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Internet Advertising & Promotional Communication

Internet Advertising & Promotional Communication. Internet Advertising Industry & Online Ad Campaign Process. Featuring in Class 2…. The Internet Advertising & Brand Communication Industry Structure & Major Players Internet Ad & BC Campaign The Six-Step Process.

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Internet Advertising & Promotional Communication

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  1. Internet Advertising & Promotional Communication Internet Advertising Industry & Online Ad Campaign Process

  2. Featuring in Class 2…... • The Internet Advertising & Brand Communication Industry • Structure & Major Players • Internet Ad & BC Campaign • The Six-Step Process

  3. Internet Ad & Brand Comm Industry Structure andMajor Players • The S_____ of Internet Media Space • Publishers of websites or other Internet properties, advertising networks, sales reps, & auction • The User - consumer (individuals, organizations) • The B______ • individuals or organizations (for profit, non-profit) & government (local, national) • The I____________ • Any firm that provides tools for Internet advertising and brand communication

  4. The Seller: Internet Ad & Brand Comm Industry: Structure & Major Players • Web P________ • Portals (e.g., aol.com, msn.com, yahoo.com) • Search engines (e.g., google, yahoo, infoseek, altavista) • Media Sites/News (e.g., CNN, MSNBC) • Sports/Entertainment (e.g., Disney, Sports Zone) • Other Topics/Content (20+ categories, see comScore, class 8) -- including blogs • Social Networks • Discussion Lists/Groups (e.g., marketwelch.com) • Shopping Malls (e.g. imall) • Online Retail/Storefront (e.g., amazon.com) • Auction (e.g., eBay) • Other Service Sites (ASPs, Research/Data services, etc.)

  5. Table 2-1: Top Web Publishers/Properties (find recent data & comapare) What percent of total ad revenue the top ten account for?

  6. The Seller: Internet Ad & Brand Comm Industry: Structure & Major Players • A___ N_______ (find more.. Here) • Top Ad Networks: • DoubleClick, 24/7 media, Banner Exchange: bCentral/Link Exchange • Benefits to advertisers (time, cost, effort savings & marketing expertise and service) vs. to publishers (increased sales opportunities) • Largest networks (e.g., DoubleClick) provide agency service too • Some networks (e.g., Banner Exchange: bCentral/Link Exchange) provide free ad opportunities via exchange programs as well

  7. The Seller: Internet Ad & Brand Comm Industry: Structure & Major Players • Sales R_____ • Firms hired to hand sales of Internet space properties for publishers: • WebMedia • Ad A_______ • used for clearance of soon-to-be expired ad space inventories • Cost benefits…limited availability of favorable, effective sites or positions • Google (even)

  8. Internet Ad Industry: Structure andMajor Players The Buyer • A____________ • Dotcoms vs. click & mortar vs. brick & mortar companies • Ranges from top ranking offline advertisers to even ‘mom & pop’ shops • Government (local and national)

  9. Table 2-2: Who advertises on the Web (Find top ranks for 2006)

  10. Internet Ad & Brand Comm Industry: Structure & Major Players The Buyer: • Interactive Ad & Brand Comm A______ (3 types) • Boutique Shops (Creative only) • Tradition Ad Agencies (Interactive Division) • e.g., Digital@JWT • Full-service Interactive Agencies • e.g., FCBi, Ogilvy Interactive, Agency.com, Modem Media, Digitas, etc.

  11. The Infrastructure Internet Ad & Brand Comm Industry: Structure & Major Players • Firms that provide tools to h____ the seller and the buyer deliver results to the user through their Internet advertising and brand communication efforts • Web t_____ measurement firms, advertising m__________ software/hardware, technological support or application service firms, r________ firms, other marketing communication services etc.

  12. The Infrastructure:See Resource Directory for firms Internet Ad & Brand Comm Industry: Structure & Major Players • Web Traffic Measurement Firms • Site-Centric (NetCount, I/Pro, etc) • User-Centric (Jupitor Media Matrix & Nielsen NetRatings –to be merged soon) • Ad Management, Targeting Software or Service Providers • Research/Testing Firms • Data Firms (data warehouse, data mining, email list brokers, etc.) • Other Marketing Communication Services (PR, Sales Promotion, Direct Marketing)

