INTERNET ADVERTISING amp; PROMO COMMCLASS 6.ppt

INTERNET ADVERTISING PROMO COMMCLASS 6 Different Ways to Advertise On the Net Advertising via the Web Advertising via E-mail Related Forms Advertising via the Web 1. Own Web Site Fundamental for most b-2-b or b-2-c marketers Design Functional Types – brochureware () interactive showroom (), content-rich sites (; ), cool sites (, ) Advertising via the Web 2. Banners/Buttons Largest ad volume; 29 % in 2002 (36% in 2001, 52% in 1998) Relatively low cost choice, appropriate for all (small to large) businesses Different sizes available, larger units (skyscraper, rectangle) rich media banners are becoming more popular Full banner rate ($2 CPM in search engines, to $50 in b2b sites) Advertising via the Web 2. Banners/Buttons From Static to Animated to Interactive (HTML) to Rich banners Examples: (flash-based), / /client_studies/nike_id_fapremier/banners/ Advertising via the Web 3.Content Sponsorships / Advertorials / Product Placement Content of the site or page is integrated with the sponsored message 18 % of Total in 2002 (26% in 2001, 40% in 1998) Used primarily by medium to large advertisers; popular among CPG marketers High cost (avg $10,000 to $500,000 month) Advertising via the Web 3. Content Sponsorships/ Advertorials / Product Placement Examples: (see Honda sponsorship), also visit www.i-V an automotive ad shown in an editorial concerning car repair/maintenance, the same editorial mentioning the name of an engine oil brand, along with the brand ad shown next Advertising via the Web4. Classified/Yellow Pages/Directories Electronic-equivalent to yellow pages or newspaper classified ads, print business directories 15% of volume (2002), increased from 3% (1998) Ad (production and placement) cost is low (e.g., $100 - $300); affordable by small businesses e.g. : Classified: , Yellow Pages: / Directories: /world.htm Advertising via the Web5. Keyword Search or Text Links  4% of volume Ad looki