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E-Commerce: Kenneth C. Laudon Carol Guercio Traver
E-Commerce: Kenneth C. Laudon Carol Guercio Traver
business. technology.
society.
eighth edition
Kenneth C.
Laudon
Carol Guercio
Traver
Copyright 2012 Pearson Education, Inc.
Chapter7
E-commerce Advertising
What advantages
doDiscussion
video ads have over
Class
traditional banner ads?
Where do sites such as YouTube fit in to a
marketing strategy featuring video ads?
What
are some
of the
challenges and risks of
advertise
and brand
products
placing video ads on the Web?
Figure out how to package advertising messages more directly with the
videos,
Do
you think Internet users will ever develop
Figure out how to piggyback advertising onto user-generated videos and
blindness
towards video ads as well?
try to
measure the impact on sales
Figure out how to show ad while video plays without destroying viewing
experience
Actiontuners.com
Learning Objectives
Identify
Marketing Communications
Two
main purposes:
Salespromotional
Brandingbranding
sales communications
communications
Online
marketing
communications
Takes
many forms
Online
sites
Copyright 2012 Pearson Education
Slide 7-7
Slide 7-8
Online Advertising
Paid message on Web site, online
service or other interactive medium,
such as interactive messaging
$31.3 billion in 2011 (see next Fig.)
Advantages:
Disadvantages:
Slide 7-9
Forms of Online
Advertisements
Display ads (banners and pop-ups)
Slide 7-11
Slide 7-12
Display Ads
Banner
ads
Rectangular
site
Interactive Advertising Bureau (IAB) guidelines
e.g.,
Pop-up
ads
Appear
Slide 7-13
Slide 7-14
About
Tend
Boost
Interstitials
Superstitials
Copyright 2012 Pearson Education
Slide 7-15
Video Ads
Fastest
video ad
Non-linear video ad
In-banner video ad
In-text video ad
Ad
Summarized in next
Table
placement
Advertising
Slide 7-16
Slide 7-17
Types:
Paid
Keyword
Network
Yahoo ContentMatch
Slide 7-18
Slide 7-19
Slide 7-20
Copyright 2009
Pearson Education,
Slide 7-21
Issues:
Display
ads
Search
Video
Local
advertising
Enabled
Slide 7-23
cost, primary cost is purchasing addresses, 520 cents/address, depending on how targeted the
list is
Much cheaper compared to traditional direct mail:
$5-$10 per 1,000 VS $500-$700 per 1,000
Slide 7-25
Online Catalogs
Equivalent
of paper-based
catalogs
Was popular in early years, but
quickly went out because pages
took so long to load
Graphics-intense; use increasing
with increase in broadband use
Two types:
Full-page
In
Slide 7-27
Social Advertising
Social advertising
Uses social graph to communicate brand
images and promote sales
Adopts Many-to-many model
Social network advertising
Social network sites are advertising platforms
Corporate
Facebook pages
Twitter ads
Promoted
Slide 7-29
Social Advertising
Blog advertising
Game advertising
Slide 7-30
Behavioral Targeting
Interest-based advertising (behavioral
targeting): Using search queries and clicks
on results to target consumers
Social marketing: Using personal profiles,
posts, Likes, and photos to target
consumers
Personal information sold to third party
advertisers, who deliver ads based on
profile
Ad exchanges
Slide 7-32
successful marketing
campaigns incorporate both online
and offline tactics
Offline marketing
Drive
Consumer
behavior increasingly
multi-channel
60%
Slide 7-33
Slide 7-35
visitor to
customer
of
Acquisition rate
Conversion rate
Browse-to-buy-ratio
View-to-cart ratio
Cart conversion rate
Checkout conversion
rate
Abandonment rate
Retention rate
Attrition rate
Copyright 2012 Pearson Education
(cont.)
Social
networking
User
insights
Interaction insights
metrics
Open
rate
Delivery rate
Click-through rate
(e-mail)
Bounce-back rate
Slide 7-36
Slide 7-37
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Slide 7-39
Slide 7-40
Slide 7-41
Slide 7-42
Slide 7-43
Slide 7-44
Slide 7-45
Slide 7-47
factors in effectiveness of
interface
Utility
Ease of
use
Credibility and trust
Top
design/structure
focus
Organization
Slide 7-48
Factors in
the
Credibility of
Web Sites
Slide 7-49
Slide 7-50
Slide 7-51