【正文】 Selling to Consumers Online 2022/4/14 51 Advertising on the Web Advertising on the Web Chapter4 Selling to Consumers Online Banner Ads Text Ads Other Web Ad Formats Site Sponsorships Online Advertising Cost and Effectiveness Effectiveness of Online Advertising 2022/4/14 52 Advertising on the Web Advertising on the Web Chapter4 Selling to Consumers Online ? Advertising is an attempt to disseminate information in order to affect buyerseller transactions ? Fivestage customer loyalty model: helpful in creating advertising messages to convey to each audience – Awareness stage ? Advertising message should inform: describe a new product。 suggest new uses for existing products。 describe specific improvements to a product – Exploration stage ? Message should explain how product or service works and encourage switching brands 2022/4/14 53 Advertising on the Web Advertising on the Web Chapter4 Selling to Consumers Online ? Fivestage customer loyalty model: helpful in creating advertising messages to convey to each audience – Familiarity stage ? Message should be persuasive: Convincing customers to purchase specific products – Commitment stage ? Customer sent reminder message – Separation Stage ? Customer not targeted ads ? Most panies that launch electronic merce initiatives already have advertising programs in place ? Online advertising should always be coordinated with existing advertising efforts 2022/4/14 54 Advertising on the Web Advertising on the Web Chapter4 Selling to Consumers Online ? Why Inter advertising? – Television viewers are migrating移動(dòng) to the Inter – Cost (cheaper, only about 3 percent of traditional media ) and more audience (any place) – Richness of format (text, audio, graphics, animation) – Personalization （ onetoone ad to fit individual viewers) – Timeliness (update anytime) – Participation and interactive (the use of inter itself is growing) 2022/4/14 55 Advertising on the Web Advertising on the Web Chapter4 Selling to Consumers Online 網(wǎng)上廣告的主要形式 其他廣告 網(wǎng)站贊助 活動(dòng)式廣告 插頁(yè)式廣告 橫幅廣告 文本廣告 彈出式廣告 彈底式廣告 2022/4/14 56 Advertising on the Web Banner Ads Chapter4 Selling to Consumers Online ? Banner ad 橫幅廣告 – Small rectangular object on Web page that displays stationary or moving graphic – Includes hyperlink to advertiser’s Web site – Can serve both informative and persuasive functions – GIF ? animated GIFs ? rich media ? rotated 2022/4/14 57 Advertising on the Web Banner Ads Chapter4 Selling to Consumers Online ? Interactive marketing unit (IMU) 互動(dòng)營(yíng)銷部 ad formats – Standard banner sizes that most Web sites have voluntarily agreed to use – Endorsed by IAB (Interactive Advertising Bureau ): – a notforprofit anization that promotes the use of inter advertising and encourages effective inter advertising. 2022/4/14 58 Advertising on the Web Banner Ads Chapter4 Selling to Consumers Online ? By 2022, using more than 15 different IMU ad formats – 以下其中八種（單位為像素）。 1. 468*60，應(yīng)用最為廣泛的廣告條尺寸，用于頁(yè)眉或頁(yè)腳。 2. 120*60，這種廣告規(guī)格主要用于做 LOGO使用。 3. 120*120，這種廣告規(guī)格適用于產(chǎn)品或新聞?wù)掌故尽? 4. 234*60，這種規(guī)格適用于框架或左右形式主頁(yè)的廣告鏈接。 5. 120*90，主要應(yīng)用于產(chǎn)品演示或大型 LOGO。 6. 125*125，這種規(guī)格適于表現(xiàn)照片效果的圖像廣告。 7. 392*72，主要用于有較多圖片展示的廣告條，用于頁(yè)眉或頁(yè)腳。 8. 88*31，主要用于網(wǎng)頁(yè)鏈接，或網(wǎng)站小型 LOGO。 2022/4/14 59 Advertising on the Web Banner Ads Chapter4 Selling to Consumers Online ? IAB encourage its members to agree to only 4 standard formats – Medium rectangle 中矩形廣告 （ 300*250） – Rectangle 矩形廣告 （ 180*150） – Leaderboard ad 通欄廣告 （ 728*90） ? A banner ad that is designed to span Web page top or bottom – Skyscraper ad 擎天柱廣告 （ 160*600） ? A banner ad that is designed to be placed on Web page side and remains visible as user scrolls through the page 2022/4/14 60 Advertising on the Web Banner Ads Chapter4 Selling to Consumers Online ? Banner ad placement 橫幅廣告投放 – Use a banner exchange work ? Coordinates ad sharing ? Free, but often difficult to find a group of other web sites that have formed an exchange or that belong to an exchange that are not direct petitors – Find Web sites appealing to pany’ s market segments ? Pay sites to carry ad ? Take considerable time and effort – Use a banner advertising work ? Acts as broker between advertisers and Web sites that carry ads 2022/4/14 61 Advertising on the Web Banner Ads Chapter4 Selling to Consumers Online ? New strategies for banner ads – When banner ads first appeared on the Web in the mid1990s, they were a novelty for Web surfers ? As users saw more ads, however, the ads lost ability to attract attention – Solutions ? Introduce animated GIFs with moving elements ? Create ads displaying rich media effects (movie clips) ? Add interactive effects (Java programs): respond to user’ s click with some action ? Create ads acting like mini video game ? Create ads appearing to be dialog boxes 2022/4/14 62 Advertising on the Web Text Ads Chapter4 Selling to Consumers Online ? An ad format that is deceptively simple but very effective is the text ad 文本廣告 ? Short promotional message – No graphic elements: ? Usually placed along Web page top or right side ? Example: Google – The use of text ads was one of the innovations that helped Google bee one of the leading search sites on the Web – It gave Google an effective way to earn money while providing users with a useful search experience ? Inline text ad – Text in stories displayed as hyperlinks 2022/4/14 63 Advertising on the Web Other Web Ad Formats Chapter4 Selling to Consumers O