1. The Basics of
Advertising Online
Sophie Galante
Katya Bogdanov
Natasha Brainerd
Tomi Salami
Obaid Amjad

2. What is Online Advertising?
Social Media Search Advertising
Rich Media Affiliate Networks

3. Objectives
Brand-Building Direct-Response
• Awareness • Purchase-related
• Knowledge • Provide purchase
• Liking motives
• Preference • Buy now!

4. Brand Awareness

5. Brand Knowledge and Liking

6. Brand Loyalty

7. Direct Response through Search

8. Direct Response through Banners

9. Website

10. The Internet delivers…
• Info distribution
• Precision targeting
• Interactivity

11. Info Distribution
• Relevant for high involvement products
– Electronics
– Cars
– Financial services

12. Financial Services

13. Precision Targeting
• Very effective for audience that spends the
most time online
– Under 45
– Top income quartile
• Effective also for niche markets
• Targeted sales promotions

14. Reached perfect audience!

15. Interactivity
• Suitable for influencing affective responses:
– Social Presence
– Telepresence
– Involvement
– Interactivity

16. Brand-Building

17. Measuring Effectiveness
• Click through rates (CTR)
• Website visits
• Conversion rates
• Number of views/likes/shares
• Google Analytics
• And more…

18. Measuring Effectiveness
• Very convenient
• Highly accountable
• Can help demonstrate ROI
• Quantifies reach
• Highly suitable for direct response objectives
• But…

19. Limitations
• At any time, very few net users are actively
thinking of purchase
• Passive users tend to not respond!
And
• Views/clicks do not measure nature of
response
• Additional measures required

20. Measuring Effectiveness
• Traditional brand equity measurement
studies
• Social media-based research

21. Budgeting
• Budget to be set based on objectives
• Adjusted based on success as rated based
on quantitative and other data

22. Thank you