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SEM1 3.04 A - Promotion PE – Understand the use of direct marketing to attract attention and to build a brand PI – Explain the nature of online advertising.

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Presentation on theme: "SEM1 3.04 A - Promotion PE – Understand the use of direct marketing to attract attention and to build a brand PI – Explain the nature of online advertising."— Presentation transcript:

1 SEM A - Promotion PE – Understand the use of direct marketing to attract attention and to build a brand PI – Explain the nature of online advertising PI – Discuss types of direct mail tactics PI – Discuss the use of search-engine optimization strategies

2 SEM A - Promotion PE – Understand the use of direct marketing to attract attention and to build a brand Terms Online Advertising

3 Locate examples of the online advertising terms that include sport/event banner ads buttons, pop-up ads, flash ads, and other online advertising, etc. that appear on major search engines and directories. Create a 15 box poster with pictures representing each term and identify each term underneath the picture.

4 Terms – Online Advertising Banner ads - embedding an ad into a web page – known as a click through due to interactive actions where the consumer clicks and is taken to the banner ad’s company website Buttons - smaller banner ad normally used to advertise programs used in creating the site Pop-up front/under ads - ads that display in a new browser window either in the front or behind the current browser window Flash ads – adding interactive elements to standard HTML sites Floating ads- move across a screen or floats above the content

5 Terms – Online Advertising Exit pops - when you exit a website a related website opens – can be very annoying R ich media ads - includes animation or video and have more complex user interaction – Example: ads change when you move your curser over it – a movie sample with streaming video Text ads - advertising using text based hyper links – All website text is written in HTML language Advergames - video games containing advertisements Virtual worlds – these are still evolving and have not been that successful – can be used to market a virtual store

6 Terms – Online Advertising Sponsorships – companies that pay to advertise on certain websites in order to be affiliated or recognized - these are becoming more popular as a subtle way to get your message to the consumer Sponsored search results - ads from companies that may say “brought to you by” Bookmarks/favorites - collection of direct links to predefined web pages stored in your web browser – called favorites in Internet Explorer Guides – assists in providing information or a roadmap to the web based ads - embedded in or the entire is an advertisement

7 PI: Explain The Nature Of Online Advertising

8 How the Internet has Changed Advertising

9 Advantages of Online Advertising Scalability – ability to function regardless of size Cost-effectiveness - reasonably priced for advertising Desirable Demographics Targeted Audience Growing Audience Tracking Capabilities International/Worldwide Opportunities – market anywhere

10 Benefits of Online Advertising with Google

11 Disadvantages of Online Advertising Consumers may ignore the message May not reach your intended target market Some ads may be very expensive Consumers get distracted – clutter Too many options Viewing problems Copy write issues

12 The State of Online Advertising

13 Banner Ads vs. Rich Media Ads Banner Ads Cost effective Above average click through Good branding tool Easy to track Targeted traffic Often ignored by consumers Both are highly interactive

14 Banner Ads vs. Rich Media Ads Rich Media Ads Higher cost to create & maintain Better click through than normal banners May be viewed as annoying & intrusive Use of pop-up blockers may prevent viewing Ad blindness due to overcrowding

15 Do you pay attention to ads online? Do you think online advertising is a good way to market products? Why? Explain your answer.

16 Locate examples of the online advertising terms that include sport/event banner ads buttons, pop-up ads, flash ads, and other online advertising, etc. that appear on major search engines and directories. Create a 15 box poster with pictures representing each term and identify each term underneath the picture.

17 PI: Describe MOBILE MARKETING Tactics

18 Mobile Marketing

19 Advantages Lower cost Customization Easy tracking & response Not labor intensive Instant results Huge viral potential Micro blogging benefits Disadvantages Privacy issues Navigation issues Viewing issues Deletion of message Lack of reliable measurements tools Platform too diverse & complex

20 Mobile Marketing Types of devices used – Mobile phones – Apps Growth of mobile marketing – Should generate more than $5 billion in sales by 2015 Privacy issues with mobile marketing – Advertisers are wary of privacy issues – FCC has not rules on limiting use and release of customer data, including location information Users must now agree to have their information released and they can opt out in an easy manner

21 Mobile Marketing Text SMS (text messaging) – exchange of short text messages between fixed line or mobile phones MMS (multimedia messaging services)

22 Advergame

23 QR Code

24 Location Based Services

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27 Locate examples of the online advertising terms that include sport/event banner ads buttons, pop-up ads, flash ads, and other online advertising, etc. that appear on major search engines and directories. Create a 15 box poster with pictures representing each term and identify each term underneath the picture.

28 PI – Discuss the use of search-engine optimization strategies

29 Search Engines Purpose of Search Engines – to provide an international source of information in an organized, systematic manner – Search engines can assist individuals by quickly researching various information groups of interest – Web crawling (search engine spiders) methodically searches the web for HTML text in an automated manner – These spiders will often ignore flash, Java and other items and search for the basic HTML text Importance of location/top of list – Greater company visibility - Higher level of website traffic – More customer trust in company’s website – More customer focus of company’s value and importance

30 Search Engine Optimization (SEO)

31 Search Engines Advantages Can be an effective marketing technique Targets the right audience Cost effective Builds credibility Large indexes offer wide variety of information Consumers can clearly define what they seek Organization of information Disadvantages Competition Must make changes to your website code - costly Takes a while to kick in - slow Crowded market place Irrelevant web pages causes frustration of consumers Takes a learning curve to learn how to navigate properly PPC (pay per click) can be expensive

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33 Top Ten Google Searches of 2012

34 Search Engine vs. Social Media

35 Which is best way to advertise: Online, Mobile, or Search Engine Advertising? Please explain your opinion. You will discuss this with a partner and give your partner’s opinion during class discussion.

36 1 – Finish Vocabulary Poster – Online and Mobile Advertising – 3.04 Review Crossword Puzzle using notes


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