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Clemons’ Definition of Advertising

Online Advertising: Negative Prognosis Clemons, E.(2009). Why Advertising Is Failing On The Internet , TechCrunch. Clemons’ Definition of Advertising. Advertising is using sponsored commercial messages to build a brand and paying to locate these messages where

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Clemons’ Definition of Advertising

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  1. Online Advertising: Negative PrognosisClemons, E.(2009). Why Advertising Is Failing On The Internet, TechCrunch

  2. Clemons’ Definition of Advertising Advertising is using sponsored commercial messages to build a brand and paying to locate these messages where they will be observed by potential customers performing other activities; these messages describe a product or service, its price or fundamental attributes, where it can be found, its explicit advantages, or the implicit benefits from its use.

  3. Clemons’ Basic Premise The internet is not replacing advertising but shattering it

  4. The Three Reasons Consumers do not trust advertising Consumers do not want to view advertising Consumers do not need advertising

  5. The Three Alternative Models Selling real things Selling virtual things Selling content and information Selling experience and participation in a virtual community Selling accessories for virtual communities Selling access Misdirection Evaluation, assessment, and validation Social search Contextual mobile ads

  6. Discussion Connect to Lecture 02 Exercise on Personal Reflection What is your own personal experience with online ads? Recall Recognition Purchase Word of Mouth Online Reviews Emotional Engagement

  7. Next Week Lectures 3-4-5 Readings will be assigned Exercises Bring your laptop or mobile internet device to class

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