Tài liệu Module 6: Advertising Your E-Commerce Web Site ppt

Contents Overview 1 The Banner Network Service: An Introduction 7 Using Banner Network to Advertise Your Web Site 8 Lab 6: Using Banner Network to Advertise Review 26 Module 6: Ad

Contents

Overview 1

The Banner Network Service: An

Introduction 7

Using Banner Network to Advertise Your Web

Site 8

Lab 6: Using Banner Network to Advertise

Review 26

Module 6: Advertising Your E-Commerce Web Site

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Development Lead: P.M Murali (NIIT)

Instructional Designers: Sangeeta Nair (NIIT), Vijayalakshmi Narayanaswamy, (NIIT)

Technical Contributors: Scott Swigart (3 Leaf Solutions, LLC); Gary Gumbiner (Great Barrier Technologies)

Program Manager: Steve Merrill

Graphic Artist: Scott Serna

Editing Manager: Lynette Skinner

Editor: Dennis Rea

Copy Editor: Ed Casper (S&T Consulting)

Publications Manager: Miracle Davis

Test Manager: Eric Myers

CD Build Specialist: Jenny Boe; Eric Wagoner

Production Coordinator: Marlene Lambert (Online Training Solutions, Inc.); Susie Bayers (Online Training Solutions, Inc.)

Manufacturing Manager: Bo Galford

Manufacturing Support: Laura King

General Manager: Robert Stewart

Instructor Notes

This module discusses the need for an e-commerce Web site to advertise on the World Wide Web The module highlights the various advertising opportunities available on the Web for promoting an online business, and presents an overview of the Banner Network service provided by Microsoft® bCentral™ for promoting Web sites The module provides students with the knowledge and skills necessary to use Banner Network to categorize Web sites, submit banners, target banners at the appropriate audience segments, and filter banners from specific Web site categories Finally, the module provides information on how to view various reports that track the number of visitors to a Web site After completing this module, the students will be able to:

! Identify the benefits of online advertising

! Describe the benefits of the Banner Network service

! Sign up for the Banner Network service

! Categorize the content of your Web site

! Insert LE HTML code to place banners

! Submit a banner to Banner Network

! Target your banner at appropriate sites

! Block banners from specific categories of sites

! View statistics on the number of user visits to a Web site

Materials and Preparation

This section provides you with the materials and preparation tasks you need to teach this module

Required Materials

To teach this module, you need the following materials:

! Microsoft PowerPoint® file 1933A_06.ppt

! Module 6, “Advertising Your E-Commerce Web Site”

! Lab 6, “Using Banner Network to Advertise Your Web Site”

Preparation Tasks

To prepare for this module, you should:

! Read all of the materials for this module

! Complete the lab

Presentation:

75 Minutes

Lab:

40 Minutes

Module Strategy

Use the following instructional strategies to present this module:

! Advertising Web Sites Explain the reasons for promoting a business Web site, and how various Web-related advertising techniques help in achieving advertiser goals Next, reiterate the importance of online advertising for the success of an e-

commerce Web site by using the facts stated in the topic

! The Banner Network Service: An Introduction Highlight the benefits of Banner Network provided by Microsoft bCentral The major features of Banner Network should be described briefly at this point in the class

! Using Banner Network to Advertise Your Web Site Show the students how to fill out the Banner Network Join application form, categorize a site, insert HTML code for attaching the banner to the Web site, submit the banner to the Web, target a banner, and filter specific site

categories Explain the importance of each procedure before demonstrating the procedure through the PowerPoint presentation on the instructor computer

Overview

! Advertising Web Sites

! The Banner Network Service: An Introduction

! Using Banner Network to Advertise Your Web Site

When you start a new e-commerce business, you might have great ideas for establishing an online presence, and excellent products in terms of quality and cost You might even spend a fortune hiring the best Web-page designers and writers to create an impressive online presence However, if potential customers cannot find your Web site, or do not know about your business, all of your efforts will be wasted Like any traditional brick-and-mortar business, the success of an online business also depends on marketing, advertising, and public relations

