Chapter 6

Page 1

Types of Online Ads:

1. Display (Banner) Ads

2. Search Ads

3. Social and Mobile Networks Ads

Formats of Online Ads:

1. Rectangle & Popup

2. Skyscraper

3. Banner & Buttons

Best Creative Practices for Effective Online Advertising:

1. Make brand promise early

2. State brands identity early

3. Keep it simple

4. Don't let creativity trump brand message

Types of Online Ad Spending:

1. Branding

2. Direct Response

Wang/Adobe Study: Revealed that interactive ads in digital edition are better

Online Marketing Techniques

1. Ad Serving:

- It is a third-party network (middlemen)

-That delivers ads to sites and ad-supported software

2. Targeting:

- Allowed by internet for large and small audiences

3. Affiliate Marketing:

- Affiliate sites link to yours to sell your merchandise- Affiliate site receives commission

- Parent site receive traffic/business not likely to get otherwise

Pros & Cons of Affiliate Marketing:

- It is low cost BUT offers limited success

4. Portal Advertising Deals:

- It is preferred ad placement on specific pages on a large site

Pros & Cons of Affiliate Marketing:

- Not as common now as early in web

- Can be effective in reaching a specialized target audience

3. Types of Behavioral Targeting

(In order of degree of difficulty)