SEM1 3.04 A - Promotion

1. SEM1 3.04A - Promotion PE – Understand the use of direct marketing to attract attention and to build a brand PI – Explain the nature of online advertising PI – Discuss types of direct mail tactics PI – Discuss the use of search-engine optimization strategies

2. SEM1 3.04A - Promotion PE – Understand the use of direct marketing to attract attention and to build a brand Terms Online Advertising

3. Locate examples of the online advertising terms that include sport/event banner ads buttons, pop-up ads, flash ads, and other online advertising, etc. that appear on major search engines and directories. Create a 15 box poster with pictures representing each term and identify each term underneath the picture.

4. Terms – Online Advertising • 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 • 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

5. 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

6. 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

7. PI: Explain The Nature Of Online Advertising

8. How the Internet has Changed Advertising

9. Advantages of Online Advertising • Scalability – ability to function regardless of size • Cost-effectiveness - reasonably priced for advertising • Desirable Demographics • Targeted Audience • Growing Audience • Tracking Capabilities • International/Worldwide Opportunities – market anywhere

10. Benefits of Online Advertising with Google

11. Disadvantages of Online Advertising • Consumers may ignore the message • May not reach your intended target market • Some ads may be very expensive • Consumers get distracted – clutter • Too many options • Viewing problems • Copy write issues

12. The State of Online Advertising

13. Banner Ads vs. Rich Media Ads • Banner Ads • Cost effective • Above average click through • Good branding tool • Easy to track • Targeted traffic • Often ignored by consumers • Both are highly interactive

14. Banner Ads vs. Rich Media Ads • Rich Media Ads • Higher cost to create & maintain • Better click through than normal banners • May be viewed as annoying & intrusive • Use of pop-up blockers may prevent viewing • Ad blindness due to overcrowding

15. Do you pay attention to ads online? Do you think online advertising is a good way to market products? Why? Explain your answer.

16. Locate examples of the online advertising terms that include sport/event banner ads buttons, pop-up ads, flash ads, and other online advertising, etc. that appear on major search engines and directories. Create a 15 box poster with pictures representing each term and identify each term underneath the picture.

17. PI: Describe MOBILE MARKETING Tactics

18. Mobile Marketing

19. Mobile Marketing Advantages Disadvantages Privacy issues Navigation issues Viewing issues Deletion of message Lack of reliable measurements tools Platform too diverse & complex • Lower cost • Customization • Easy tracking & response • Not labor intensive • Instant results • Huge viral potential • Micro blogging benefits

20. Mobile Marketing • Types of devices used • Mobile phones • Apps • Growth of mobile marketing • Should generate more than $5 billion in sales by 2015 • Privacy issues with mobile marketing • Advertisers are wary of privacy issues • FCC has not rules on limiting use and release of customer data, including location information • Users must now agree to have their information released and they can opt out in an easy manner

21. Mobile Marketing Text • SMS (text messaging) – exchange of short text messages between fixed line or mobile phones • MMS (multimedia messaging services)

22. Advergame

23. QR Code

24. Location Based Services

27. Locate examples of the online advertising terms that include sport/event banner ads buttons, pop-up ads, flash ads, and other online advertising, etc. that appear on major search engines and directories. Create a 15 box poster with pictures representing each term and identify each term underneath the picture.

28. PI – Discuss the use of search-engine optimization strategies

29. Search Engines • Purpose of Search Engines – to provide an international source of information in an organized, systematic manner • Search engines can assist individuals by quickly researching various information groups of interest • Web crawling (search engine spiders) methodically searches the web for HTML text in an automated manner – These spiders will often ignore flash, Java and other items and search for the basic HTML text • Importance of location/top of list • Greater company visibility - Higher level of website traffic • More customer trust in company’s website • More customer focus of company’s value and importance

30. Search Engine Optimization (SEO)

31. Search Engines Advantages Disadvantages Competition Must make changes to your website code - costly Takes a while to kick in - slow Crowded market place Irrelevant web pages causes frustration of consumers Takes a learning curve to learn how to navigate properly PPC (pay per click) can be expensive • Can be an effective marketing technique • Targets the right audience • Cost effective • Builds credibility • Large indexes offer wide variety of information • Consumers can clearly define what they seek • Organization of information

33. Top Ten Google Searches of 2012

34. Search Engine vs. Social Media

35. Which is best way to advertise: Online, Mobile, or Search Engine Advertising? Please explain your opinion. You will discuss this with a partner and give your partner’s opinion during class discussion.

36. 1 – Finish Vocabulary Poster – Online and Mobile Advertising 2- 3.01 – 3.04 Review Crossword Puzzle using notes