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Advertising and the Information Professional. What You Need to Know. Advertising 101: The Basics. What is Advertising?

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advertising 101 the basics
Advertising 101: The Basics

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.<>

so how did the www change things
So…How did the WWW change things?
  • “On the Web, content really is king, and users have nearly complete control over their surfing progress”
  • Active engagement of the user
  • Demographics
  • Precise measurements
  • Rotation
  • (Armstrong, Steven., 2001) pp. 32-52
how it all started
How it All Started
  • October 27, 1994
    • “HotWired flipped the switch…” and hosted the very first banners. (
    • 14 advertisers paid $30,000 each to run ads for 12 weeks
    • Banner ads developed when “HotWired realized ads needed to be confined to smaller units of space” (Kaye, Barbara K. & Medoff, Norman J., 2001) p. 6
history cont
History (cont.)
  • 1995
    • “emergence and public acceptance of the Web as an interactive medium”
    • Sun Microsystems releases Java
  • 1996
    • Oldsmobile initiates a commercial chatroom
    • Advertisers look for “niche” markets
  • 1997
    • ZDNet allows advertisers to sponsor site content
  • 1998
    • Interstitials appear

(Kaye, Barbara K. & Medoff, Norman J., 2001) pp. 6-7

history graphic
History Graphic

(Allen, Cliff, Kania, Deborah, &Yaeckel, Beth.,2001)p. 109

types of web ads


Interstitial and Superstitial

Promotional E-mail


Video Banner




Types of Web Ads

(Kaye, Barbara K. & Medoff, Norman J., 2001)

techniques for presentation
Techniques for Presentation
  • Static
  • Dynamic
  • Self Advertising-corporate
  • Advergaming-building a brand via electronic games (source: Media and Marketing Limited
  • Wireless-emerging
  • You will frequently encounter jargon when dealing with internet advertising.
  • In order to be able to communicate with your clients, you will need to be fluent in this unique terminology.
  • Remember, advertising is where the money is!
terms cont
Click-1) metric which measures the reaction of a user to an Internet ad. There are three types of clicks: click-throughs; in-unit clicks; and mouseovers

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-

the advertiser s prerogative or why it is important to be on the www
The Advertiser’s Prerogative, or why it is important to be on the WWW
  • Revisiting User Engagement and Demographics
  • Following the consumer dollar
user engagement
User Engagement

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



  • Of All Internet Users:
  • Equally divided by gender
  • 29% are between 18-29 and 47% are between 30-49 years of age
  • 23% earn between $30 and $49k/year and 18% earn between $50 and $75k/year

Chart from: (Greenspan, 2003a)

following the consumer dollar
Following the Consumer Dollar
  • 36% of the Internet users who chose a school or college for themselves or their children say their use of the Internet played a crucial/important role.
  • 33% of the Internet users who started a new hobby say their use of the Internet played a crucial/important role.
  • 29% of the Internet users who got additional education or training for their career say their use of the Internet played a crucial/important role.
  • 27% of the Internet users who bought a car say their use of the Internet played a crucial/important role.

(Pew Internet and American Life Project, 2002) Use of the Internet at Major Life Moments

advertisers and money
Advertisers and Money:

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

the information professional s prerogative
The Information Professional’s Prerogative
  • Branding
  • Web site assessment
  • Identity
  • Value
  • Trust and Goodwill

(Van Duyne, Douglas K., Landy, James A, & Hong, Jason I., 2003) pp. 237-238, pp. 316-320

advertising and your site
Advertising and Your Site
  • Your goal is to develop a brand (or site essence) that your user/customer will remember. To do this you continually assess your site and develop a distinct identity. Using identity you create value and re-enforce the value via consistency. Doing the above will help you establish a sense of trust and goodwill in your users.
site cont
Site (cont.)

Keep in mind…A Web site is assessed in these five areas:

  • Content Quality
  • Ease of Use
  • Performance
  • Satisfaction
  • Brand Value

(Van Duyne, Douglas K., Landy, James A, & Hong, Jason I.,2003). p. 317

where the advertiser and information professional meet
Where the Advertiser and Information Professional Meet:
  • Skill sets:
    • Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.

David Ogilvy--Confessions of an Advertising Man (1989)

(Elibron Quotations,

  • Persuasive Technology:
    • B.J. Fogg and the Persuasive Technology Lab
    • Persuasion Graphic

(Center for Persuasive Technology,2003).

the user consumer
The User/Consumer
  • Security
  • Privacy
  • Ethics
  • Relationship
  • Reliability
the big picture
The Big Picture
  • Money! The buck stops you!
    • Sponsorships
    • Ad agencies
    • Other internal and external factors
  • Balance: IA vs. Ad
  • Wrap-up and Recap
the end



  • Advertising. Encyclopædia Britannica. Retrieved September 23, 2003, from Encyclopædia Britannica Online.<>
  • Allen, Cliff, Kania, Deborah, &Yaeckel, Beth. (2001). One-to-one Web Marketing : Build a Relationship Marketing Strategy One Customer At a Time. New York: John Wiley an d Sons, Inc. Retrieved Sept 23, 2003 from Net Library.
  • Armstrong, Steven. (2001). Advertising on the Internet (2nd ed.). London: Kogan Page Limited.
  • Center for Persuasive Technology. (2003). Key concepts: Computers as persuasive technologies. Retrieved September 24, 2003 from
  • Chaffey, Dave, Mayer, Richard, Johnston, Kevin, & Ellis-Chadwick, Fiona. (2000). Internet Marketing. Harlow, England: Pearson Education.
  • Elibron Quotations. (2003)David Olgily: Advertising executive (18 quotations). Retrieved September 24, 2003 from
  • Greenspan, Robyn. (2003a, April 16). Internet not for Everyone. Retrieved September 22, 2003 from,,5901_2192251,00.html
  • Greenspan, Robyn. (2003b, July 15). US Ad Growth Underway. Retrieved September 22, 2003, from,1323,5941_2234931,00.htm
  • HotWired Archive. (2003). Retrieved September 20, 2003 from
  • Interactive Advertising Bureau. (2003). Resources and Research. Retrieved September 20, 2003, from
  • Jupiter Research. (2003, August 28). Online Advertising Through 2008: Paid Search Drives Modest Recovery (Vision Report). Retrieved September 22, 2003, from
  • Kaye, Barbara K. & Medoff, Norman J. (2001). Just a click away: Advertising on the Internet. Needham Heights, MA: Allyn and Bacon.
  • Pew Internet and American Life Project. (2002, May 8). Use of the Internet at Major Life Moments. Retrieved September 22, 2003 from
  • Van Duyne, Douglas K., Landy, James A, & Hong, Jason I. (2003). The design of sites: Patterns, principles, and processes for crafting a customer-centered web experience. Boston: Addison-Wesley.