Session 10  MG538 E-marketing - 17 Sep 10
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Session 10 MG538 E-marketing - 17 Sep 10

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Session 10

Session 10
MG 538 E-marketing
Elective

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Session 10  MG538 E-marketing - 17 Sep 10 Session 10 MG538 E-marketing - 17 Sep 10 Presentation Transcript

  • Online AdvertisingRef: CHAP 8 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 3 Textbook on E-Marketing by Quirk Biz
    > Overview of Online Advertising
    > Formats in Online Advertising
    > How to Buy Online Advertising - Payment Models
    > Class discussion on 1 x Case Study
    Class Presentation | Session 10 | 17 Sep 2010
  • Overview of Online Advertising
    What is Advertising?
    A form of Communication
    Intended to Persuade for some action
    Why Advertising is done?
    Building Brand Awareness
    Creating Consumer Demand
    Satisfying Consumer Demand
    Driving Response & Sales
    E-Marketing
    2
  • Overview of Online Advertising
    Different forms of Advertising
    Print Advertising
    TV Advertising
    Outdoor Advertising
    Radio Advertising
    Product Placement
    Miscellaneous
    Online Advertising
    E-Marketing
    3
  • Overview of Online Advertising
    Discussion on Different forms of Advertising
    Measurability
    Targeting
    Interruption/Disruptive
    Interactivity
    General discussion of these attributes for:
    Print AdvertisingTV AdvertisingOutdoor AdvertisingRadio AdvertisingProduct PlacementMiscellaneous
    E-Marketing
    4
  • Overview of Online Advertising
    Why Online Advertising is better?
    Measurability
    Exact measurability
    Key differentiating factor
    Views, clicks, leads, sales
    Highly performance-oriented
    E-Marketing
    5
  • Overview of Online Advertising
    Why Online Advertising is better?
    Highly Targeted
    Targeting based on selected market segments
    Targeting is becoming more and more advanced
    E-Marketing
    6
  • Overview of Online Advertising
    Why Online Advertising is better?
    Permission Marketing
    Advertising is generally disruptive
    Online Advertising can give a perception of not being so
    Online Advertising is a combination of Permission/Interruption
    Banner Ads: Interruption
    Search Ads: Permission
    Permission Marketing gives more power to Online Advertising
    For Advertisers: Less waste
    For Users: Focused ads, they are interested in
    E-Marketing
    7
  • Overview of Online Advertising
    Why Online Advertising is better?
    Interaction
    Advertisers can interact with users in different ways
    Typical:Users visit website, finds information, generates query, gets responded
    Latest:Using in-banner features to let users interact directly within the ad with the company.
    E-Marketing
    8
  • Formats in Online Advertising
    Types of Ads
    Display Ads
    Text Ads
    Rich Media Ads
    Popups and Popunders
    Video Ads
    Interstitial ads
    E-Marketing
    9
  • Formats in Online Advertising
    Display Ads
    Generally Banners
    Can be in different forms
    Flash, animated most commonly used
    Pros & Cons of interactive Display Ads
    More result is achieved
    Can be problematic if user is not using high-speed internet
    Key Purpose: Drive Traffic, Build Awareness
    E-Marketing
    10
  • Formats in Online Advertising
    Text Ads
    Hyperlinked text(s) on a web page
    Places are generally defined
    Key purpose: Drive Traffic
    E-Marketing
    11
  • Formats in Online Advertising
    Rich-Media Ads
    Started as a form of display advertising
    Becoming a class in its own
    Using several advanced features like Flash, javascript to create special effects
    Enhanced user experiences
    Better results
    Difficult to serve at times / may even be restricted
    Costly (at times highly costly) to create
    E-Marketing
    12
  • Formats in Online Advertising
    Popups and Popunders
    Open up without user call as a page opens
    Can be problematic if user is not allowing them
    Wide variety of display options avaialable
    E-Marketing
    13
  • Formats in Online Advertising
    Video Ads
    Different formats available
    Started within display ads
    Can be used to:
    Show TVC
    Show Product demonstration
    Explain product features
    Generally linked to product’s landing page
    E-Marketing
    14
  • Formats in Online Advertising
    Interstitial Ads
    Placed carefully when a user is moving from one page to other
    Creates a disruptive experience
    Automatically redirects
    E-Marketing
    15
  • How to Buy Online AdvertisingPayment Models
    Different Payment Models
    CPM Cost Per Impression
    CPC Cost Per Click
    CPA Cost Per Action
    CPL Cost Per Lead
    CPA(S) Cost Per Sale
    Flat Rate Non-performance based
    Different models are used by publishers based on their own revenue objectives from advertising
    E-Marketing
    16
  • How to Buy Online AdvertisingPayment Models
    Class Simulations for CPM / CPC / Flat Rate
    CPM
    CPC
    Flat Rate
    E-Marketing
    17
  • Case Study DiscussionExample
    Dear Mr President! Campaign by MediaMind
    E-Marketing
    18
  • Online AdvertisingRef: CHAP 8 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 3 Textbook on E-Marketing by Quirk Biz
    > Discussion on assigned Case Studies
    > Advanced discussion: Formats in Online Advertising
    > Segmentation and Targeting in Online Advertising
    > Understanding roles: Client, Agency, Publishers/Media
    Class Presentation | Session 11 | 21 Sep 2010