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Advertisement - E-Commerce - Lecture Slides, Slides of Fundamentals of E-Commerce

Acharya Nagarjuna UniversityFundamentals of E-Commerce

Students of Communication, study E-Commerce as an auxiliary subject. these are the key points discussed in these Lecture Slides of E-Commerce : Advertisement Strategies, Specific Groups, Emphasize Brands, Marketing Strategy, Designing Internet, Loading Speed, Business Content, Graphics, Tables, Standard Monitors

Typology: Slides

2012/2013

Uploaded on 07/29/2013

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E-Commerce
(Advertisement in E-Commerce)
Learning Objectives
•Describe the objectives of Web advertisement, its types
and characteristics
•Describe the major advertisement methods used on the
Web, ranging from banners to chat rooms
•Describe various Web advertisement strategies
•Describe various types of promotions on the Web
•Discuss the benefits of push technology and intelligent
agents
Learning Objectives (cont.)
•Understand the major economic issues related to
Web advertisement
•Describe the issues involved in measuring the
success of Web advertisement as it relates to
different ad pricing methods
•Compare paper and electronic catalogs and describe
customized catalogs
•Describe Web advertisement implementation issues
ranging from ad agencies to the use of intelligent
agents
A Framework for EC
Advertising
•An attempt to disseminate information in order to
affect buyer-seller transactions
•Companies must:
–Deliver ads in an appropriate manner that will ‘stick’ in the
minds of consumers
–Ensure goods and services are those that meet the needs
of consumers
–Ensure that advertising is not annoying and does not have
a negative impact
History
HistoryHistory
History
The world wide web was invented
by a British scientist in a research
and development lab in 1993.
Internet Marketing began one year later,
with advertising in 1994 when
Hotwired.com
sold the first banner ad.
Docsity.com
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E-Commerce

(Advertisement in E-Commerce)

Learning Objectives

  • Describe the objectives of Web advertisement, its types and characteristics
  • Describe the major advertisement methods used on the Web, ranging from banners to chat rooms
  • Describe various Web advertisement strategies
  • Describe various types of promotions on the Web
  • Discuss the benefits of push technology and intelligent agents

Learning Objectives (cont.)

  • Understand the major economic issues related to Web advertisement
  • Describe the issues involved in measuring the success of Web advertisement as it relates to different ad pricing methods
  • Compare paper and electronic catalogs and describe customized catalogs
  • Describe Web advertisement implementation issues ranging from ad agencies to the use of intelligent agents

A Framework for EC

Advertising

  • An attempt to disseminate information in order to affect buyer-seller transactions
  • Companies must:
    • Deliver ads in an appropriate manner that will ‘stick’ in the minds of consumers
    • Ensure goods and services are those that meet the needs of consumers
    • Ensure that advertising is not annoying and does not have a negative impact

HistoryHistoryHistoryHistory

The world wide web was invented by a British scientist in a research and development lab in 1993. Internet Marketing began one year later, with advertising in 1994 when Hotwired.com sold the first banner ad.

2

Online Advertising

  • The Internet is the fastest growing

communication media

  • Each year, the percentage of the advertising

industry captured by the online market is

growing

  • Utilizes ‘interactive marketing’ as it allows

advertisers to interact directly with consumers

Web Advertising (cont.)

  • Internet is the fastest growing medium in history

Adoption Curves for Various Media - The Web Is Ramping Fast

Internet advertising is the fastest growing marketing channel.

Percenta

ge of

Media

Budget

Allocated

to Online

Ads:

Online Advertising and Revenue Generation

  • Advertising revenue remains a significant source of income for many Internet-based organizations
  • Advertising revenue on the Internet was $8.2 billion in the United States
  • Many dot-com failures were a result of relying on online advertising revenue as the only revenue source
  • Yahoo.com currently relies on its advertising revenue as its major revenue source

Opening Case : CD-Max Uses E-mail Lists to Advertise

  • CD- Max Enterprises
    • A two-person business specializing in CD-ROM development
    • Operates a resource site for information delivery
    • Generated an e-mail list of site visitors
      • the list is also valuable to other advertisers
      • 50 lists were created to fit different advertisers
      • outsourced the job of creating and maintaining the lists, and selling them to potential advertisers, to NetCreation which developed 275 lists from the names collected at CD-Max
      • the list sales “surpassed” the company’s expectations
      • selling e-mail lists has become a lucrative business since then

4

Advertising Methods (cont.)

  • Splash Screen
    • Capture the user’s attention
    • Promotion purpose
    • Major advantage : create innovative multimedia

Advertising Methods (cont.)

  • E-mail
    • Several million users can be reached directly
    • Purchase e-mail addresses
    • Send the company information; low cost
    • A wide variety of audiences; customer database
    • Problem: Junk mail or spamming
    • Target a group of people that you know something about

Advertising Methods (cont.)

  • Chat Rooms
    • Virtual meeting ground
    • Can be added to a business site for free
    • Allows advertisers to cycle through messages and target the chatter again and again
    • More effective than banners
    • Used in one-to-one connection

Pop Ups

  • Pop ups are becoming increasing popular (and

frustrating! In other situations….solution in

the last lines)

  • Very intrusive form of adverting
    • Variety of methods used to attract and keep user’s attention
  • Internet users and ISPs can provide software

packages to block pop ups (Pop-Up Stopper)

Advertising Methods (cont.)

  • URL (Universal Resource Locators)
    • Advantages:
      • minimal cost is associated with it
      • submit your URL to a search engine and be listed
      • keyword search is used
    • Disadvantages:
      • search engines index their listings differently
    • But still very useful method to advertise

Keyword Search

  • Currently the fastest growing venue for

internet marketing

  • Control $1.3 billion marketing dollars ~Jupiter Research
  • Search engines are now full-fledged media

companies