SMC CH15

hybrid media:

communications & direct-response medium

web objectives

create awareness, generate interest, disseminate information

e-commerce

Direct selling of goods and services through the Internet

advertising on the internet

banner ads, sponsorships, pop-ups, pup-unders, interstitals, searches

Regular sponsorship

Company pays to sponsor a section of a site

Content sponsorship

Sponsor provides money in return for name association and participates in providing content

Interstitals

ads that appear on screen while waiting for site’s content to download

Organic search results

Appear due to their relevance to search terms

Nonorganic (paid search results)

Placing ads on web pages that display results from search engine queries - pay-per-click.

Search engine optimization (SEO)

Improving volume of traffic to a site from search engine through unpaid results - owned, earned, and paid media.

Behavioral targeting

Based on advertisers’ targeting consumers by tracking their website surfing behaviors

Retargeting

Ads follow a website user and are displayed on every participating subsequent website the user visits

Contextual ads

are determined by the content on web page

Native advertising

Advertiser gains attention by providing valuable content in context of user’s experience

types of rich media

online commercials, pre-rolls, VOD, webisodes

Motivations for using social media

gain information, entertainment, remuneration

2.0 Media form

facebook, twitter, Instagram, snapchat, pinterest, linkedin, youtube, podcasting, blogs, virtual and AR, QR codes

Audience measures and measures of effectiveness

internet specific, traditional

Internet specific measures

measures of effectiveness in real time (facebook/google analytics)

traditional measures

recall and retention, surveys, sales, tracking, ROI