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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 23
ONLINE ADVERTISING
OVERVIEW
In this lecture we will concentrate on introducing the modern advertising medium known as
online and would explain some internet buzzwords. The importance of online advertising will
be highlighted and a comparison of online and traditional advertising will be illustrated besides
the objectives of online advertising and the challenges faces thereon.
THE MODERN ADVERTISING ­ ON LINE (A new avenue getting popular):
Online advertising is a new and rapidly getting popular avenue. There are special buzzwords
attributed to it and used by it which are detailed and explained below:
SOME INTERNET BUZZWORDS:
Button Ads: Squarish Ads that are usually at the bottom of a web page & contain only a
corporate name of brand.
Click Through or Click Rate: How often a viewer responds to an ad by clicking on it.
Cookies: Information stored on a viewer's web browser to help identify that particular person
to the web provider ­ the next time that viewer visits a particular site.
Cost per Click: The rate charges to advertisers if the user responds to a displayed ad.
Cost per Lead/Sale: The rate charged to advertisers if the user responds with personal
information.
Impressions: The total number of times an ad is displayed on a web page ­ different than hits.
Sponsorships, or Co ­Branded Ads: Integrating companies brands & products on web sites.
Ad Views: Number of times an ad banner is down loaded.
Banner: Ad on Web site hot linked to advertiser's site.
Interstitial: An ad that appears in a window on your screen while waiting for web page to load.
Rich Media: Special effect technology like streaming video, audio used for internet ads etc.
IMPORTANCE OF ONLINE ADVERTISING:
As explained above online advertising i.e. advertising through internet and websites is
becoming very popular and is being extensively used following is the importance of online
advertising:
·  One of the very few media alternatives that can be used for almost all advertising purposes
across all possible market segments.
·  There is rapid acceptance of Internet as a medium of connectivity & commerce.
·  Provides more interactivity with customers.
·  Consumers can interact with a product & build their own experience with it.
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Advertising and Promotion (MKT621)
VU
COMPARISON OF ADVERTISING:
ONLINE
TRADITIONAL
·  Very interactive.
·
Traditional.
·  Offers best pull & push Advertising.
·
Less effective.
·  Consumers  can  pick  &  choose
·
Restricted.
information.
·  Advertisers can customize message.
·
Generalized.
·  Provides best sales lead to B2B
·
-- Do --
advertisers.
OBJECTIVES OF ONLINE ADVERTISING
The objectives of online advertising are given and explained below:
Build brands: Many top fortune 500 companies tell the world about their products & educate
public.
Drive traffic to website: Online advertisements offer proven way to steer interested buyers to
website to know more about products & services.
Develop qualified leads: On website through best copy & pictures convince the prospects for
good business.
Conduct sales: Once convinced sales can be closed either online or direct buyer to sales
channel.
TYPES OF ONLINE ADVERTISING
There are different types of online advertising in use and these are as follows:
World Wide Web Home Page: The web page can identify retailers and other product
providers that can prove useful for the consumer.
Banners: These are easy to create and are usually placed on a website featuring
complementary products.
Logos: Company logos are placed at the top of the websites and generally depicts the motto or
operations of the company.
Email Ads: By creating compelling email experiences advertisers hope to convey their
message in a better way.
Keywords on Search Engines: Advertisers can buy keywords on search engines to increase
their exposure.
Classified Ads: Classified ads work because as far as users are concerned they are content and
not advertising as people actively seek out the classifieds when they are looking to buy such as
a sight like ebay.com
Interstitials: These are those adds that popup when the users load a new page. In fact when the
user hits a button to link to a new page the interstitials is display and disappears as soon as the
new page is loaded.
Sponsored Mailing List: Mailing list offer advertisers highly targeted audience that gather to
discuss specific interest.
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Advertising and Promotion (MKT621)
VU
CHALLENGES OF ONLINE ADVERTISING
Despite being popular and rapid growth there are still marketing educational and structural
challenges and the new developments attached to it. These are discussed below:
Marketing Challenges:
·  Need for simpler language.
·  Where ever practical use same language.
·  Need for selling the internet in simpler way.
·  Obtain & distribute accurate figures about size of online audience.
·  Collate research about online penetration and attentiveness.
Educational Challenges:
·  Special Initiatives needed to educate the advertisers about benefits & methods of online
advertising.
Structural challenges:
·  At present planning process remains a particular challenge.
·  Lack of good copy or Marketing technique.
·  A compelling & irresistible offer essential for prospect.
New Developments
·  Better Metrics.
·  Greater use of Sound.
·  More customer support.
·  Customized websites.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD