Welcome to the

world of
WWW
Is it all about ???
• E-mailing
• Chatting
• Adventure and role playing games
• Information retrieval
Techniques of web advertising

• Banner ads
• Pay per click
• E-mail marketing
• Search engine optimization
Types of Web Advertisement

• Sidebar Ads
• Pop-Up and Pop-Under
• Floating Ads
• Unicast Ads
A typical Sidebar ad
A typical Pop up ad
A typical site with two pop-up ads that appear on top of the home page
A screenshot of a typical floating ad for a Norton product
A unicast ad
Online Advertising –
Advantages and Disadvantages
Advantages
• New communication possibilities
• Enables target marketing
• Capability to reach global audience
• New possibilities to perform traditional
marketing
• Give more information about the product
Disadvantages

• Measurement problem
• Audience characteristics
• Cost factor
• Potential for deception
• Lack of intrusiveness
Web advertising Channels
• Creating an Electrical Storefront
• Participating in Forums, Newsgroups
and Bulletin Boards
• Placing Advertisements Online
• Hiring an ad agency
• Using E-mail
Web Advertising program
process
• Developing and Managing an
Advertising Program
• The Web site itself
Developing and Managing an
Advertising Program
• Introduction
• Measurement: How should the results be evaluated?
• Advertising objectives
• How much can be spent?
• Message
• Medium
• Measure and Evaluate Performance
The Website itself

• Web site Design

• Web Site Maintenance
Guiding Principles for
Advertising on the Web
REVENUE MODELS

• Cost per Impression (CPM)

• Cost per Click (CPC)
• Cost per Action (CPA)
1)Cost per lead
2)Cost per sale
Choosing Ads Wisely
Success with Online Advertising

• Branding not clicks is the issue

• Testing
• Poor clickthroughs, great Branding!!!
Branding not clicks is the issue

What experts are saying???

 Testing
Survey it !!!
Poor clickthroughs, great Branding

• Intel
• Novell
• Procter and Gamble
Miscellaneous Facts

• Advantage Online
• Following the U.S. example
Future Scope

• Website shakeout
• Advertising-content hybrid
• Maintain privacy
• Benefits customers
Conclusion
Presented by:

Varun Abrol 37-MBA-06

Vishavjeet Singh 38-MBA-06
Sonali Raina 29-MBA-06
Daljeet Singh 06-MBA-06
Tanuj Gupta 35-MBA-06