6-电子服务中的广告.pptVIP

* * Advertisement Methods Banner: On a Web page, a graphic advertising display linked to the advertiser’s Web page Keyword banners: Banner ads that appear when a predetermined word is queried from a search engine Random banners: Banner ads that appear at random, not as the result of the viewer’s action * * Banner Ads Benefits of banner ads users are transferred to an advertiser’s site, and frequently directly to the shopping page of that site the ability to customize some of them to the targeted individual surfer or market segment of surfers “forced advertising” banners may include attention-grabbing multimedia * * Banner Ads Limitations of banner ads High cost of placing ads on high-volume sites Limited amount of information can be placed on the banner Click ratio: ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the ad * * Banner Ads (cont.) Banner swapping: An agreement between two companies to each display the other’s banner ad on its Web site Banner exchanges: Markets in which companies can trade or exchange placement of banner ads on each other’s Web sites * * Advertising Methods (cont.) E-mail advertising mailing lists via e-mail advantages low cost the ability to reach a wide variety of targeted audiences information on how to create a mailing list, consult (the service is free), , or * * E-mail Several million users may be reached directly Purchase e-mail addresses Send the company information (low cost) A wide variety of audiences (customer database) Target a group of people that you know something about Problems: Junk mail and Spamming Advertisement Methods (cont.) * * Unsolicited Electronic Ads UCE (unsolicited commercial e-mail) Spamming: Using e-mail to send unwanted ads (sometimes floods of ads) What drives UCE? 80 percent of spammers are just trying to get people’s financial information—credit card or bank account numbers—to de