【正文】 8. 88*31，主要用于網(wǎng)頁鏈接，或網(wǎng)站小型 LOGO。 6. 125*125，這種規(guī)格適于表現(xiàn)照片效果的圖像廣告。 4. 234*60，這種規(guī)格適用于框架或左右形式主頁的廣告鏈接。 2. 120*60，這種廣告規(guī)格主要用于做 LOGO使用。 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 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 活動式廣告 插頁式廣告 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) 互動營銷部 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）。 Company’s six behaviorbased categories ? Simplifiers (Like convenience) ? Surfers (Use the Web to find information and explore new ideas) ? Bargainers (Are in search for good deal) ? Connectors (Use the Web to stay in touch with other people) ? Routiners (Return to same sites over and over again) ? Sportsters (Spend time on sports, entertainment sites) ? The challenge for Web businesses is to identify groups and formulate ways of generating revenue from each segmentation Customer Relationship Intensity and LifeCycle Segmentation 2022/4/14 37 Beyond Market Sgementation Chapter4 Selling to Consumers Online ? One goal of marketing is to create strong relationships between a pany and its customers ? Onetoone marketing and usagebased segmentation value – Strengthen panies’ relationships with customers ? Good customer experiences can help create an intense feeling of loyalty toward the pany and its products or services Customer Relationship Intensity and LifeCycle Segmentation 2022/4/14 38 Beyond Market Sgementation Chapter4 Selling to Consumers Online ? Researchers have identified several stages of loyalty as customer relationships develop over time ? A fivestage model of customer loyalty that is typical of these models appears in Figure 44 FIGURE 44 Five stages of customer loyalty Customer Relationship Intensity and LifeCycle Segmentation 2022/4/14 39 Beyond Market Sgementation Chapter4 Selling to Consumers Online ? The model shows the increase in intensity of the relationship as the customer moves through – The first four stages: awareness, exploration, familiarity, and mitment – In the fifth stages: separation, a decline occurs and the relationship terminates – Not all customers go through the full five stages Customer Relationship Intensity and LifeCycle Segmentation 2022/4/14 40 Beyond Market Sgementation Chapter4 Selling to Consumers Online ? Characteristics of the five stages – Awareness 知曉 ? Customers recognize pany name, product – Exploration 了解 ? Customers learn more about pany, products – Familiarity 熟悉 ? Customers have pleted several transactions ? Customers aware of returns and credits policies ? Customers aware of pricing flexibility Customer Relationship Intensity and LifeCycle Segmentation 2022/4/14 41 Beyond Market Sgementation Chapter4 Selling to Consumers Online ? Characteristics of the five stages – Commitment 承諾 ? Customer experiences highly satisfactory encounters ? Customer develops fierce loyalty or strong preference ? To lure customers from the familiarity stage to the mitment stage, panies sometimes make concessions on prices or terms – Separation 分離 ? Conditions that made relationship valuable change ? Parties enter separation stage ? An important goal of any marketing strategy should be to move customers into the mitment stage as rapidly as possible and keep them there as long as possible – Lifecycle segmentation ? Customer life cycle (the five stages) ? Using stages to create customer groups in each stage Customer Relationship Intensity and LifeCycle Segmentation 2022/4/14 42 Beyond Mark