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The Internet

The Internet WWW: The Worldwide What? Objectives: Upon completion of this class and the assignments, you will be able to: Identify some key facts about who is talking to whom on the Web Consider the role that the web will play on your advertising copywriting future

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The Internet

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  1. The Internet WWW: The Worldwide What?

  2. Objectives: • Upon completion of this class and the assignments, you will be able to: • Identify some key facts about who is talking to whom on the Web • Consider the role that the web will play on your advertising copywriting future • Relate Web Banner and Panel advertising to Out of Home advertising techniques

  3. Citations: • Much of the following comes from this online series: • http://www.877webteam.com/MARKETING%20%205540/lecture10.html • Let’s go here and take a quick look at the home page of the lecture series.

  4. Who Uses The Internet? • Who Uses the Internet? • The Internet Marketing Center has collected surveys from volunteer respondents who use the Internet. Among their findings in 1997: • Average age: 33 • Male/Female Ratio: 65 to 35 • Average Income: $59,000 • Frequency of Use: 78% use their web browser more than once a day • Buying Online: 33% have purchased online; 46% have never bought online; 53% of those aged 19-25 have not purchased online. • Marital Status: 41% married, 41% single, 10% living with someone, 5% divorced • Occupation: 30% education, 28% computer-related, 19% professional or management • Race: 87% are Caucasian • Language: 88% use English as their first language

  5. Who Advertises on The Internet? • Anyone can have a presence on the Net • Smallest mom and pop company • Top Fortune 500 firm. • Users do not know the size of the firm when they are viewing a web page, • Web pages can be designed in-house cheaply • A company does not have to incur great expense. • Web site can be hosted for $35 per month or less.

  6. How to Advertise on the Internet • The three most important factors in web publishing are content, content, and content. • A solid content site, even with ho-hum graphics, can generate a lot of interest. • Example, the The Skeptics Society website • Plain but full of info • Has won many awards for its content. • Best-case scenario = strong content along with great graphics, but if forced to choose, always choose content.

  7. The Wide Web is Narrowcasting • The Internet allows for targeted market segmentation (AKA niche marketing) • Low cost means small segment can be pursued • Example: Into ultra-distance running? Ultra Running Magazine. • Winter sports? Sled Dogs. • The Web reaches micro-segments which would otherwise be too expensive

  8. The Web is Interactive • Pages let users communicate • Pages permit online purchases • You can play a game or take a class • You can chat, frat, or just chill.

  9. Pull Not Push • A "push" strategy is one in which the Marketer tries to reach final customers by selling through the trade (i.e., middlemen). • A pull strategy seeks to build demand first with final customers, who then "pull" the product through channel intermediaries. • The web is a Pull medium. • People have to visit and be pulled into desiring a product or service • Yahoo and other search engines draw visitors with strategically placed key words in the HTML coding,

  10. The Four Horsemen of Web Advertising • Private domain a non-stop commercial website. • Sponsored Content Site, such as USA Today. • Content of the daily newspaper, but allows for advertising. • Search Engines, such as Yahoo. • The advertiser is charged only for the number of times their ad appears on visitor monitors. • Entry Portals, such as Netscape, • The first thing web visitors see after logging in

  11. Web: Ad Costs • Advertising can be billed in either of three ways: • Flat Fee, which may or may not come with traffic guarantees. • Cost Per Thousand (CPM). • The average rate is $35 per 1000 views. Compared to TV ($6-14), magazines ($8-20), and newspapers ($18-20), web advertising is very expensive. • Click-Through. Expensive. Average is about $0.25 per click. • The most expensive sites average between $30,000 and $100,000 for a three-month business card size display ad. • Much depends on the nature of the site, and how "qualified" the viewers are for the advertiser.

  12. Types of Web Ads • Besides corporate website there are three types of advertisements on the web. • Banner ads • Roughly 460 X 68 pixels. • Most prevalent form of web advertising. • skyscraper ad • An online ad significantly taller than the 120x240 vertical banner. • Can have left side or right side or both. • Check out: http://www.marketingterms.com/dictionary/skyscraper_ad/ • Classified ads, like those at EPage. • Site features over 250,000 paid classified ads • Display ads, • Includes pop-unders and pop-ups • And now Flash and broad band animations and videos

  13. Assignments 7 and 8 DUE Tuesday 11-29 • Assignment # 7Write/Layout a Yellow pages ad. Use PowerPoint, Word, or InDesign. Create a border around the ad. Indicate the size of the ad in an area outside the border. • Assignment # 8: Write an Outdoor ad and a Web Banner Ad

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