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Typology of Internet Advertising McMillan, S. (2007). Internet Advertising: One Face or Many.

Typology of Internet Advertising McMillan, S. (2007). Internet Advertising: One Face or Many. Chapter 02 of Internet Advertising. Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012

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Typology of Internet Advertising McMillan, S. (2007). Internet Advertising: One Face or Many.

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  1. Typology of Internet Advertising • McMillan, S. (2007). Internet Advertising: One Face or Many. • Chapter 02of Internet Advertising. • Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 • Facebook: http://www.facebook.com/group.php?gid=133258548012 • Etherpad: http://ietherpad.com/7y3drhMCnq • Thursday, 17-Feb-2011 • EB22: Online Marketing: Lecture 07 • Auditorium 4, ITU, Copenhagen, Denmark

  2. Definition of Internet Advertising “Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action nor or in the future” (Richards & Curran, 2002, p. 74) Mediated Sponsored Persuasion Action (now or later) Advertising on the Internet

  3. Advertising: Traditional vs. Internet Compression of the Hierarchy of Effects Cognition Affect Action Interactivity Intrusiveness Personalization

  4. Internet Advertising Typology Two Dimensions: Location & Purpose Location Advertiser venue Non-Advertiser Venue Purpose Initiate Contact Inform and/or Refer Facilitate Direct Interaction Facilitate Transaction

  5. Discussion Exercise 05 (in-class) Read and Discuss Chris Anderson’s Long-Tail Article http://www.wired.com/wired/archive/12.10/tail_pr.html

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