Consumer media habits are increasingly moving to the internet over other forms like television. There are several techniques marketers use online to build brands like personalization, co-creation of content, customization and brand communities. Direct response advertising aims to get audiences to respond directly, usually to buy a product, whereas brand development focuses on getting the brand known through awareness and familiarity. Ad serving technology allows websites and advertisers to select and monitor different advertising campaigns on sites.

1. e-B us ine ss

2. Consumer media habits are changing INTERNET

3. Consumer media habits are changing 60.9% Of people are using the internet more than other forms of media E.g Television

4. Major branding concepts Brand Awareness Brand Recognition Brand Recall Brand Image Favorability Strength Uniqueness

5. Brand Development – Brand reinforcement Awareness Familiarity Positive Imagery Completed Transaction

6. Direct Response Advertising technique that urges the audiences to respond in a particular manner usually to buy a product.

7. How Brand differs from Direct response? Brand development reminding people of the brand or get the brand well known, where as direct response is making a SALE!

8. Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns. Ad Serving

9. Ad Serving Delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher, or by a third-party ad server. Ads can be embedded in the page or served separately.

10. INTERACTIVE BRANDING TOOLS Personalization Co-Creation of Content Purchase-Process Streamlining Customization Dynamic-Pricing Brand Community Techniques marketers use online to build and reinforce brands

11. Customer acquisition techniques, both online and offline Advertising Promotion Events and PR Affiliate programs Portal deals Viral Marketing Email Promotions Online Ads Chat Room Social Networking

12. Major Online Techniques Interactive Sites Films and Comics and Animations Banner Ads Buttons Rectangles Pop Ups Skyscrapers

13. Two techniques used to improve the targeting of online ads Contextual Advertising: aimed at specific individual Behavioural Advertising: Based on their web browsing behaviour

14. T H E E N D !