BUAD471-Exam 3 Study Guide

BUAD471-Exam 3 Study Guide - Exam#3...

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Exam #3 Chapter 15: Internet [Flickr account: “US Internet access because mainstream circa 2000”] Marketer’s Adoption of the Internet Better targeting Direct feedback o The increased attention for accountability on the part of businesses has led to a view of the  internet as a medium that would provide more direct feedback has led to a value of market  expenditures, customer satisfaction, trends, and the competition ROI tracking o Unlike traditional media, it is easier to account for the ROI of a company’s expenditures.  o A “direct-response medium” High speed connections o Has led users to spend more time online and has increased use of new media options that  attract attention and involvement Uses online longer More media technologies o Internet is interactive, allowing for a two-way flow Interest and purchase tracking o Consumers not only control when and which messages and content they are exposed to,  but now provide their own content, offer their own goods and services for sale, and provide feedback on the same as provided by other More potential buyers  The web can be selective just like how magazines are selective Internet Advertising - Internet ads compensation (payment differences): o CPM: cost per thousand (not million) times the ad paid o Cost per click: advertiser only pays for how many people click on the ad - “Knee Pain” on Google o Two ads pop up: the ads that pay the most would be at the EOP (ads Google thinks will get the most clicks) Advertising on the Internet Banners
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o Used to create awareness and recognition, entering viewers into contests and sweepstakes,  or direct-marketing objectives o Questionable effectiveness has led to decline in usage o Viewers may not click through banners, but could drive consumers to search or visit the  ad’s website Sponsorships o Regular sponsorships: occur when a company pays to sponsor a section of a site o Corporate sponsorships: the sponsor not only provides dollars in return for name  association but participates in providing the content itself Pop-Ups/Pop-Unders o Ups: a window appears on screen in attempt to get attention, often appearing when a  consumer accesses certain sites. Larger than banner ads but smaller than a full screen o Unders: ads that appear underneath the webpage and become visible only when the user  leaves the site Interstitials o Ads that appear on your screen while you are waiting for a site’s content to download Push technologies Links o A visitor to one site may click on a link that provides additional info or related materials at  another site
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