Internet Advertising

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Internet Advertising

• SBM 338
• Lanny Wilke

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Objectives

• http//www.huggies.com
• Goes well beyond providing info.
• Additional objectives
• Developing a relationship with parents
• Establishing brand image
• Supporting sales

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• Create Awareness
• Especially useful for small companies.
• Generate Interest
• Coke
• Snapple

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• Disseminate Information
• Huggies
• Cheerios
• Create an Image
• Sean John
• Fubu
• Akademiks

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• Create a Strong Brand
• Difficult because
• Branding is a complicated process.
• Branding direct response may be
  counter-objectives
• The costs are too high
• Stimulate trial

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Advertising on the Internet

• Banners
• Most common form of advertising on the web.
• May be used for creating awareness or recognition
  or for direct-marketing
• May take on a variety of forms
• Side panels
• Skyscrapers
• verticals

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• Sponsorships
• Two types
• Regular a company pays to sponsor a section of
  the site.
• Content sponsor not only provides in return
  for name association, but participates in
  providing the content itself.

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• Pop-Ups/Pop-Unders
• Interstitials
• Ads that appear on your screen while you are
  waiting for a sites content to download.
• Push technologies (webcasting)
• Links

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Search Engine Marketing

• User types a keyword or phrase into a search
  engine.
• Two kinds of results
• Pay per click (PPC advertising)
• Advertiser pays a fee when someone clicks onto
  their website.
• Natural search engine optimization
• Enhancing sites code content.
• Web spider or webcrawler

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Tips

• Limit clutter
• Use larger ad sizes
• Use larger brand logos
• Use logo product shots in the first frame
• Add the human element
• Stay up-to-date

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When next we meet..