Online AdvertisingRef: 		CHAP 8 	Online Marketing Inside Out by SitePointAddl. Rdg.:	CHAP 3	Textbook on E-Marketing by Qui...
Overview of Online Advertising<br />What is Advertising?<br />		A form of Communication<br />		Intended to Persuade for so...
Overview of Online Advertising<br />Different forms of Advertising<br />Print Advertising<br />TV Advertising<br />Outdoor...
Overview of Online Advertising<br />Discussion on Different forms of Advertising<br />Measurability<br />Targeting<br />In...
Overview of Online Advertising<br />Why Online Advertising is better?<br />Measurability<br />Exact measurability<br />Key...
Overview of Online Advertising<br />Why Online Advertising is better?<br />Highly Targeted<br />Targeting based on selecte...
Overview of Online Advertising<br />Why Online Advertising is better?<br />Permission Marketing<br />Advertising is genera...
Overview of Online Advertising<br />Why Online Advertising is better?<br />Interaction<br />Advertisers can interact with ...
Formats in Online Advertising<br />Types of Ads<br />Display Ads<br />Text Ads<br />Rich Media Ads<br />Popups and Popunde...
Formats in Online Advertising<br />Display Ads<br />Generally Banners<br />Can be in different forms<br />Flash, animated ...
Formats in Online Advertising<br />Text Ads<br />Hyperlinked text(s) on a web page<br />Places are generally defined<br />...
Formats in Online Advertising<br />Rich-Media Ads<br />Started as a form of display advertising<br />Becoming a class in i...
Formats in Online Advertising<br />Popups and Popunders<br />Open up without user call as a page opens<br />Can be problem...
Formats in Online Advertising<br />Video Ads<br />Different formats available<br />Started within display ads<br />Can be ...
Formats in Online Advertising<br />Interstitial Ads<br />Placed carefully when a user is moving from one page to other<br ...
How to Buy Online AdvertisingPayment Models<br />Different Payment Models<br />CPM			Cost Per Impression<br />CPC			Cost P...
How to Buy Online AdvertisingPayment Models<br />Class Simulations for CPM / CPC / Flat Rate<br />CPM<br />CPC<br />Flat R...
Case Study DiscussionExample<br />Dear Mr President! Campaign by MediaMind<br />E-Marketing<br />18<br />
Online AdvertisingRef: 		CHAP 8 	Online Marketing Inside Out by SitePointAddl. Rdg.:	CHAP 3	Textbook on E-Marketing by Qui...
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Session 10 MG538 E-marketing - 17 Sep 10

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Session 10
MG 538 E-marketing
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Session 10 MG538 E-marketing - 17 Sep 10

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