北京internet技術(shù)研究所的營銷(1)-全文預(yù)覽
【正文】 e providerWho will advertise?Technology telerelated paniesConsidered Purchases l Require research before purchasel eg. Travel automobilesHighly varied items Services large databasel eg. Job SearchElectronic Delivery Servicel eg. Financial services, insurance, credit card issuers1/27/2023 10US Top Inter Advertising Categories in 1998Consumer 26%Computing 24%Financial Services 15%Tele 11%New Media 9%Other 15%l Source: Inter Advertising Bureau1/27/2023 11Is Inter advertising about branding or direct response?1/27/2023 12Direct marketers focus on lead generating responses.The “Click”Research Proves Branding Impact1/27/2023 13Inter Advertising is a Combination of Media and Technology1/27/2023 14Request for Ad from AMSIP AddressCountryDomainCompanyBrowserOperating SystemUser ProfileBusiness UserNew YorkTargeted Ad isDelivered to Anonymous UserAd ManagementSoftwareHow Dynamic Advertising Works1/27/2023 15What form does it take?BannerSide Frame / SponsorshipsPopup WindowsInterstitialsPush AdvertisementFree ISP Banner / Tool BarEMail1/27/2023 16BannersBillboardtype ad placed at the top of a web pageWhen users click on it, users will be lead to advertiser’s web site.The most mon form of online advertisement1/27/2023 17Key Response Drivers:?Message?Frequency?TargetingBuilding Traffic Banner Ads1/27/2023 18Side Frame / SponsorshipsGoal: putting ads in contextOffer strong identification of advertisers to user1/27/2023 19Popup WindowsNew windows that can be closed immediately or used to request information or lead to transactions.Usually pop up when users enter a site1/27/2023 20InterstitialsLarge, nearly fullscreen ads that often appear on browsers as a new page is loading. Superstitials: lenhanced version of interstitials developed by UnicastlOffers mediarich technology1/27/2023 21Push AdvertisementSimilar to
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