  13. Resource Directory - Appendix : go through each/ read the descriptionFind the local-based resources and do your ex. 2 on them • Ad management tech/firms (Central Ad PRO, NetGravity AdServer, AdKnowledge. . .) • Ad Networks (24/7 Media, AdSmart, DoubleClick,) • Alternative Ad Models (Comet Cursor, Netzero, . . ) • Associations/Conferences/Events, Auction, Banner Exchange Programs, • Auditing Services (I/AUDIT, p. 369)/ Research Firms (p. 380-, ActivMedia, Laredo Group, Milward Brown Interactive, E Stats, Forrester Research) • Contests/Sales Promo (Prizes.com)/Loyalty Programs/Promotion Services

  14. Resource Directory - Appendix : go through each/ read the description • Direct E-mail/Marketing Lists/Brokers/Services (Acxiom Direct Media, Matchlogic)/ software • Audience Measurement Tech (Net.Analysis, WebTrends) • Targeting/Personalization Tech (Firefly, SelectCast, ..) • Audience Measurement (Rating) Firms (MediaMetrix, NetRatings) • Media Reps (WebMedia) • Informational Sites (p. 404-408, Ad Resource, Advertising Media Internet Center, CyberAtlas, . . ) Note: some of the firms above may be out of business; such quick turnover of businesses is quite typical in the Internet industry

  15. Online Ad CampaignThe Six Step Process: • S________ A_______ • Establishing G______ • Setting & Allocating B______ • C_______ Decisions • M______ Decisions -- Vehicle Comparison & Selection • M________ Campaign Effectiveness

  16. Situation (SWOT) Analysis Step One: Online Campaign Process • Analysis of your S_______ and W_______ vis-à-vis the competition • Identification of O_________ to capitalize on or problems that can be solved, given your strengths • Understanding of competitive or other T_______, given the weaknesses

  17. Situation (SWOT) Analysis Step One: Online Campaign Process • Assessment of your (vs. c___________) situation in • sales/market s____ • product-related factors • demand/sales s________, p_______ cycle, tangible/intangible product nature & image • Target c________ characteristics • demographics, l_______, g_________, internet usage, behavior • Ad & brand comm activities • sales promotion, PR, advertising-expenditures, IMC strategy, messages & media used, web site analysis, etc. • leading to an understanding of current/past successes to maintain/challenges to overcome/problems to solve

  18. Establishing Online Campaign Goals Step Two: Online Campaign Process • General • Generating site t_________ • Direct Response • C____-t_______, Interest/Interaction • Building a d________ of prospects • S______, Sales Leads • Profits, ROI • B______ Building • Advertising/Vehicle Exposure • Brand A________/F________ • Brand Liking/P_________ • Building/Maintaining L_________ Customers

  19. Setting& Allocating Budget Step Three: Online Campaign Process • May apply traditional budget approachesAll-you-can-afford, competitive parity (in percent of sales or ad budget), response function, objective & task, etc. • Objective & Task approach recommendedCosts for the tasks to be performed to accomplish the goals determine the budget (e.g., awareness among 200,000 targets – reach of 250,000 & freq of 4 -- 1million impressions in Jan -- $50 x 1000 = $5,000) • Budget Categories • Ad Production • Media Budget • Ad Tracking/Testing/Management • Web Development/Maintenance • Other (if necessary) • Contingency (Importance of Contingency Fund for flexibility)

  20. Creative Decisions Step Four: Online Campaign Process • Ad models & key messages to use • Web site development & maintenance • Other MC elements, the IMC theme, to be used • What & How & When to Test (costing out) to track ad performance or website usability testing

  21. Media Decisions:Vehicle SelectionStep Five: Online Campaign Process • Set some specified criteria • quantitative and qualitative factors • Evaluate categories & vehicles based on the set criteria • categories: types of websites (news, auction), other comm modes such as e-mail, listserve, etc • vehicles: specific sites in each Website type (MSNBC.com, eBay), specific email lists or services to use • Allocating the impressions and budget (across media categories or vehicles) • Determine position, timing, frequency, targeting of the ads to be placed • Costing out & Negotiating the Buy

  22. Measuring Campaign EffectivenessStep Six: Online Campaign Process • Consider the set goals • Determine when and how often testing is done – depending on the test budget • During the campaign – each month or quarter • At the end of the campaign • Set criteria of measurement for each goal • Traffic building • # of visits, # of unique visiters/users, # of page views • Branding • Interest and interaction – time spent interacting, click-through ratio • Awareness, familiarity, brand liking – use customized testing for direct measures • Direct Response • Sales -- # of completed sales tractions • Sales leads -- # inquiries, info downloads, store visits • Building database -- amount of completed registration or subscription

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