View
221
Download
0
Category
Tags:
Preview:
Citation preview
The Basics of Advertising Online
Sophie Galante
Katya Bogdanov
Natasha Brainerd
Tomi Salami
Obaid Amjad
What is Online Advertising?
Search Advertising Social Media
Rich Media Affiliate Networks
Objectives
Direct-Response Brand-Building
• Awareness
• Knowledge
• Liking
• Preference
• Purchase-related
• Provide purchase motives
• Buy now!
Brand Awareness
Brand Knowledge and Liking
Bra
nd L
oyal
ty
Direct Response through Search
Direct Response through Banners
Website
The Internet delivers…
• Info distribution
• Precision targeting
• Interactivity
Info Distribution
• Relevant for high involvement products
– Electronics
– Cars
– Financial services
Financial Services
Precision Targeting
• Very effective for audience that spends the most time online
– Under 45
– Top income quartile
• Effective also for niche markets
• Targeted sales promotions
Reached perfect audience!
Interactivity
• Suitable for influencing affective responses:
– Social Presence
– Telepresence
– Involvement
– Interactivity
Brand-Building
Measuring Effectiveness
• Click through rates (CTR)
• Website visits
• Conversion rates
• Number of views/likes/shares
• Google Analytics
• And more…
Measuring Effectiveness
• Very convenient
• Highly accountable
• Can help demonstrate ROI
• Quantifies reach
• Highly suitable for direct response objectives
• But…
Limitations
• At any time, very few net users are actively thinking of purchase
• Passive users tend to not respond!
And
• Views/clicks do not measure nature of response
• Additional measures required
Measuring Effectiveness
• Traditional brand equity measurement studies
• Social media-based research
Budgeting
• Budget to be set based on objectives
• Adjusted based on success as rated based on quantitative and other data
Thank you
Recommended