Therefore, in addition to creating an online presence for your business that is informative, visually appealing, and easy to understand, it is critical that you develop innovative ways to promote your online business in order to generate traffic and gain orders for your products

By joining a banner exchange network, you agree to display random banner advertisements on your site in exchange for having your advertisement appear

on the sites of other businesses

Participating in a banner exchange network is a great way to promote your site because:

! Advertisements with appealing graphics and highlighted text have been proven to attract the attention of customers

! Advertisements are well distributed across the Web, resulting in increased visibility because a large number of Web users are able to view them

In this module, you will learn

about the advantages of

promoting Web sites

through online advertising

You will also learn how to

use the Banner Network

service of Microsoft bCentral

to place the banners of your

site on other sites

Delivery Tip

When explaining banner

exchange networks, access

the site

http://www.bcentral.com as

an example Show the

banner advertisement

displayed at the top of the

bCentral home page The

page displays a different

banner each time it is

refreshed

After completing this module, you will be able to:

! Identify the benefits of online advertising

! Describe the benefits of the Banner Network service provided by Microsoft® bCentral™

! Sign up for the Banner Network service

! Categorize the content of your Web site

! Insert LE HTML code to place banners

! Submit a banner to Banner Network

! Target your banner at appropriate sites

! Block banners from specific categories of sites

! View statistics on the number of user visits to a Web site

# Advertising Web Sites

! Strategies for Advertising a Web Site

! Advantages of Banner Advertisements

To sustain and grow a business, you must promote the business in order to make potential customers aware of it Promoting a business involves informing the target audience about the organization’s background and the products and services it offers A successful business promotion should be able to reach the maximum number of target customers Advertising has proven to be an extremely successful business promotion strategy Advertising increases the visibility of products and services and highlights special features and offers that help the organization to acquire an edge over its competitors

After your business is online, you need to drive as much traffic to your site as possible Advertising on the Web is the key to the successful promotion of your e-commerce Web site

Topic Objective

To discuss strategies for

promoting Web sites and

identify the benefits of using

banner advertisements

Lead-in

When you start an online

business, you need to

promote your business to

ensure that you attract

customers To do this, you

need to devise a

combination of effective

strategies for promotion

Strategies for Advertising a Web Site

! Exchange banner ads with other sites

! Send e-mail to Internet users

! Advertise on radio, television, newspapers, and so on

! Print Web site address on letterheads

! Advertise on Internet newsgroups or bulletin boards

! Sponsor online chats

! Distribute fliers containing information about your business

! Join a Web mall

! Sponsor a contest on the Web

! Begin an affiliate program

When launching a new e-commerce Web site, you will probably want to experiment with different marketing messages and use different promotional ideas to determine what works best The Internet provides a variety of different promotional opportunities, some of which are listed in this section These promotional opportunities can be used to target mass groups or very specific demographic audiences, depending on your needs

Each time you execute any form of marketing campaign, it is important to carefully track results to determine what methods generate the most positive results for your business Tracking results helps you to plan your future marketing and advertising strategies

The following are some ways to advertise and promote your e-commerce Web site:

! Exchange banner advertisements with other Web sites related to your type

of business

! Send messages through e-mail or direct mail to selected groups of Internet users, informing them about your company, brand, and products This is referred to as an e-mail broadcast or targeted e-mail list

! Advertise on various media outlets such as television, radio, newspapers, and magazines

Topic Objective

To describe the advertising

strategies that a new online

business can adopt

Lead-in

An online business can use

a combination of methods to

advertise itself and its

products and services

Some of these are the same

methods used by

conventional

brick-and-mortar businesses

! Print your Web site address on letterheads and business cards

! Advertise on Internet newsgroups or bulletin boards

! Sponsor and participate in online chats

! Distribute electronic press releases

! Distribute fliers with information about your online business

! Join a mall on the Web

! Announce a contest People like receiving gifts and prizes, so if you publicize a contest on your Web site, you will generate more traffic

