电子商务(双语)第5章.pptVIP

Chapter 5 Online Advertising Learning Objectives Describe the objectives of Web advertising and its characteristics. Describe the major advertising methods used on the Web. Describe various online advertising strategies and types of promotions. Describe the issues involved in measuring the success of Web advertising as it relates to different pricing methods. Learning Objectives (cont.) Describe permission marketing, ad management, localization, and other advertising-related issues. Understand the role of intelligent agents in consumer issues and advertising applications. Web Advertising Strategy Helps PG Compete The Problem To survive, consumer goods companies must constantly research the markets, develop new products and advertise Proper advertising strategy, including Web advertising, is critical to the welfare of any company in the consumer goods industry PG’s business problem is how to best use its advertising budget to get the most marketing Web Advertising Strategy Helps PG Compete (cont.) The Solution PG started to advertise on the Internet in the late 1990s By 2000, it had 72 active sites, mostly one site for each product PG’s major objective is to build around each major product a community of users on the Web Web Advertising Strategy Helps PG Compete (cont.) The Solution Objectives in building and maintaining these sites: developing brand awareness and recognition (brand equity) collecting valuable data from consumers cutting down on advertising costs conducting one-to-one advertisement experimenting with direct sales of commodity-type products selling customized beauty products to individuals Web Advertising Strategy Helps PG Compete (cont.) The Solution Approach includes: research development investment in hundreds of products simultaneously developing marketing partnerships joining T, a B2B marketplace consortium Web Advertising Strategy Helps PG Compete (cont.) The Solution Uses interactive sites to conduct data mining on Web data build brand