Pros
Targeted Advertising
targeting is much easier
Dynamic Advertising Reporting and Targeting (DART)
DART builds a profile of visitors
• potential for two-way communication
• Online purchase
• Economic
Cons
• Equipments required
• Limited to specific users (Segment)
• Repetition
• Not effective for low class products
• Internet Securities
“Commandments”
• Adverts must be visually appealing
• Adverts must be targeted
• Content must be valuable to consumers
• the word “Free” is a powerful attractant
E.g. software or media (screensavers & wallpapers etc are very popular)
• discounts etc
• Place at the page
For example, a research study found adverts in he lower right-hand corner of the screen have been found to generate a 228% higher click-through rate than ads at the top of the page