Download Internet and Direct Marketing: Understanding Advertising Techniques and Consumer Behavior and more Study notes Banking Law and Practice in PDF only on Docsity! ADV 300 test 4 Chapter Nine • Internet: is A. not going to replace al other forms of advertising. B. still changing dramatically • Internet media: for marketing consist of email, Usenet, and the World Wide Web Opt-in email: is commercial email that is sent with the recipient’s consent, such as when website visitors give their permission to receive commercial email about topics and products that interest them. (subscribe for future info) Spam: An ethical/social issue we is sending uninvited commercial messages to electronic mailing lists, Usenet groups, or some other compilation of email addresses. 120 billion spam emails are sent everyday via WWW. Usenet: is a collection of discussion groups in cyberspace. People can read messages pertaining to a given topic, post new messages, and answer messages. Constantly changing conglomeration of servers. Search engine: allows an Internet user to surf the web by typing in a few keywords; the search engine then finds all sites that contain the keywords. Yahoo and Google use search engine technology to optimize results, so they direct surfers to sites most likely to be of interest. Portal: is a starting point for Web access and search. Portals can be general, like Yahoo!; vertical (serving a specialized market or industries, such as JObster, for employment opportunities); horizontal (providing access and links across industries, such as MSN, with access to a wide area of topics); or community based (suck as Latina Online). Portals designed for specific groups are intended to make surfing and searching a bit easier. Mash-up: A variation of the standard website- a combination of one or more websites into a single site. Blog: referring to a personal journal that frequently is updated and intended for public access. Generally they represent the personality of the author (the blogger) or the website and its purpose. Paid Search: the biggest share of spending on Internet advertising; it is the practice of paying websites and portals to place ads in or near relevant search results based on keywords. (type in shoes-> you get->, Zappos or Adidas.com will be displayed). 40% of the online ad spending by marketers. An impt principle, Web users re most likely to read and click on the links on the top of their results. (SEO) Search engine optimization: a process whereby the volume and quality of traffic to a website from search engines is improved baed on surfers’ profiles. Display/Banner Ads: Advertisements placed on websites that contain editorial material. Challenge is to first catch ppl’s attention and then entice them to visit the marketer’s website and stay for a while. A pop-up Ad: is an Internet advertisement that opens in a separate window while a Web page is loading. Interstitial (subcategory) also called “Splash screen” appear on a site after a page has been requested but before it has loaded, and they stay onscreen long enough for the message to be registered. Pop-under Ads: Are ads that are present “under” the Web user’s active window so that they are visible only when the surfer closes that window. Viral marketing: the process of consumers marketing to consumers over the Internet through word-of- mouth transmitted through emails and electronic mailing lists. Example: Hotmail.com (is the king of viral) tagline from every subscriber “get your private free email at hotmail.com” they got 12 million subscribers. Corporate home page: website that focuses on a corporation and its products. Provides current and potential customers with information about the firm and usually its brands in great detail. Example: Crayola, they also give visitors graft ideas as well as coloring pages. Sticky site: a website that attracts visitors again and again and keeps them for a long time. To keep a site “sticky” -> product photos and specifications, mimic printed brochures. Must be moderately complex with respect to the number of links,graphics, and overall homepage length influences consumer attention. Ingenux.com will provide marketers with tools needed to develop a sticky site. Sticky sites deliver substance, ease of use, and entertainment value. Good sticky sites include: iWon.com (offers all sorts of links to current info and a chance to win 10,000$), goarmy.com (features web-based computer games), and Bakingcircle.com Domain name: a company’s unique URL that establishes a Web location. Sometimes if like Sony or Gap, it will be the corporate name. What gets counted: Hit: are the number of elements requested from a given page. THe number of hits provides almost no indication of actual Web traffic. For instance, a users request for a page with four graphical imaes counts as 5 hits. By including many images, a site quickly can pull up its hit count. Can translate into only 80,000 visitors daily Page views: are the pages (# of HTML files) sent to the requesting user’s computer. The page view count doesn’t tell you how many visitors. 100,000 page views in a week could be 10 people reading 10,000 pages. Visits: are the number of occasions on which user X interacted with site Y after time Z has elapsed. unique visitors: are the number of different “people” visiting a site during a specified period of time
