The notion that the website has compelling reason for users to stay for a onger visit or to return frequently Search Advertising Search advertising (pay-par-click advertising) - The advertiser’s listing is placed within or alongside search results in exchange for paying a fee each time someone clicks on the listing Banner Advertising An ad that stretches across a webpage; the user can click on the ad for more information Can be static or animated
Standard sizes established by the Interactive Advertising Bureau (IAB) based on the Internet Measurement Units (IMU) Universal Ad Package Sizes for Internet Advertising Rich Media Online communications that include animation, sound, video, and interactivity Rich Media (inside the banner) options: - Expandable banner - Video strip shows - Push down banner Rich Media (outside the banner) options: - Floating Ad - Window Ad - Wallpaper Ad Video Advertising Offer the opportunity to connect with consumers on an emotional leve Streaming - Streaming delivery of small packets of compressed data interpreted by a software player and displayed as full-motion video - Pre roll ads - Mid roll ads - Post roll ads Sponsorship A commitment to advertise on a third-party website for an extended period or to sponsor a webpage - Attracted on the basis of web content - Advertiser does not have to drive viewers to website, viewers come to them - Trust in the sites resulting in a more positive perception of the sponsor Email Advertising Email advertising is: - Inexpensive - High response rates - Allows for greater frequency of distribution - Potential for incredible level of customization Email produces good return on investment Permission-based email
- Sent to recipients who agree to receive information in that form vs. receiving spam (approx. targeted) Sponsored email - Permission-based email that includes a short message from a sponsor along with a link to the sponsor’s website Opt-in List - A list of people who have agree to receive message via email - First-party or third-party lists Viral Marketing - A situation where the receiver of an online message is encouraged to pass it on to friends o In the U.S. 89% of adult Internet users share content with others via email o Must be compelling to work; shocking or risky information works best Company Websites Tradition media communications and online communications encourage users to visit a company or brand website Build brand awareness and preference with engagement Common source of information among business decision makers Advantages and Disadvantages of Online Marketing Communications Mobile Media Location-based targeting - An effort to integrate consumer’s location information into a marketing communications strategy
Text Messaging - Refers to the transmission of text-only messages - Canadians send 186 million text messages day Video Messaging - The transfer of video messages and other content (via cell phones and other personal electronic devices) Mobile Applications -
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