INTERACTIVE BRAND COMMUNICATION Class 6 Creative Issues II: Creating Effective Online Advertising

Topics  How to build and maintain an effective corporate site  How to create an effective banner  How to write an effective messages/ marketing (a Research topic)  How to make your website search-engine friendly (a Research topic) Creating Effective Internet Advertising

Website Tactics  General Tips  Content & Design Tips How to Build and Maintain an Effective Corporate Site

General 1. Define and understand your g____ clearly  The o___________ of the site are your guide  Do not pay more attention to the design of the site than the reason you had for building the site How to Build and Maintain an Effective Corporate Site

General 2. Be a Site Visitor  Visit the sites of your c__________ and learn from the strengths and weaknesses  Put yourself in the shoes of your t____ site visitor  Submit your site address to an appropriate n_________ for a critical peer review How to Build and Maintain an Effective Corporate Site

General How to Build and Maintain an Effective Corporate Site 3. Be C_________  Keep the same “l____ and f____” across all of your pages  Use consistent n___________ site-wide

4. C________ is the key  Provide the content relevant, valuable, entertaining to the v_______  C___________ the content to the visitor whenever possible  Design elements should e________ the content, not replace  Use technology as a friend, n___ a distracter General How to Build and Maintain an Effective Corporate Site

5. T____ to build and modify  Test pages with as many b_________ and p_______ as possible  Test with different d_____ techniques  Test to learn about areas of p_______ and o____________ General How to Build and Maintain an Effective Corporate Site

6. Don’t forget the need for u________ the site and the b_____ for it  A major redesign is needed on a regular basis (typically o____ in a year)  The annual maintenance budget for a site is at least ____% of the initial cost of building the site General How to Build and Maintain an Effective Corporate Site

1. Write your pages for multiple types of Web browsers to provide trouble-free access to the widest possible audience Consider Netscape, Explore, Lynx, Opera, Web TV, Wireless Cell phones, PDAs or palmtops  What you see is not what others get on the Web Design & Content How to Build and Maintain an Effective Corporate Site

2. N_________ Aids Provide well-defined c__________ by which users can navigate Include a s______ feature in the home page Design & Content How to Build and Maintain an Effective Corporate Site

3. Text Condense textual content to fit the t____ and a_______ c________ of today’s busy Web users Don’t’ use too many fonts. T______ & A______ are the safe choices Don’t use b________ text Spell check and proof-read Design & Content How to Build and Maintain an Effective Corporate Site

4. Images and Graphics Don’t use ________ or _________ graphics or animations. All graphics should be in small sizes with the full-size expansion upon the visitor’s interest When using graphics, provide t_______ alternatives and allow the ____________ part to load first Design & Content How to Build and Maintain an Effective Corporate Site

5. Use of Color Don’t use too many colors. T____ or f____ in a page would suffice in most cases Don’t use d______ background Consider the inherent e________ of color (r.g., orange, blue, red …) Use consistent color scheme for l____ (b____ for the non-clicked and r____ or m_______ for the clicked) Design & Content How to Build and Maintain an Effective Corporate Site

6. Use of Links Don’t add links that cause a new browser window to open Establish a routine for locating and fixing b_______ Web site links Organize links by t____ and a___________ Design & Content How to Build and Maintain an Effective Corporate Site

7. Make your point in the top of the pages, the “front screen.” If you don’t, you will lose good prospects Give every page a relevant page t_____ = URL for the page = wording of the link Design & Content How to Build and Maintain an Effective Corporate Site

8. Offer ways to communicate directly with the customer; use i__________ Include c_______ i________ (name, , phone, fax, etc.) A f________ form in a separate page helps in a lot of ways A ________ page is a good idea Design & Content How to Build and Maintain an Effective Corporate Site

9. Use of Music or Audio Files Opt o___ of m_____ files. Audio files slow your page loads and may irritate many visitors. If necessary to enhance your content, choose the right music (via target testing) and provide it as an o_____ not a requirement Design & Content How to Build and Maintain an Effective Corporate Site

10. Include a c_________ notice and a p_________ statement at the bottom of e____ page 11.Include “p_______-friendly pages” 12.Include a__________ of the dated information Design & Content How to Build and Maintain an Effective Corporate Site

Banner Tips  Keep it s_________  Grab attention via proper animation, color, and size  Include a c___ to a____, if direct response is the goal  Provide i_________  Pose a question How to Create an Effective Banner

Banner Tips  Create a sense of urgency  Keep the message close to the page c_______  Incorporate interactivity  Test, Test, Test How to Create an Effective Banner