! Begin an affiliate program A retailer’s affiliate program pays a commission

to other sites whose links to the retailer’s site result in an actual sale The goal is to build a network of affiliates who have a financial stake in promoting your e-commerce Web site

Of the above, banner advertising is one of the most widely used and effective online advertising techniques

Advantages of Banner Advertisements

Banners advertising a site on the Web:

$ Attract customers from all over the world

$ Allow customers to quickly access information about a business and its products/services

$ Can be updated constantly

$ Can be modified based on customer response

Advertising on the Internet is becoming increasingly popular One effective method of advertising on the Internet is banner ads, which provide the following advantages to a business:

! Because the World Wide Web is accessible from millions of offices and homes, banners that advertise your online business can attract customers from all over the world

! People who view your banner advertisements can respond instantly and find more information about the advertised product by simply clicking a link to your Web site

! The World Wide Web makes it possible for your online advertising to be effective 24 hours a day, every day Because advertising campaigns can be launched, modified, or stopped almost instantly, your site can be updated continuously

! You can count the number of exposures your advertisement receives and the number of people who visit your site as soon as the advertisement is online Based on this information, you can modify your message or alter the placement of your banner advertisements to reach a more focused audience

Topic Objective

To explain the advantages

of placing banner ads on the

Internet

Lead-in

Banner ads are crucial for a

new online business, and

can help in several ways

The Banner Network Service: An Introduction

Banner Network service:

! Easy-to-use service

! Enables you to advertise your Web site on other sites

! Can be used to target banners at specific sites

! Gives your banners wide exposure over the Internet

! Allows the use of standard and custom banners

! Tracks the effectiveness of banner ads

! Provides free credit points to display more banners

Microsoft bCentral provides a service called Banner Network that allows you to place banner advertisements on other Web sites that your target audience is likely to visit By using Banner Network, you can target your banners at very specific categories of Web sites You can also view daily, weekly, or monthly statistics on the number of visits to your site, helping you to measure the effectiveness of your banner ads

Using Banner Network lets you take advantage of the bCentral Banner Network This advertising network reaches more than 60 percent of Web users through more than 400,000 Web sites You can place your banner ads

selectively on the Web sites of Banner Network members, and also display the banner advertisements of member sites on your site Banner Network allows you to decide which types of banners other Banner Network members may place on your site

The number of banners that you can display on other sites depends on a system

of credits One credit point implies that you can place your banner on one site only As a member of the Premium Membership of Microsoft bCentral, you get 5,000 free credit points each month In addition, you also earn credit points based on the number of banners other members display on your site

Topic Objective

To present the benefits of

Banner Network and

highlight its features

Lead-in

The Banner Network service

of Microsoft bCentral is an

inexpensive and

easy-to-use service that you can easy-to-use

to place your banner

advertisements on Web

sites around the world

# Using Banner Network to Advertise Your Web Site

! Filling Out the Join Application Form

! Categorizing Your Web Site

! Making Your Banner Work: Inserting HTML Code

! Fill out the Join application form

! Categorize the content of your Web site so that other members can recognize it according to its category

! Make your banner work by inserting the necessary HTML code

! Submit your site banner to the Web

The preceding steps complete the sign-up process After your banner has been submitted to the Web, the following tasks can be performed by using the Banner Network service:

! Target your banner to be displayed in specific categories of sites

! Block specific categories of advertisements from appearing on your site by filtering banners

! View periodic statistics about the number of visits to your site

Topic Objective

To describe the steps

involved in using Banner

Network to promote an

e-commerce Web site

Lead-in

To take full advantage of the

Banner Network service,

you must follow a series of

steps

Filling Out the Join Application Form

! Requires users to rate the content of their Web sites according to a three-point rating system

! In the three-point rating system:

$ Rating 1 is given to sites related to children

$ Rating 2 is given to sites containing content of general interest

$ Rating 3 is given to sites containing information of a mature nature, and sites that are likely to contain controversial topics

