1 Ravi Vatrapu Typology of Internet Advertising McMillan, S. (2007). Internet Advertising: One Face or Many. Chapter 02 of Internet Advertising. Course Portal: Facebook: Etherpad: Thursday, 17-Feb-2011 EB22: Online Marketing: Lecture 07 Auditorium 4, ITU, Copenhagen, Denmark

Definition of Internet Advertising  “Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action nor or in the future” (Richards & Curran, 2002, p. 74)  Mediated  Sponsored  Persuasion  Action (now or later)  Advertising on the Internet 2

Advertising: Traditional vs. Internet  Compression of the Hierarchy of Effects  Cognition  Affect  Action  Interactivity  Intrusiveness  Personalization 3

Internet Advertising Typology Two Dimensions: Location & Purpose  Location  Advertiser venue  Non-Advertiser Venue  Purpose  Initiate Contact  Inform and/or Refer  Facilitate Direct Interaction  Facilitate Transaction 4

Discussion Exercise 05 (in-class) Read and Discuss Chris Anderson’s Long-Tail Article 5