Session 10 MG538 E-marketing - 17 Sep 10
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Transcript of Session 10 MG538 E-marketing - 17 Sep 10
E-MarketingElective
Fall 2010
Muhammad Talha Salam, Asst. [email protected]
Access it online: www.slideshare.net/talhasalam
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
E-Marketing 2Access it online: www.slideshare.net/talhasalam
Overview of Online Advertising
What is Advertising?A form of CommunicationIntended to Persuade for some action
Why Advertising is done?• Building Brand Awareness• Creating Consumer Demand• Satisfying Consumer Demand• Driving Response & Sales
E-Marketing 3Access it online: www.slideshare.net/talhasalam
Overview of Online Advertising
Different forms of Advertising• Print Advertising• TV Advertising• Outdoor Advertising• Radio Advertising• Product Placement• Miscellaneous• Online Advertising
E-Marketing 4Access it online: www.slideshare.net/talhasalam
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 5Access it online: www.slideshare.net/talhasalam
Overview of Online Advertising
Why Online Advertising is better?• Measurability
– Exact measurability– Key differentiating factor– Views, clicks, leads, sales– Highly performance-oriented
E-Marketing 6Access it online: www.slideshare.net/talhasalam
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 7Access it online: www.slideshare.net/talhasalam
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 8Access it online: www.slideshare.net/talhasalam
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 9Access it online: www.slideshare.net/talhasalam
Formats in Online Advertising
Types of Ads• Display Ads• Text Ads• Rich Media Ads• Popups and Popunders• Video Ads• Interstitial ads
E-Marketing 10Access it online: www.slideshare.net/talhasalam
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 11Access it online: www.slideshare.net/talhasalam
Formats in Online Advertising
Text Ads• Hyperlinked text(s) on a web page• Places are generally defined• Key purpose: Drive Traffic
E-Marketing 12Access it online: www.slideshare.net/talhasalam
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 13Access it online: www.slideshare.net/talhasalam
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 14Access it online: www.slideshare.net/talhasalam
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 15Access it online: www.slideshare.net/talhasalam
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 16Access it online: www.slideshare.net/talhasalam
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 17Access it online: www.slideshare.net/talhasalam
How to Buy Online AdvertisingPayment Models
Class Simulations for CPM / CPC / Flat Rate• CPM
• CPC
• Flat Rate
E-Marketing 18Access it online: www.slideshare.net/talhasalam
Case Study DiscussionExample
Dear Mr President! Campaign by MediaMind
E-MarketingElective
Fall 2010
Muhammad Talha Salam, Asst. [email protected]
Access it online: www.slideshare.net/talhasalam
> Discussion on assigned Case Studies> Advanced discussion: Formats in Online
Advertising> Segmentation and Targeting in Online
Advertising> Understanding roles: Client, Agency,
Publishers/MediaClass Presentation | Session 11 | 21 Sep 2010
Online AdvertisingRef: CHAP 8 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 3 Textbook on E-Marketing by Quirk Biz