1 / 0

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

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

ulani
Download Presentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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
More Related