Advertising and the Information Professional. What You Need to Know. Advertising 101: The Basics. What is Advertising?
What You Need to Know
What is Advertising?
“the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised.”Advertising. Encyclopædia Britannica. Retrieved September 23, 2003, from Encyclopædia Britannica Online.<http://80-search.eb.com.content.lib.utexas.edu:2048/eb/article?eu=3863>
(Kaye, Barbara K. & Medoff, Norman J., 2001) pp. 6-7
(Allen, Cliff, Kania, Deborah, &Yaeckel, Beth.,2001)p. 109
IAB-Founded in 1996, the Interactive Advertising Bureau is the industry’s leading interactive advertising and marketing association.
Impression-a measurement of responses from a Web server to a page request from the user browser
Interactive advertising-all forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, slotting fees, classified ads and interactive television commercials.
Opt in-refers to an individual giving a company permission to use data collected from or about the individual for a particular reason
Opt out-when a company states that it plans to market its products and services to an individual unless the individual asks to be removed from the company's mailing list
Rich media-amethod of communication that incorporates animation, sound, video, and/or interactivity.
Sponsorship-an association with a Web site in some way that gives an advertiser some particular visibility and advantage above that of run-of-site advertising.Terms (cont.)
All definitions from IAB Glossary-http://www.iab.net/resources/glossary.asp
Concept of one-to-one marketing:
“Unique dialogue that occurs directly between a company and individual customers…The dialogue involves a company listening to a customers needs and responding with services that meet those needs.”
(Chaffey, Dave, Mayer, Richard, Johnston, Kevin, & Ellis-Chadwick, Fiona, 2000) p. 488
Chart from: (Greenspan, 2003a)
(Pew Internet and American Life Project, 2002) Use of the Internet at Major Life Moments
A recent Jupiter Research Report suggests:
“The Bottom Line-
After several lean years, online advertising will increase slightly to $6.3 billion in 2003, and growth will continue through at least 2008. Paid search is driving this recovery, with nearly 50 percent growth in 2003. Display advertising will decline for the third straight year but will start to rebound in 2004 as brand marketers increase spending on rich media advertising.”
(Jupiter Research, 2003) Online Advertising Through 2008: Paid Search Drives Modest Recovery
Actual Figures show that spending increased 12.2% from Q1 2002 to Q1 2003(Greenspan, 2003b) US Ad Growth Underway
(Van Duyne, Douglas K., Landy, James A, & Hong, Jason I., 2003) pp. 237-238, pp. 316-320
Keep in mind…A Web site is assessed in these five areas:
(Van Duyne, Douglas K., Landy, James A, & Hong, Jason I.,2003). p. 317
David Ogilvy--Confessions of an Advertising Man (1989)
(Elibron Quotations, http://www.elibronquotations.com/author.phtml?a_id=5916)
(Center for Persuasive Technology,2003). http://captology.stanford.edu/Key_Concepts/key_concepts.html