UNIT 3 MARKETING ON THE WEB

Lesson 13

Table of Contents

Topic Page

I. Banner Ads 1

II. Types of Banner Ads 2

A. Simple Fixed Banners 2 B. Animated Banners 2 C. Banners with Drop Down Menus 2 D. Click thru banners 2

Assignment 13-1 3

III. Banner Ad Graphics 4

A. GIFs 4B. Banner Sizes 4C. ScoresUp.com Sizes 4

Assignment 13.2 5

IV. Return on Investment 6

Banner Advertising

I. Banner Ad - advertisements that are often seen at the top, bottom, or along the sides of a web site.

Banner Ads are in the shape of a banner or flag and can contain eye catching graphics.

The graphics are created on a grid made up of pixels. Pixels is the term used to identify “picture elements” of the graphics. The smaller and closer together the pixels are, the sharper the image will be.

UNIT 3 MARKETING ON THE WEB

Lesson 13

Banner Advertising

II. Types of Banner Ads

A. Simple Fixed Banners - a banner ad that displays one screen and does not have any moving images

B. Animated Banners - banner ad that contains movement and possibly multiple screen images

C. Banners with Drop Down Menus - some banners provide more information when the user moves over it or clicks on it, similar to a menu item in the windows environment.

D. Click thru banners - a banner that moves to another web site when the user clicks on it.

Assignment 13.1

Go to the three web sites listed below and then answer the questions that follow.

Yahoo.com lycos.com amazon.com

1. Of the four types of banner ads we mentioned, which type did you see most often on these sites.

2. Which type of banner ad did you find to be most interesting? Why?

3. Which type of banner ad did you find to be most annoying? Why?

4. Did you see any other type of banner ads that we did not mention? How was it different?

5. List three advantages of an animated banner ad.

6. Which type of banner ad do you think will work best on ScoresUp.com?

III. Banner Ad Graphics

A. GIFs - Most banner ads are created in the Graphics Interchange Format (GIFs)

B. Banner Sizes - There are physical and file size restrictions that create basic industry standards.

Common size for large banners are 468 pixels wide by 60 pixels high

Small banners are 125(w) by 125(h) and 120(w) by 90(h) pixels.

C. ScoresUp.com Banner Sizes - we use the following banner sizes

School Header Top - 285(w) x 75(h)

Top Right - 234(w) x 60(h)

Side slots - 158(w) x 95(h)

Assignment 13.2

Go to animationonline.com and create a banner to advertise your business.

Follow these design rules

•Make your message clear and easy to understand

•Keep your design choices simple

•Avoid animations that will distract from your message

•Use easy to read fonts and colors.

•Make your message compelling, innovative and clever.

Show the banner to your instructor when you are finished.

IV. Return on InvestmentPotential advertisers are going to be concerned about the return on their investment for a ScoresUp.com advertising banner. That means they want to make sure they are getting their money’s worth.

You can calculate a return on Investment (ROI) using the following formula..

N x AC x AT x AP =ROI

N=Number of impressions (hits on our page)

AC=Average click thru rate (currently about 3%)

AT=Average customer turnover (less than 5% become customers)

AP=Average profit earned per sale

Example =10000(hits) x .03 x .05 x 3(profit dollars)=45

The advertiser would be able to spend $45

That is the end of Lesson 13.

Make sure you have handed in Assignment 13.1 and

for Assignment 13.2, you have shown your instructor the banner you created.

End