1 Ravi K. Vatrapu Course Portal: Facebook Group: Etherpad: Thursday, 03-Feb-2011 EB22: Online Marketing: Lecture 02 Auditorium 4, ITU, Copenhagen, Denmark O NLINE A DVERTISING : N EGATIVE P ROGNOSIS C LEMONS, E.(2009). Why Advertising Is Failing On The Internet, TechCrunchWhy Advertising Is Failing On The Internet
Did you 2 1.Read the article 2.Skimmed the article 3.Didn’t read
For those that read Clemons’ article 3 1.I agree with Clemons 2.I disagree with Clemons
Clemons’ Definition of Advertising Advertising is using sponsored commercial messages to build a brand and paying to locate these messages where they will be observed by potential customers performing other activities; these messages describe a product or service, its price or fundamental attributes, where it can be found, its explicit advantages, or the implicit benefits from its use. 4
Clemons’ Basic Premise The internet is not replacing advertising but shattering it 5
The Three Reasons Consumers do not trust advertising Consumers do not want to view advertising Consumers do not need advertising 6
The Three Alternative Models Selling real things Selling virtual things Selling content and information Selling experience and participation in a virtual community Selling accessories for virtual communities Selling access Misdirection Evaluation, assessment, and validation Social search Contextual mobile ads 7
Discussion Exercise on Personal Product Purchase Process Reflection What is your own personal experience with online ads? Recall Recognition Purchase Word of Mouth Online Reviews Emotional Engagement 8
Next Week Lectures 3-4 Readings are already assigned Exercises Bring your laptop or mobile internet device to class 9