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Online Advertising and Promotion

Book Description

Advertising, just like medicine and engineering, is a universal discipline of study, providing insight into understanding the business process anywhere in the world. Ideally, due to its universal nature, that is how advertising should be taught. For decades, marketers and advertisers have amassed an array of strategies, tactics, and principles that, it is claimed, can be applied to any particular advertising campaign. In today’s technological world, the challenge is to apply that knowledge to the discipline of online advertising, the assumption being that there is no need to claim any special status for a specific marketing effort such as sports, electronics, or clothing. Online Advertising and Promotion: Modern Technologies for Marketing educates executives and students on how to meet online advertising and Internet marketing challenges for both present and future tactics. The book will outline the changes and challenges that have impacted how online advertising decisions are being made and how decision-makers are getting their information in an online world.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. Preface
    1. PURPOSE
    2. OVERVIEW
    3. CONTENT
    4. AUDIENCE
  6. Acknowledgement
  7. Chapter 1: Integrated Internet Marketing Communication (IIMC)
    1. ABSTRACT
    2. MARKETING
    3. MARKETING AND DEVELOPMENT
    4. ELECTRONIC MARKETPLACE AND ONLINE MARKETING
    5. INTEGRATED MARKETING COMMUNICATION (IMC)
    6. INTEGRATED INTERNET MARKETING COMMUNICATION (IIMC)
    7. CONCLUSION
  8. Chapter 2: Internet Advertising
    1. ABSTRACT
    2. FROM BILLBOARD TO BANNER
    3. THE INTERNET
    4. ADVERTISING ORIGINS
    5. ADVERTISING
    6. INTERNET AND PROMOTION MIX
    7. WEB: THE NEW ADVERTISING CHANNEL
    8. INTERNET ADVERTISING REVENUE
    9. COMMUNICATION
    10. SELECTING THE RIGHT WEBSITE FOR PLACING AN ADVERTISEMENT
    11. CONCLUSION
  9. Chapter 3: Online Advertising vs. Offline Advertising
    1. ABSTRACT
    2. INTRODUCTION
    3. IMPLICIT MEANING
    4. PRODUCT INVOLVEMENT
    5. INFORMATION ENVIRONMENT
    6. CONCLUSION
  10. Chapter 4: Internet Advertising Formats
    1. ABSTRACT
    2. INTERNET ADVERTISING METHODS
    3. POP-UP AND POP-UNDER
    4. EMAIL ADVERTISING
    5. VIDEO ADVERTISING
    6. BUTTONS
    7. SKYSCRAPERS
    8. HALF-PAGE SKYSCRAPERS
    9. ADVERTISING IN CHAT ROOMS
    10. INTERSTITIALS
    11. TRANSITION ADS
    12. LARGE RECTANGLES
    13. LARGE BUTTONS
    14. SUPER OR LEADER BANNERS
    15. TILES
    16. EARLUGS
    17. SPONSORSHIP ADVERTISING
    18. CLASSIFIED ADVERTISING
    19. HYPERLINKS
    20. WEBSITES
    21. ADVERGAME
    22. CONCLUSION
  11. Chapter 5: Advertising Agencies and Interactive Media
    1. ABSTRACT
    2. NATURE OF THE INDUSTRY
    3. ADVERTISING AGENCIES
    4. DIFFERENT TYPES OF ADVERTISING AGENCIES
    5. ORGANIZATIONAL STRUCTURE
