Session 10 MG 538 E-marketing Elective

1. 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

2. 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

3. Overview of Online Advertising Different forms of Advertising Print Advertising TV Advertising Outdoor Advertising Radio Advertising Product Placement Miscellaneous Online Advertising E-Marketing 3

4. 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

5. 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

6. 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

7. 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

8. 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

9. Formats in Online Advertising Types of Ads Display Ads Text Ads Rich Media Ads Popups and Popunders Video Ads Interstitial ads E-Marketing 9

10. 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

11. Formats in Online Advertising Text Ads Hyperlinked text(s) on a web page Places are generally defined Key purpose: Drive Traffic E-Marketing 11

12. 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

13. 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

14. 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

15. 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

16. 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

17. How to Buy Online AdvertisingPayment Models Class Simulations for CPM / CPC / Flat Rate CPM CPC Flat Rate E-Marketing 17

18. Case Study DiscussionExample Dear Mr President! Campaign by MediaMind E-Marketing 18

19. 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