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Chapter 8: Internet Advertising Strategies. Payam Hanafizadeh and Mehdi Behboudi http :// www.igi-global.com/book/online-advertising-promotion/60769. ADVERTISING STRATEGY.

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slide1

Chapter 8:

  • Internet Advertising Strategies
slide2

Payam Hanafizadeh and Mehdi Behboudi

http://www.igi-global.com/book/online-advertising-promotion/60769

slide3

ADVERTISING STRATEGY

In the advertising context, strategy is developed for broadcasting methods which try to deliver a promotionalmessage to a target audience.

http://www.strategy.co.nz/

slide4

ADVERTISING STRATEGY

According to Schwartz (1998), the web as it relates to the advertising industry is an enormous challenge and the greatest opportunity for long-term success.

http://www.strategyadvertising.co.za/

slide5

ADVERTISING STRATEGY

Compared to traditional media, web advertising has reformed the main operational bases like gathering information, cooperation, communication, interaction and transaction(Gretzel, Yuan & Fesenmaier, 2000), and has provided new definitions for some of them.

http://www.marketingweek.co.uk/news/mtv-shifts-ad-strategy/4005868.article

slide6

ADVERTISING STRATEGY

Levinson an Rubin (1995) stated that in developing an advertising program for any online business, marketers should consider these six stages:

  • A mission statement which defines or redefines the business in particular.
  • Setting the main objectives which are expected to be accomplished by advertising campaign.
  • A comprehensive list of resources which are necessary for implementing the effort.
  • Setting a list of objectives which need to be attacked.
  • Setting a list of the needed tools and tactics which are necessary to attack the objectives and accomplish them.
  • Determining a schedule which controls the whole process.
slide7

IDENTIFYING THE OBJECTIVES

There is an applicable quotation of Cornin by King (2000): "Since each Internet advertising and selling strategy is tailored to fit a special set of objectives and opportunities, there is no universal blue print for implementation" (Cornin, 1996).

http://www.portalcfo.com/identifying-business-objectives-finding-your-purpose/

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IDENTIFYING THE OBJECTIVES

  • He introduced NINE strategies and emphasized the importance of each in a company's prosperity:
  • Well-organized site
  • Visually appealing site
  • Capturing visitors to the site
  • Using traditional media
  • Targeting
  • Interacting with customers
  • Giving something for free
  • Generating repeat visits
  • Multi-language sites

http://www.nhsemployers.org/EmploymentPolicyAndPractice/Equalityanddiversity/e-d-in-practice/get-to/identifyingtheobjectivesandoutcomes/Pages/Identifying-the-objectives-outcomes.aspx

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IDENTIFYING THE OBJECTIVES

To identify advertising goals, there are three main orientations for an advertising campaign:

  • Informative objective
  • Protective objective
  • Influencing objective

http://www.planninghelper.com/spv-54.aspx

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PUSH-INTERACTIVE-PULL STRATEGY

The push-interactive-pull online advertising strategy

Push

Interactive

Pull

Manufacturer

Consumer

Manufacturer

Ad

campaign

Ad

campaign

Ad

campaign

Demand

Demand

Demand

Intermediate

Intermediate

Intermediate

Ad

campaign

Ad

campaign

Demand

Demand

Demand

Demand

Demand

Consumer

Manufacturer

Consumer

slide11

SEARCH ENGINE ADVERTISING (SEA)

Search Engine Advertising is a strategy where advertisers register their products on a search engine, and when users search for words similar to registered products, the search engine displays the registered links. The search engine fee is based on Pay-Per-Click (PPC).

http://7search.com/

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SEARCH ENGINE ADVERTISING (SEA)

  • According to Bartz (2006), there is a relationship between searching and the percentage of user clicks so that by increasing the number of searches, clicking on lower parts will increase.For that reason, marketers must develop a practice for finding the right keywords for improving their advertising links on the results pages of search engines.

http://adsolutions.yp.com/advertising-solutions/search-engine-marketing

slide13

SEARCH ENGINE ADVERTISING (SEA)

The process of gathering and selecting keywords for website

Corporate website

Primary assessment and creating wordbook and search for finding new keywords

Collecting keywords

Data base

The main Wordbook

Analyzing database, Wordbook, comparing with competitors, and setting final keywords

The right keywords

slide14

The seven Right Steps in SEA Strategy

  • The right segments
  • Identifying the right keywords
  • The right search engine
  • Surfing-oriented users
  • Setting the right link
  • Designing the right tracking systems
  • Analyzing and shaping the right mission
slide15

