Internet Advertising

1. Internet Advertising SBM 338 Lanny Wilke

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

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

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

5. 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

6. 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

7. 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.

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

9. 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 site’s code & content. • Web spider or webcrawler

10. 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

11. When next we meet…..