Transcript
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
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