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2.1 Chapter 9: Chapter 9: INTERNET INTERNET ADVERTISING ADVERTISING 9.1

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Page 1: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

2.1

Chapter 9:Chapter 9:

INTERNET INTERNET

ADVERTISINGADVERTISING

9.1

Page 2: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Overview of CyberspaceOverview of Cyberspace

INTERNET BASIC PARTSINTERNET BASIC PARTS The InternetThe Internet Electronic Mail (e-Mail)Electronic Mail (e-Mail) Internet Relay Chat (IRC)Internet Relay Chat (IRC) UsenetUsenet World Wide Web (WWW)World Wide Web (WWW)

9..29..2

Page 3: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Overview of Cyberspace Overview of Cyberspace (con’t)(con’t)

INTERNET MEDIA ADVERTISINGINTERNET MEDIA ADVERTISING Email (listservs)Email (listservs) UsenetsUsenets World Wide WebWorld Wide Web

INTERNET MEDIA ADVERTISING TACTICSINTERNET MEDIA ADVERTISING TACTICS Push StrategyPush Strategy Pull TacticsPull Tactics ListservsListservs SpamSpam

9.39.3

Page 4: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Overview of Cyberspace Overview of Cyberspace (con’t)(con’t)

GETTING AROUND THE WORLD WIDE WEBGETTING AROUND THE WORLD WIDE WEB SurfingSurfing Using Search Engines – Users Type in a Few Words and a Programmer Using Search Engines – Users Type in a Few Words and a Programmer Process Process Finds All Sites that Correlate with KeywordsFinds All Sites that Correlate with Keywords Hierarchical Search EnginesHierarchical Search Engines Collection Search EnginesCollection Search Engines Concept Search EnginesConcept Search Engines Robot Search EnginesRobot Search Engines PortalsPortals Other Ways to Find SitesOther Ways to Find Sites Traditional Word of MouthTraditional Word of Mouth Internet Enthusiasts Share Experiences on the WebInternet Enthusiasts Share Experiences on the Web

9.49.4

Page 5: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Advertising on the Internet Advertising on the Internet

ADVANTAGESADVANTAGES Target Market SelectivityTarget Market Selectivity

TrackingTracking DeliverabilityDeliverability InteractivityInteractivity CostCost IntegrationIntegration

9.59.5

Page 6: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Advertising on the Internet Advertising on the Internet (con’t)(con’t)

Who Advertises on the InternetWho Advertises on the Internet

--Highly Concentrated Among Web and High-Tech Companies--Highly Concentrated Among Web and High-Tech Companies

--Traditional Firms are Focusing on Web Site Development--Traditional Firms are Focusing on Web Site Development

Cost of Internet AdvertisingCost of Internet Advertising

--Cost Per Thousand Basis is Becoming More Favorable--Cost Per Thousand Basis is Becoming More Favorable

--Site Development Ranges From $5,000 to $100,000 or More --Site Development Ranges From $5,000 to $100,000 or More

9.6

Page 7: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Advertising on the Internet Advertising on the Internet (con’t)(con’t)

TYPES OF INTERNET ADVERTISINGTYPES OF INTERNET ADVERTISING Banner AdsBanner Ads Pop-Up AdsPop-Up Ads e-Mail Communicatione-Mail Communication Permission MarketingPermission Marketing Viral MarketingViral Marketing Corporate Home PagesCorporate Home Pages

– Details about FirmDetails about Firm– Other Contents of InterestOther Contents of Interest– Virtual MailVirtual Mail

9.79.7

Page 8: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Establishing a Site on the World Wide WebEstablishing a Site on the World Wide Web

COST OF ESTABLISHING A SITECOST OF ESTABLISHING A SITE

GETTING SURFERS TO COME BACKGETTING SURFERS TO COME BACK Sticky SiteSticky Site Rational BrandingRational BrandingPURCHASING KEY WORDS & DEVELOPING A DOMAIN NAMEPURCHASING KEY WORDS & DEVELOPING A DOMAIN NAME Online Search Engines Sell Domain NamesOnline Search Engines Sell Domain Names A Domain Name is a Unique URLA Domain Name is a Unique URL

Firms May Choose Company NamesFirms May Choose Company Names Firms May Choose a Name Descriptive of the BusinessFirms May Choose a Name Descriptive of the Business

9.89.8

Page 9: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Establishing a Site on the World Wide Web Establishing a Site on the World Wide Web (con’t)(con’t)

PROMOTING WEB SITESPROMOTING WEB SITES

Notify Usernet GroupsNotify Usernet Groups Register with Search Engines, Internet Yellow Pages, Register with Search Engines, Internet Yellow Pages,

Appropriate Listserv GroupsAppropriate Listserv Groups Send Out Press ReleasesSend Out Press Releases E-Mail as Direct MailE-Mail as Direct Mail Traditional Mass MediaTraditional Mass Media

SECURITY AND PRIVACY ISSUESSECURITY AND PRIVACY ISSUES

9.99.9

Page 10: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Establishing a Site on the World Wide Web Establishing a Site on the World Wide Web (con’t)(con’t)

MANAGING THE BRAND IN AN E-COMMUNITYMANAGING THE BRAND IN AN E-COMMUNITY Brand Communities Behave like Traditional CommunitiesBrand Communities Behave like Traditional Communities They Have Their Own Cultures, Rituals, and TraditionsThey Have Their Own Cultures, Rituals, and Traditions Members May Create Detailed Web Pages Devoted to BrandMembers May Create Detailed Web Pages Devoted to Brand Members Discuss Ways to Use and Promote Brand to Each Members Discuss Ways to Use and Promote Brand to Each

OtherOther9.109.10

Page 11: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Establishing a Site on the World Wide WebEstablishing a Site on the World Wide Web (con’t) (con’t)

IMC AND INTERNET ADVERTISINGIMC AND INTERNET ADVERTISING CouponsCoupons ContestsContests Event MarketingEvent Marketing Public Relations and PublicityPublic Relations and Publicity Sales SupportSales Support

9.119.11

Page 12: Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail (e-Mail) Electronic Mail (e-Mail)

Establishing a Site on the World Wide Web Establishing a Site on the World Wide Web (con’t)(con’t)

THE FUTURE OF INTERNET ADVERTISINGTHE FUTURE OF INTERNET ADVERTISING Linked to Two Types of TechnologyLinked to Two Types of Technology Wireless CommunicationsWireless Communications Video Transmission--Dependent Upon Broadband DevelopmentVideo Transmission--Dependent Upon Broadband Development

9.129.12

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