If you are using the Banner Network service for the first time, you must sign up

by filling out a Banner Network Join application form This easy-to-use form requires you to enter details about your Web site After filling out the form, you must submit it to bCentral

Banner Network has a three-point rating system for categorizing the content of

a Web site The following ratings can be given to Web sites by Banner Network:

! Rating 1 This rating indicates that the site is intended for children

! Rating 2 This rating indicates that the site contains content of general

interest Many business sites fall into this category

! Rating 3 This rating indicates that the site contains subject matter that is

likely to be of a mature nature and should be viewed only under parental guidance This rating also indicates that the subject of the site might be controversial to certain people Subjects such as religion, politics, and video games with violent themes fall into this category

Before filling out the Join application form, it is a good idea to analyze the content of your site and check to see which rating would be most applicable

Topic Objective

To list the information that a

new user of Banner Network

needs to enter on the Join

Web sites, a new user must

first fill out the Join

application form

The Banner Network Join application form is simple and easy to use Before you enter details in the form, make sure you read the Banner Network terms and conditions The Join application form requires you to enter the following information:

! The URL (Uniform Resource Locator) of your Web site

! The title of your site

! A description of your site

! The intended audience for your site

! The number of visitors your site receives daily

! The primary language of your site

! The type of your site (business or non-business)

! The type of site on which banners will be displayed (business or business)

non-! The rating for your site (1, 2, or 3)

! The rating for the sites that will place banners on your site

! The rating for the sites on which your site will be advertised

! The source where you received information about bCentral

! Whether or not you want to receive advertising update subscriptions from Microsoft bCentral

After entering these details, you must confirm their validity to complete the sign-up process

Delivery Tip

Demonstrate the procedure

for accessing and filling out

the Join application form by

using the PowerPoint

presentation

Categorizing Your Web Site

! Categorizing affects your listing in the bCentral Surf Point directory

! Banner Network offers three levels of categorization

! Examples of categories that can be used for your site:

$ Level 1: Entertainment and Leisure

$ Level 1: Business, Level 2: Companies/Industries, Level 3: Toys

$ Level 1: Shopping and Services, Level 2:

Store/Mall/Catalog

The category in which you place your Web site affects your listing in the Microsoft bCentral Surf Point directory The Surf Point directory contains all of the members of the Banner Network, and includes the account description, the submitted banner, and a link to the Web site of each member

Banner Network offers three levels of categorization, from the generic first level to the specific third level This allows you to categorize your Web site descriptively and accurately

For example, consider the case of Mightyflight Toys The business has established an e-commerce Web site representing a retail toy store To accurately reflect its business, Mightyflight Toys can select the first-level category as Shopping and Services, the second-level category as

Store/Mall/Catalog, and the third-level category as Stores and Retailers

Alternatively, Mightyflight Toys could also select the first level category as Business, the second level as Companies/Industries, and the third level as Toys, thus categorizing the Web site in both the Shopping and Services and Business hierarchies

Categorizing a site in the Banner Network hierarchy is simple Select the first level of site categories and confirm your selection You will be shown the second level of categories that fall under the first level of category that you selected Select one second-level category and confirm your selection This, in turn, will display a third level of categories under the second level of category that you selected Confirm your selection You have now categorized your site

in one hierarchy You can similarly select another hierarchy for your site

Topic Objective

To present the steps

involved in categorizing your

Web site

Lead-in

Before submitting a banner,

you must categorize your

Web site based on its

content

Delivery Tip

Demonstrate the procedure

for categorizing your Web

site You can add two

categories for the site Add

the first one by going

through the process of

selecting each level in the

hierarchy Add the second

by directly entering a search

string

Alternatively, you can search for a category by typing a search string in

the Search text box If the category is listed at one or more places in Banner

Network’s hierarchy of categories, these instances will be displayed as links You can click on the link to add a category For example, for a toy site, you can type the search string “toys” This will list all instances where the word “toys”

is listed as part of the hierarchy

You can also delete a category hierarchy that you have selected and add another hierarchy

Note