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3.04
Understand the use of direct marketing to
attract attention and to build a brand
Explain The Nature Of Online Advertising
“You Do”
Create a Foldable with the following vocabulary
and definitions
Terms – Online Advertising
• DIRECT MARKETING: Enables marketers to target specific groups of
customers to get the best results
• Banner ads - embedding an ad into a web page – known as a click
through due to interactive actions where the consumer clicks and is
taken to the banner ad’s company website
• Rich media ads – More interactive banner ad that includes
animation or video
• Buttons - smaller banner ad normally used to advertise programs
used in creating the site
• Pop-up front/under ads - ads that display in a new browser window
either in the front or behind the current browser window
• Flash ads – adding interactive elements to standard HTML sites
• Floating ads- move across a screen or floats above the content
Terms – Online Advertising
• Exit pops - when you exit a website a related website opens – can
be very annoying
• Rich media ads - includes animation or video and have more
complex user interaction – Example: ads change when you move
your curser over it – a movie sample with streaming video
• Text ads - advertising using text based hyper links – All website
text is written in HTML language
• Advergames - video games containing advertisements
• Virtual worlds – these are still evolving and have not been that
successful – can be used to market a virtual store
Terms – Online Advertising
• Sponsorships – companies that pay to advertise on certain websites
in order to be affiliated or recognized - these are becoming more popular
as a subtle way to get your message to the consumer
• Sponsored search results - ads from companies that may say
“brought to you by”
• Bookmarks/favorites - collection of direct links to predefined web
pages stored in your web browser – called favorites in Internet Explorer
• Guides – assists in providing information or a roadmap to the web
• E-mail based ads - embedded in or the entire email is an
advertisement
3.04
Understand the use of direct marketing to
attract attention and to build a brand
Online Advertising
ONLINE ADVERTISING
ADVANTAGES
DISADVANTAGES
•Scalability –function regardless of size
•Consumers may ignore
•Cost-effective
•May not reach target market
•Desirable Demographics
•Consumers get distracted – clutter
•Targeted Audience
•Viewing problems
•Growing Audience
•Copy write issues
•Tracking Capabilities
•International Opportunities
TERMS TO KNOW!!
• Banner ads - embedding an ad into a web
page
– “Click through”: consumer clicks and is taken to
the banner ad’s company website
• Rich media ads – More interactive banner ad
that includes animation or video
BANNER ADS VS. RICH MEDIA ADS
BANNER ADS
RICH MEDIA ADS
•Less Expensive
•More expensive
•Limited Click-Throughs
•Higher Click-Throughs
•Less time-consuming
•More time-consuming
•Interactive
•HIGHLY Interactive
•Un-customizable
•Customized for each person
"Webby Awards"
MOBILE MARKETING
MOBILE MARKETING
Use of wireless networks & cell phones for
marketing communications
(Text Messages, QR Codes, Apps)
ADVANTAGES
DISADVANTAGES
•Lower cost
•Privacy issues
•Customization
•Navigation issues
•Easy tracking & response
•Viewing issues
•Instant results
•Deletion of message
MOBILE MARKETING
• GROWTH
– Most people have Smart Phones
• Capable of more types of mobile marketing
• Multimedia Messaging Servies (MMS)
– Marketers send texts messages that contain videos
• Text Message with Coupon
– MOST SUCCESSFUL use of Mobile Advertising
• Quick Response Codes “QR Codes”
• Matrix can scan with a Smartphone
• PRIVACY ISSUES
– Federal Regulations:
• Mobile device users must now agree to have their mobile information
released
SEARCH-ENGINE OPTIMIZATION
Strategies
SEARCH ENGINES
PURPOSE:
Provide an international source of information in an
organized, systematic manner
• SEARCH ENGINE SPIDERS: “Crawl” all over the web and
store data about different web sites
• HTML Text is most visible to spiders
SEARCH ENGINES
ADVANTAGES
•Saves research time
•Cost effective
•Organization of information
DISADVANTAGES
•Competition
•Irrelevant web pages causes frustration
•Must learn how to navigate properly
NEED to be “TOP OF THE LIST”
Visibility
Website Traffic
Customer Trust
“You Do”
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Article Activity
Mrs. Byers will hand you selections from an
article about project planning
You will read the selection and then create a
poster showcasing what you learned from
your selection
You will present this to the class
You will answer questions about each
selection