INFORMATIVE STRATEGY

  • In executing an informative strategy, marketers must reach two goals within the publishing banner format:
  • Create appropriate ports for pushing customers to the web
  • Raise customer awareness about the company's brands

http://blog.custom-papers.co.uk/index.php/2012/03/22/informative-speech-outline-easy-steps-and-clear-examples/

slide16

INFORMATIVE STRATEGY

An informative strategy is well-suited for those marketers who need high interaction and participation in selling its products.

http://www.hadef.ir/

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INFORMATIVE STRATEGY

The website is the main element in an informative strategy because customers who purchase products with high involvement receive their information from complementary sources like the website. The website's design is the winning point in this strategy.

http://www.wisegeek.com/what-is-informative-advertising.htm#did-you-know

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INFORMATIVE STRATEGY

In developing an informative strategy, marketers can provide some facilities on their websites.

  • For instance, marketers can create icon options, which involve some titles like History, Help, Products and especially Frequently Asked Question or FAQ.

http://freelancecrunch.com/5-informative-strategy-models-for-freelancers/

slide19

IMAGE-MAKING STRATEGY

Image-making is more related to customers' emotional rather than rational senses. There are two major types of image-making strategies: image-making using online advertising formats and image-making for a company's brand.

http://louisem.com/2251/facebook-marketing-strategy-images-2

slide20

IMAGE-MAKING STRATEGY

The image-making strategy is suitable for those marketers who are introducing a product or service or attempting to increase a product's life cycle.

http://www.marketingmo.com/strategic-planning/brand-strategy/

slide21

IMAGE-MAKING STRATEGY

Therefore, marketers must develop an image-making strategy that focuses on the Internet surfer because Korgaonkar and Wolin (2001) showed that this type of online user is probably going to click on an emotionally based advertisement.

http://www.teamtechnology.co.uk/website-marketing-strategy.html

slide22

ONLINE DIRECT SELLING STRATEGY

As stated by Belch and Belch (2006), "Direct marketing is in itself a form of advertising. Whether through mail, print, or TV, the direct response offer is an ad"(p. 465) where the customers announce their needs and wants, and ask the advertiser to satisfy their demands.

http://inthesell.com/direct-selling-the-most-effective-marketing-strategy/

slide23

ONLINE DIRECT SELLING STRATEGY

  • What kinds of businesses should use this online direct selling strategy?

The online direct selling strategy is appropriate for those industries that need to take customer requirements into consideration in the production process. These industries usually have one standard product that cannot be suitable for all markets, and product design is naturally related to customer orders.

slide24

VIRAL ADVERTISING STRATEGY

Viral advertising is a marketing phenomenon that encourages people to pass along a marketing message voluntarily. Viral promotions may take the form of video clips, interactive flash games, advergames, eBooks, images or even text messages (Besla. Org, 2010).

http://www.firepolemarketing.com/2011/04/27/viral-marketing-campaign/

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VIRAL ADVERTISING STRATEGY

The viral advertising strategy is developed on the basis of an advertisement's extraordinaryattractiveness. When an advertisement is designed and publicizedso that it is able to fascinate and influence its audiences, those users convey the excitement of the ad to others, and the result is a new media for broadcasting.

http://www.slideshare.net/emakina/viral-strategies-buzz-marketing

slide26

ADS AS A COMMODITY STRATEGY

The advertising involves various kinds of information like a product's price, size, color, and delivery time. Publishers earn a fee if the advertisement persuades customers to visit the marketer's websites.

http://www.marketwatch.com/investing/fund/DXCIX

slide27

ASSOCIATED ADVERTISING DISPLAY

In this strategy, users’ interests are traced through their keywords inserted into search boxes when they are surfing from one website to another. As they search, they receive a parallel banner advertisement on their requested web page.Thealignment between an associated ad and desired content is called associated advertising display.

http://www.askme.com/mumbai/andheri-west-advertising-promotions-and-events-associated-advertising-pvt-ltd/listing/2532890951

slide28

FORCED ADVERTISING STRATEGY

  • The phrase is derived from the situation in which advertisements enter customer's e-mailboxes or server without permission and publish their message. Whereas, some scholars believe that this is an irritating method with negative effects (Edwards, Li, & Lee, 2002),others think it can be a good method for increasing customer awareness of new brands.

http://www.adweek.com/news/television/oscars-marketing-team-forced-rethink-strategy-136486

slide29

http://www.strategy-business.com/article/re00114?gko=aa6dc

http://www.zdnet.com/news/beyond-the-banner-new-strategies-in-online-advertising/298496

The End Of Chapter 8

http://www.startupnation.com/podcasts/episodes/3873/strategies-online-advertising.htm