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    Topic 9: Marketing Communication: BBED 4103 E-Commerce

    Uploaded by

    LucyChan
    Marketing communications have dual purposes of branding and sales. Online advertising is growing rapidly due to its lower cost, rich format capabilities, timeliness, participation, and location-based targeting compared to other media. Common forms of online advertisements include banner ads, paid search placements, sponsorships, affiliate relationships, pop-under ads, interstitial ads, and superstitial ads. Advertisers can place banners via banner swapping, exchanges, or networks. Effective websites are informative, easy to navigate and use, employ simple graphics and legible text, and make purchases simple.

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    Topic 9: Marketing Communication: BBED 4103 E-Commerce

    Uploaded by

    LucyChan
    44 views11 pages
    Marketing communications have dual purposes of branding and sales. Online advertising is growing rapidly due to its lower cost, rich format capabilities, timeliness, participation, and location-based targeting compared to other media. Common forms of online advertisements include banner ads, paid search placements, sponsorships, affiliate relationships, pop-under ads, interstitial ads, and superstitial ads. Advertisers can place banners via banner swapping, exchanges, or networks. Effective websites are informative, easy to navigate and use, employ simple graphics and legible text, and make purchases simple.

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    Marketing communications have dual purposes of branding and sales. Online advertising is growing rapidly due to its lower cost, rich format capabilities, timeliness, participation, and location-based targeting compared to other media. Common forms of online advertisements include banner ads, paid search placements, sponsorships, affiliate relationships, pop-under ads, interstitial ads, and superstitial ads. Advertisers can place banners via banner swapping, exchanges, or networks. Effective websites are informative, easy to navigate and use, employ simple graphics and legible text, and make purchases simple.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    44 views11 pages

    Topic 9: Marketing Communication: BBED 4103 E-Commerce

    Uploaded by

    LucyChan
    Marketing communications have dual purposes of branding and sales. Online advertising is growing rapidly due to its lower cost, rich format capabilities, timeliness, participation, and location-based targeting compared to other media. Common forms of online advertisements include banner ads, paid search placements, sponsorships, affiliate relationships, pop-under ads, interstitial ads, and superstitial ads. Advertisers can place banners via banner swapping, exchanges, or networks. Effective websites are informative, easy to navigate and use, employ simple graphics and legible text, and make purchases simple.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 11

    Topic 9: Marketing

    Communication
    BBED 4103
    E-Commerce
    • Marketing communications have a dual
    purpose:

    Branding

    Sales.
    Advertising
    • The most common and familiar marketing
    communications tool.
    Why online advertising is growing
    rapidly?
    Reason Description

    Cost Cheaper than those in other media

    Richness of format Use the convergence of text, audio,


    graphics, and animation.

    Timeliness Can be fresh and up-dated regularly

    Participation The Web is a participatory tool.

    Location-basis Internet ads can be sent to consumers


    whenever they are in a specific location.
    Number of different forms of online
    advertisement
    • Banner and rich media ads;

    • Paid search engine inclusion and placement;

    • Sponsorships; and

    • Affiliate relationships.
    • Banner and Rich Media Ads
    – were the first Internet advertisements.
    – Pop-under ads open underneath a user’s active
    browser window and do not appear until the user
    closes the active window. The ad remains visible
    until the user takes action to close it.

    – An interstitial ad (interstitial means “in


    between”) is a way of placing a fullpage message
    between the current and destination pages of a
    user.
    Superstitial is a rich media ad that can be any
    screen display size up to 550 x 480, and with a
    file size of up to 100 KB.

    • An advertiser who wants to place a banner or


    rich media advertisement on the Web has
    several options via:
    • Banner swapping arrangements among firms
    allow each firm to have its banners displayed
    on other affiliate sites for no cost.
    • Banner exchanges (such as Microsoft’s
    bCentral Banner Network) arrange for banner
    swapping among firms, usually small firms
    that cannot afford expensive ad networks.
    • Ad networks such as DoubleClick and Flycast
    act as brokers between advertisers and
    publishers, placing the ads and tracking all
    activity related to the ad.
    Website Functionality
    • Make it as an informative site
    • Employ simple navigation (ease of use)
    • Use redundant navigation
    • Make it easy for consumers to purchase
    • Feature multi-browser functionality
    • Apply simple graphics
    • Use legible text
    Different forms of online
    advertisement
    • Banner and rich media ads;

    • Paid search engine inclusion and placement;

    • Sponsorships; and

    • Affiliate relationships.
    • Direct E-mail Marketing

    • Online Catalogs

    • Public Relations

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