1、INTERNET INTERNET ADVERTISINGADVERTISING Internet Advertising Media l Electronic Mail (listservs) l Usenet discussion groups, newsgroups, bulletin boards l World Wide Web (WWW) Database of information in a graphical environment (sound, graphic images, video, and hypertext on single pages) Internet A
2、dvertising Tactics lPush Strategy (Webcasting) common for e-mail and usenet lPull Strategy common on the WWW lListservs electronic mailing lists lSpam uninvited commercial messages sent to listservs, Usenets or some other compilation of E-mail addresses Who Advertises on the Internet? lHighly Concen
3、trated Among Web and High-Tech Companies lTraditional Firms are Focusing on Web Site Development Types of Internet Advertising lBanner Ads A portion of another owners page lPop-Up Ads Small windows that appear automatically lCorporate Home Pages Ownership of an entire site or page Details about firm
4、 and other contents of interest Virtual mall lE-mail Communication permission marketing viral marketing Establishing a Site on the World Wide Web l Getting surfers to come back - Sticky Site substance ease of use entertainment value l Purchasing key words & developing a domain name Online search eng
5、ines sell domain names Firms may choose company names or a name descriptive of the business as basis for URL Promoting Web Sites lNotify Usenet groups lRegister with search engines lRegister with yellow pages on the internet lRegister with appropriate listserv groups lSend out press releases to Inte
6、rnet news sites lE-mail as direct mail lTraditional mass media Measures of Effectiveness lHits number of requests for a site component lClick-through number of visitors clicking on a banner ad lPages number of html files sent to the requesting site lVisits number of occasions in which a user interac
7、ts with a site after a period of time lUsers number of different visitors per period Advantages and Disadvantages of Internet Advertising ADVANTAGES: ltarget market selectivity ltracking ldeliverability and flexibility linteractivity lcost lintegration DISADVANTAGES: lmeasurement problems laudience characteristics lwebsnarl lclutter
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