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Chap 17: The Internet

Lecture Notes for Wed. Nov. 7, 2001

Chapter 17

How the Internet Is Changing the Face of Advertising

Historical Background

Number of Years for New Media To Reach 50 Million Households

Two Critical Questions

  • __________________________is using the Internet?
  • __________________________are they going when they get there?

    •  

    Types of Web Advertising

  • __________________________
  • __________________________
  • __________________________

    •  

    Types of Online Ads

    In one week, a web user . . .

  • Sees __________________________ads
  • Clicks on __________________________banner
  • Visits__________________________
  • Spends __________________________on the web
  • Spends between __________________________ on each page

    •  

    Audience Characteristics

  • __________________________
  • __________________________
  • __________________________
  • __________________________
  • __________________________
  • __________________________
  • __________________________

    • Banner Ads

    Most Effective for __________________________

     

    Why People Return to a Web Site

  • Have high __________________________

    •  (75%)

  • Make your site __________________________

    •  (66%)

  • Be considerate of __________________________
  • ___________________ frequently (65%)
  • Multiple __________________________
  • Depends on ___________________    _______________________     and _______

    •    --Forrester Research (N=8,600)

    Examples of Sites that Get People to Come Back

    Banner Positioning

  • Persuasive Tactics
  • Content Sponsorships
  • Interstitials and Pop-Ups

    • Who Advertises on the Web

    Very concentrated

    Advantages of the Internet

  • Enhances __________________________
  • Ability to offer __________________________ information
  • _________________________and Reporting
  • Audit Reports
  • Feedback for Creative
  • Flexible
  • Change of banners overnight
  • Media Planning Advantages

    • Targeting Capabilities

    • _________________________- i.e. News, Music
    • _________________________ - i.e. .com, .edu, .mx, .cr
    • _________________________ - i.e. chocolate
    • _________________________ - i.e. Male users
    • _________________________ - i.e. Midwest users
    • _________________________- i.e. temperature, allergy levels

    How Media Planners Measure Audience

    • @PLAN
      • The most _________________________ research currently available on _________________________ web users.
      • Surveys _________________________
    • Mediamark Research, Inc. (MRI)
      • Provides "_________________________ of consumers, including _________________________ _________________________ and _________________________

    No part of this site may be reproduced or used as original work,  without permission in writing from the author.Copyright © 1998
    Published by: Cynthia M. Frisby, Ph. D
    University of Missouri-Columbia
    Missouri School of Journalism
    Department of Advertising
    221 Walter Williams
    Columbia, MO  65211