1. E-commerce
Course 7

2. A brief reminder to start

3. The role of various media
Attention
Interest
radio
Prints and mags.
signs
Direct Marketing
Télévision
Action
Source: Steve Golberg Microsoft

4. The role of various media
Attention
Interest
radio
Internet
Prints and mags.
signs
Direct Marketing
Télévision
Action
Source: Steve Golberg Microsoft

5. How to measure advertising efficency on the net
Hits
Hits/audit
Audit with profil
Clickstream (visits)
Lenght of the navigation process
Puuchases and connecting links

6. Major sources for information
Non audited
With audit
A.C. Nielsen I/pro

9. Examples of various rates

10. Other examples CPM Riddler 250$ NEWS.COM 100$ AOL 38$ Yahoo! 23$
PointCast 3$
TELEVISION 12$ (ménages)
MAGAZINES 35$ (lecteurs payants)
Source: Morgan Stanley (

11. An appication to the world of Direct Marketing
SOURCE: Computer Advertisers’media Advisor, Morgan StanleyDean Witter Reseearch

12. An Example on the net
SOURCE: Computer Advertisers’media Advisor, Morgan StanleyDean Witter Reseearch

13. How advertising evolves on the net

15. Major points of interest
Several site play adv. by barter trade
Few sites make money with ad. Revenues
But those are huge sites, maily browsers and search engines

16. There is a high degree of concentration in this industry

17. Ad. Spendings

18. Ad. Revenus