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Transcript
The Web as Medium
Interactivity :
Continuous construct capturing the quality
of a 2-way communication between 2
parties. Two dimensions:


Response time
Response contingency (response of one party
contingent upon the response by other party)
The Web as Medium
The Web is a Hypermedia ComputerMediated Environment



Mass Media
Interpersonal and computer-mediated
communications
Hypermedia CMEs
Vanderbilt elab:
http://ecommerce.vanderbilt.edu/
The Web as Medium
Mass Media Model
The Web as Medium
Interpersonal Model
The Web as Medium
Hypermedia CMEs
Consumer Behavior and the
Web: FLOW
Internet Communications
Objectives
To Disseminate Information
To Create Awareness
To Gather Research
Information
To Create an Image
To Stimulate Trial
To Improve Customer Service
To Increase Distribution
Internet Advertising
Sponsorship

Ownership of an entire site or page
Banner Ads

A portion of another owner’s page
Pop-Ups

Small windows that appear automatically
Interstitial

Ads appearing while waiting for a page to load
Push Technologies or Webcasting

Automatic or unsolicited message delivery
Links

Hypertext links to other sites, pages or locations
Measures of Effectiveness
KEY TERMS

Hits
Number of requests for a site component

Viewers
Number of visits to a site

Unique visitors
Number of different visitors per period

Clicks (Click-throughs)
Number of visitors clicking on a banner ad

Click-through rate
Ratio of click-throughs from an ad to a page at the
advertiser's website

Impressions per page views
Number of times viewers view a page
Measures of Effectiveness
Online Measuring

Data on demographics, psychographics, location of
access, media used, buying habits, and more.
Recall and Retention

Daily user interviews to measure recall and retention of
web content viewed
Nonresponse

Measures of destination after failure to click-through
Surveys

On- and off-line surveys to determine usage factors
Panels

Usage and attitude data obtained from a specific group
Sales

Sales volume keyed to specific times and sites
Tracking

Accumulation of site performance data
Sources of Measurement Data
Arbitron
MRI and SMRB
Audit Bureau of Circulation
Internet Advertising Bureau (IAB)
iVALS
PC-Meter
eMarketer
eAdvertiser
Double-Click
24/7
Jupiter, Forrester and MediaMetrics
Business 2.0, Industry Standard, Fast
Company
Internet Advertising Report and Individual.com