Chapter 17.docx

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Department
Business
Course
BADM*2030
Professor
Rauf Azhar
Semester
Winter

Description
Chapter 17  Internet Media Options The power of the internet view it as a multiA primary decision for managers is to strategically use the features of the Internet to achieve communication and behavioural objectives. Various brands treat it as a media channel for advertising; a sales promotion through games and online experiences; public relations and finally a direct response communication mechanism. Methods of Reaching Target Audience Target audience can be reached through behaviour, context, geography, site loyalty, and time of day. Behavioural Targeting Another Internet advertising concept that has only recently gained acceptanceis behavioural targeting. Behavioural targeting is based on advertisers targeting consumers according to their website-surfing behaviours. By compiling clickstream data and Internet protocol (IP) information, segments of potential buyers can be identified and ads directed specifically to them. Contextual Targeting Advertisers who target their ads based on the content of the Internet page areusing contextual targeting. Contextual ads are determined by the content on the web page. Geographic Targeting Increasingly, advertisers are adjusting their Internet communication messages depending upon where the user is located. This information can be determined with the user's voluntary declaration of residence (e.g., country, city, etc.) and to some degree with technological features. Site-Loyalty Targeting Websites fit into a variety of categories, much like television specialty channels, and recent research indicates that consumers have an affinity for or are very loyal to particular sites for their information or entertainment needs. Time of the day targeting (variation in use of marketing has it is on T.V it also happens in website.) Adverting The type of online advertising used by companies is: Banners A common form of advertising on the Internet is with banner ads. Banner ads take their name and format from ads found in other media. Banner ads initially look like a print ad found in newspapers or magazines and are referred to as display ads, the same name used in the original media. Study also reveals a strong dislike for flashing banner ads indicating that viewers almost immediately dismiss them. Pop-Ups/Pop-Unders While Internet users are browsing, a window—or maybe even a creature of some sort— might appear on their screen with a message. These advertisements are known as pop-ups, and appear when users access certain sites. Pop-ups are usually larger than banner ads but smaller than a fullscreen. Pop-unders are ads that appear underneath the Web page and become visible only when the user leaves the site. Welcomed when users are in a more entertainment- minded mood, the ads are relevant, or the ads provide value in some manner. Interstitials are ads that emerge on the screen while a site's content downloads. Although some advertisers believe that interstitials are irritating and more of a nuisance than a benefit. A new form of interstitial is in-person ads, where a person begins speaking to the user, so the effect is similar to experiencing a presentation from a sales person. Sponsorship Another common form of advertising is sponsorship. Two types. Regular sponsorship occurs when a company pays to sponsor a section of a site. A more involved agreement isthe content sponsorship, in which the sponsor not only provides dollars in return for name association but also participates in providing the content itself. Push technologies, or webcasting technologies, allow companies to “push” a message to consumers rather than waiting for them to find it. Push technologies dispatch Internet pages and news updates and may have sound and video geared to specific audiences and even individuals.personalization— that is, they can personalize their sites to request the kinds of specific information they are most interested in viewing. Links serve many of the same purposes as are served by the types discussed above. A visitor to one site may click on a link that provides additional information and/or related materials at another site. Paid Search A substantial form of advertising on the Internet is that of paid search, or search engine advertising in which advertisers pay only when a consumer clicks on their ad or link from a search engine page. Podcasting is a medium that uses the Internet to distribute audio and video files for downloading to various portable handheld devices for learning or entertainment purposes. Really Simple Syndication (RSS) is a specification that uses XML to organize and format Web-based content in a standard way. The difference between Web content and an RSS feed is that the latter can send out notifications whenever new material is available. Blog (or weblog) is a Web-based publication consisting primarily of periodic articles, normally presented in reverse chronological order. As noted, blogs may reflect the writings of an individual, a community, a political organization, or a corporation, and they offer advertisers a new way to reach their target audiences.  Personal bloggers are key influence for consu
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