INTERACTIVE BRAND COMMUNICATION Class 6 Creative Issues II: Creating Effective Online Advertising
Jan 12, 2016
INTERACTIVE BRAND COMMUNICATION
Class 6
Creative Issues II:Creating Effective Online
Advertising
Top
ics
How to build and maintain an effective corporate site
How to create an effective banner How to write an effective e-mail
messages/ email marketing (a Research topic)
How to make your website search-engine friendly (a Research topic)
Creating Effective Internet Advertising
Web
site
Tactics
General Tips
Content & Design Tips
How to Build and Maintain an Effective Corporate Site
Gen
era
l
1. Define and understand your g____ clearly
The o___________ of the site are your guide
Do not pay more attention to the design of the site than the reason you had for building the site
How to Build and Maintain an Effective Corporate Site
Gen
era
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2. Be a Site Visitor
Visit the sites of your c__________ and learn from the strengths and weaknesses
Put yourself in the shoes of your t____ site visitor
Submit your site address to an appropriate n_________ for a critical peer review
How to Build and Maintain an Effective Corporate Site
Gen
era
l
How to Build and Maintain an Effective Corporate Site
3. Be C_________
Keep the same “l____ and f____” across all of your pages
Use consistent n___________ site-wide
4. C________ is the key
Provide the content relevant, valuable, entertaining to the v_______
C___________ the content to the visitor whenever possible
Design elements should e________ the content, not replace
Use technology as a friend, n___ a distracter
Gen
era
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How to Build and Maintain an Effective Corporate Site
5. T____ to build and modify
Test pages with as many b_________ and p_______ as possible
Test with different d_____ techniques Test to learn about areas of p_______ and
o____________
Gen
era
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How to Build and Maintain an Effective Corporate Site
6. Don’t forget the need for u________ the site and the b_____ for it
A major redesign is needed on a regular basis (typically o____ in a year)
The annual maintenance budget for a site is at least ____% of the initial cost of building the site
Gen
era
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How to Build and Maintain an Effective Corporate Site
1. Write your pages for multiple types of Web browsers to provide trouble-free access to the widest possible audience
Consider Netscape, Explore, Lynx, Opera, Web TV, Wireless Cell phones, PDAs or palmtops What you see is not what others get on the Web
Desig
n &
Conte
nt
How to Build and Maintain an Effective Corporate Site
2. N_________ Aids
Provide well-defined c__________ by which users can navigate
Include a s______ feature in the home page
Desig
n &
Conte
nt
How to Build and Maintain an Effective Corporate Site
3. Text
Condense textual content to fit the t____ and a_______ c________ of today’s busy Web users
Don’t’ use too many fonts. T______ & A______ are the safe choices
Don’t use b________ text Spell check and proof-read
Desig
n &
Conte
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How to Build and Maintain an Effective Corporate Site
4. Images and Graphics
Don’t use ________ or _________ graphics or animations. All graphics should be in small sizes with the full-size expansion upon the visitor’s interest
When using graphics, provide t_______ alternatives and allow the ____________ part to load first
Desig
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Conte
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How to Build and Maintain an Effective Corporate Site
5. Use of Color
Don’t use too many colors. T____ or f____ in a page would suffice in most cases
Don’t use d______ background Consider the inherent e________ of color
(r.g., orange, blue, red …) Use consistent color scheme for l____
(b____ for the non-clicked and r____ or m_______ for the clicked)
Desig
n &
Conte
nt
How to Build and Maintain an Effective Corporate Site
6. Use of Links
Don’t add links that cause a new browser window to open
Establish a routine for locating and fixing b_______ Web site links
Organize links by t____ and a___________
Desig
n &
Conte
nt
How to Build and Maintain an Effective Corporate Site
7. Make your point in the top of the pages, the “front screen.” If you don’t, you will lose good prospects
Give every page a relevant page t_____ = URL for the page = wording of the link
Desig
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How to Build and Maintain an Effective Corporate Site
8. Offer ways to communicate directly with the customer; use i__________
Include c_______ i________ (name, email, phone, fax, etc.)
A f________ form in a separate page helps in a lot of ways
A ________ page is a good idea
Desig
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How to Build and Maintain an Effective Corporate Site
9. Use of Music or Audio Files
Opt o___ of m_____ files. Audio files slow your page loads and may irritate many visitors.
If necessary to enhance your content, choose the right music (via target testing) and provide it as an o_____ not a requirement
Desig
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How to Build and Maintain an Effective Corporate Site
10. Include a c_________ notice and a p_________ statement at the bottom of e____ page
11. Include “p_______-friendly pages”
12. Include a__________ of the dated information
Desig
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Conte
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How to Build and Maintain an Effective Corporate Site
Ban
ner T
ips
Keep it s_________ Grab attention via proper animation, color,
and size Include a c___ to a____, if direct response is
the goal Provide i_________ Pose a question
How to Create an Effective Banner
Ban
ner T
ips
Create a sense of urgency Keep the message close to the
page c_______ Incorporate interactivity Test, Test, Test
How to Create an Effective Banner