    6. INTERACTIVE AGENCIES AND CHANGING OF USER TRENDS
    7. NEW ISSUES FOR INTERACTIVE AGENCIES
    8. USING INTERACTIVE AGENCIES
    9. ADVERTISING SERVICES AND TECHNOLOGIES
    10. WEB ANALYTICS
    11. ADVERTISING BROADCASTING
    12. ADVERTISING NETWORKS
    13. LEAD GENERATION
    14. CONCLUSION
  12. Chapter 6: Internet Advertising Pricing Methods
    1. ABSTRACT
    2. COST-PER-THOUSAND AND FLAT-FEE EXPOSURE MODEL
    3. CLICK-THROUGH RATE MODELS
    4. PAY-PER-CLICK
    5. ONLINE AUCTION
    6. COST PER ACTION
    7. PAY-PER-PERCENTAGE IMPRESSION
    8. INCOME-BASED PRICING MODEL
    9. INTEGRATED EXPOSURE, INTERACTION, AND RESULTS
    10. PRIVACY
    11. MORAL PRACTICE
    12. CONCLUSION
  13. Chapter 7: How Online Advertising Affects Buyer Behavior
    1. ABSTRACT
    2. USES AND GRATIFICATIONS
    3. INTERACTIVITY
    4. GENDER DIFFERENCES IN BEHAVIOR, ATTITUDE, AND BELIEF
    5. BEHAVIORAL DIFFERENCES IN TERMS OF INTERNET USAGE
    6. INTERACTIVE ADVERTISING MODEL (IAM)
    7. LIFESTYLE
    8. CONCLUSION
  14. Chapter 8: Internet Advertising Strategies
    1. ABSTRACT
    2. ADVERTISING STRATEGY
    3. IDENTIFYING THE OBJECTIVES
    4. PUSH-INTERACTIVE-PULL STRATEGY
    5. SEARCH ENGINE ADVERTISING (SEA)
    6. IMAGE-MAKING STRATEGY
    7. ONLINE DIRECT SELLING STRATEGY
    8. VIRAL ADVERTISING STRATEGY
    9. ADS AS A COMMODITY STRATEGY
    10. ASSOCIATED ADVERTISING DISPLAY
    11. FORCED ADVERTISING STRATEGY
    12. CONCLUSION
  15. Chapter 9: Advertising and E-Business
    1. ABSTRACT
    2. E-BUSINESS AND E-COMMERCE
    3. PORTAL MODELS
    4. DYNAMIC PRICING MODELS
    5. B2B SERVICE PROVIDER
    6. ONLINE LENDING MODELS
    7. ONLINE LENDERS
    8. RECRUITMENT ON THE WEB
    9. ONLINE NEWS SERVICE
    10. INTERNET TRAVEL SERVICE
    11. ONLINE ENTERTAINMENT
    12. ONLINE AUTOMOTIVE
    13. ENERGY ONLINE
    14. SELLING BRAINPOWER
    15. ONLINE ART DEALERS
    16. E-LEARNING
    17. CONCLUSION
  16. Chapter 10: Effectiveness Solutions in Online Advertising
    1. ABSTRACT
    2. OBJECTIVES AND EFFECTIVENESS
    3. EFFECTIVENESS CRITERIA
    4. MANAGING ADVERTISING CAMPAIGNS
    5. MANAGING REACH AND FREQUENCY
    6. MANAGING GEO-TARGETING
    7. TRACING VEIW THROUGH EFFECT
    8. CREATING CURIOSITY
    9. MOTIVATING AND PREPARING THE CONSUMER
    10. USING LARGE FORMATS
    11. EFFECTIVENESS OF DIFFERENT FORMATS
    12. CONCLUSION
  17. Chapter 11: The Right Internet Advertising Format (RIAF)
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. CONCEPTUAL MODEL
    5. RESEARCH METHODOLOGY
    6. INTERNET ADVERTISING FORMATS
    7. DISCUSSION
    8. CONCLUSION
  18. Chapter 12: Lead Generation and Behavioral Marketing
    1. ABSTRACT
    2. WHAT IS LEAD GENERATION?
    3. DIFFERENT KINDS OF LEAD GENERATION
    4. LEAD GENERATION IMPLEMENTATION STRATEGIES
    5. FORM DEVELOPMENT
    6. ONLINE CONSUMPTION CHAIN AND LEAD GENERATION ROLE
    7. CONCLUSION
  19. Compilation of References
  20. About the Authors