This document discusses different models for paid advertising, including broadcasting/telecasting where large brands can pay high costs for high viewership air time, leaving consumers without choice. It also covers internet advertising such as search ads, banner ads, and targeted/contextual ads. The document provides flowcharts and explanations of key aspects of internet advertising on platforms like Google AdWords, including accounts, campaigns, ad groups, keywords, types of ads like text, image, and video, and ad extensions.

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PAID ADVERTISING MODEL
AMLAN DATTA

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Broadcasting/Telecasting
Advertising Mechanism
Brand Owner and the
Marketing Team decide
5W1H of the ads
CONSUMER
Program
Content
Advertiser

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Price of Air Time depends on viewership
High Viewership  High Costs Only Big brands can
effort
Consumer have no viewership choice

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• Search
Term is a
paid advt.
Advertiser
• Key Word
• CPC
• Scope for
SME
Search
Engine • Viewers play
active role
Users

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Internet Advertising: Flowchart
Banner Ads
Sponsored
Search
Demographic
info
Cookie tracking
Algorithmic
SEO
Consumer
Behavioral
Targeted
Contextual
Targeted
INTERNET ADVERTISING

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Google Ad words
Account
=
Client
Campaign
=
Budget
Ads Group
=
Key Words
=
Ads

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Keyword
Types

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Types of
Ads
Text ad Image ad
Video Ad

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Ad Extensions
Review Extension
Click to Call
Site Links
Location
App extension
Call Out Extensions

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THANK YOU !