tài liệu truyền thông - chap13 - quảng cáo internet

Be familiar with the two key features of Internet advertising: individualization and interactivity.. Understand how Internet advertising differs from advertising in conventional mass-ori

Internet Advertising

CHAPTER 13

1 Appreciate the magnitude, nature, and potential for

Internet advertising

2 Be familiar with the two key features of Internet

advertising: individualization and interactivity

3 Understand how Internet advertising differs from

advertising in conventional mass-oriented advertising media, as well as how the same fundamentals apply

to both general categories of ad media

4 Understand the various forms of Internet advertising:

display ads, rich media, e-mail advertising, Web logs, search engine advertising, and advertising via

behavioral targeting

Chapter Objectives

After reading this chapter you should be able to:

© 2010 South-Western, a part of Cengage Learning All rights reserved 13–2

5 Appreciate the importance of measuring Internet

advertising effectiveness and the various metrics

used for this purpose

Chapter Objectives (cont’d)

After reading this chapter you should be able to:

© 2010 South-Western, a part of

Cengage Learning All rights

reserved

13–4

The Internet As an Advertising Medium

• The Internet’s Evolving IMC Roles

• Issues and Concerns

communications in targeting and reaching customers

The Two i’s of the Internet:

Individualization and Interactivity

• Individualization

flow of information

• Interactivity:

the information that they perceive as relevant

managers to build relationships with customers via

two-way communication

© 2010 South-Western, a part of

Cengage Learning All rights

reserved

13–6

The Internet Compared

with Other Ad Media

• Interactivity as a Disadvantage

(“leaning forward”) when connecting to the Internet, making them more apt to actively avoid unsolicited

advertisements as clutter

(”leaning back”), making them more receptive to

advertisements embedded in the media

Internet Advertising Formats

Table 13.1

• Web Sites

• Display or Banner Ads

• Rich Media Formats

• Wireless E-mail Advertising

• Mobile Phone Advertising

• Search Engine Advertising

• Keyword-Matching Advertising

• Content-Targeted Advertising

• Advertising via Behavioral Targeting

• Uses for Web Sites

 As an advertisement for the company

 As a venue for generating and transacting exchanges between organizations and their customers

 As a link to other integrated marcom communications

• Well-Designed Web Sites

 Are easy to navigate

 Provide useful information

 Are visually attractive

 Offer entertainment value

 Are perceived as trustworthy

Display or Banner Ads

• Click-through Rates (CTRs)

to attention

unknown-brand CTRs increase with multiple exposures

• Banner Ad Benefits

brands increases brand equity

consumers

Rich Media on the Internet

Pop-Ups Interstitials Superstitials Video Ads and Webisodes

Rich Media Advertising Formats

issues (e.g., products and brands ) with others in

online forums

connect with customers and appear more credible

• Podcasts

which consumers can subscribe

self-selected programs of interest to them

Blogs, Podcasts, and Social Networks

• Social Networks

and information, and create online communities

from one another and to share their experiences

• E-mail as a Effective Marcom Tool

targeted groups

• Opt-In E-mailing

send messages to consumers

is of interest to the receiver

E-mail Advertising (cont’d)

• E-mail magazines (E-zines)

specialized content and credible advertising

messages to targeted audiences

• Wireless E-mail Advertising (WiFi)

hotspots

message consumers with pertinent offers from stores close to their location

© 2010 South-Western, a part of

Cengage Learning All rights

reserved

13–16

The Special Case of Mobile Phones

• Cellular Phones as the Third Screen

• Marcom Issues

unsolicited messages

Search Engine Advertising (SEA)

• Search Engine Advertising (SEA)

40% of online advertising spending

Google, MSN Search, and Yahoo!) that people use

when seeking information

their natural search efforts indicate they are interested

in buying a particular good or service

a firm’s product or service will be included in the

search results and appear as a sponsored link

Step 1: Prospective purchasers of a specific good or service perform natural

search using one or more search engines to locate that item

Step 2: Matches to Internet shopper’s search are generated by Google or

another search engine

Step 3: Alongside the matches are sponsored links that correspond to the

keyword(s) entered by the shopper

Step 4: These sponsored links appear because companies offering the

searched item purchased corresponding keywords from the search engine company

Step 5: Shoppers may click through to a sponsored Web site and purchase

a desired item or, at least, consider this Web site for future purchases

Purchasing Keywords and Selecting

Content-Oriented Web Sites

• Keyword Matching Advertising

they are willing to pay each time an Internet shopper clicks (cost per click, CPC) on a sponsored link to

reach their website as a result of a search

• Content-Targeted Advertising (AdSense)

on sites with content related to their products or

services

receiving a commission

© 2010 South-Western, a part of

Cengage Learning All rights

reserved

13–20

Purchasing Keywords and Selecting

Content-Oriented Web Sites (cont’d)

• Click Fraud

sponsored link repeatedly in order to harm the other advertiser

click on links to advertised Web sites to increase

revenue

Advertising via Behavioral Targeting

that record the activities of

visitors to web sites—

regarded by some users as

an invasion of their privacy

Suitable for global use

Memorable and pronounceable

Facilitates consumer learning

Measuring Internet Ad Effectiveness

How many people clicked through a particular Web ad?

What actions were taken following click throughs or site visits?

What are the demographic characteristics of these people?

Is this form of online advertising yielding a suitable return on investment?

Questions

to Ask

How many visited

a particular Web site?

© 2010 South-Western, a part of

Cengage Learning All rights

reserved

13–24

Metrics for Measuring Internet Ad Performance

Web site or Internet ad

an ad

users’ attention and the quality

of customer relationships

visitors

visits

search behavior

Metrics for Measuring Internet Ad

Performance

• Click-through Rate (CTR)

Internet-delivered ad and actually clicked on it

• Cost per Thousand Impressions (CPM)

basis) it costs to place an online ad

the user (opportunity-to-see, OTS) but provides no

real information about the actual effect of the

advertisement

• Cost per Action (CPA)

or rich-media ad to visit a brand’s Web site, register their names on the brand’s web site, and purchase

the advertised brand