PRESENTED BY: Neha Gupta MBA- 2nd (C) ROLL NO-6290

ADVERTISING

Advertising is a form of communication Purpose is to inform potential customers about products and services Designed to generate increased consumption of those products and services

OBJECTIVES OF ADVERTISING

Advertising objectives are the communication tasks to be accomplished with specific customers.
Five advertising objectives:

Information Trial Continuity Brand Switching Switchback

ROLE OF ADVERTISEMENT

Remind customers and prospects about the benefits of your product or service Establish and maintain your distinct identity Enhance your reputation Encourage existing customers to buy more of what you sell Attract new customers and replace lost ones Slowly build sales to boost your bottom line Promote business to customers, investors

HISTORY OF WEB ADVERTISING

Web advertising has grown and changed considerably since its beginnings in the early 1990s.

ONLINE ADVERTISING

Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. TYPES OF INTERNET MARKETING

DISPLAY ADVERTISING SEARCH ENGINE MARKETING (SEM) SEARCH ENGINE OPTIMIZATION (SEO) SOCIAL MEDIA MARKETING EMAIL MARKETING REFERRAL MARKETING AFFILIATE MARKETING INBOUND MARKETING VIDEO MARKETING

BUSINESS MODELS- INTERNET MARKETING IS ASSOCIATED WITH SEVERAL BUSINESS MODELS:

E-COMMERCE LEAD-BASED WEBSITES AFFILIATE MARKETING

THREE MOST COMMON WAYS IN WHICH ONLINE ADVERTISING IS PURCHASED ARE CPM, CPC, AND CPA:

CPM (Cost Per Mille) or CPT (Cost Per Thousand Impressions) CPV (Cost Per Visitor) CPV (Cost Per View) CPC (Cost Per Click) or PPC (Pay per click) CPA (Cost Per Action or Cost Per Acquisition) or PPF (Pay Per Performance) CPL (Cost Per Lead) CPS (Cost Per Sale), PPS (Pay Per Sale), or CPO (Cost Per Order) eCPM: Effective CPM or eCPM

APPROACHES

ONE-TO-ONE APPROACHES APPEAL TO SPECIFIC INTERESTS NICHE MARKETING GEO-TARGETING Floating ad Expanding ad Polite ad Wallpaper ad Trick banner Pop-up Pop-under Video ad Map ad Mobile ad Superstitial Interstitial ad Frame ad

TYPES

ADVANTAGES AND LIMITATIONS OF INTERNET MARKETING

ADVANTAGES

Internet marketing is inexpensive measuring statistics easily and inexpensively advertisers can use a variety of methods

PROBLEMS OF ONLINE ADVERTISING

Privacy Malware

LIMITATIONS

Internet products are outright scams or promoted with deception making The consumer is unable to physically feel or try on the product The marketer will not be able to use personal interaction to influence the audience

ADVERTORIALS, KICK THROUGH ADS, AND IN-TEXT ADVERTISING

Any ad that could be confused with editorial content must be clearly labeled as an advertisemen A good example of advertorial is the Feature by Sony campaign launched Consisted of articles written by freelancers who presented themselves as average citizens writing about how they used technology.

Forbes.com and eWeek used IntelliTXT ads, then dropped them due to protests from staff, industry watchdogs Advertising copywriters used to have a monopoly on telling a brand's story. Ads for reputable companies almost never lie. McDonalds doesn't advertise the calorie count for Big Macs, but they make it easy to find out.

ADVERTISING ONLINE

The internet challenges the ethics of advertisers more than mass media like television because it is more democratic and more private. The one-to-one world of the Web is very different than the one-to-many world of broadcast advertising. The Internet is ethically agnostic.

ETHICS OF ADVERTISING GOOD DEEDS

80% of Americans say they feel better about companies that are aligned with social causes. Before Hurricane Katrina, Wal-Mart was having image problems. But they had 45 truckloads of relief supplies in position before Katrina made landfall, and delivered a lot more after.

INDUSTRY SPEECH

SELF-REGULATION

AND

FREE

Advertisers regulate themselves for the same reasons that campus organizations do: Better we do it ourselves than have the Administration do it for us.

ETHICS OF ONLINE ADVERTISING

Websites that ethically practice the use of online advertising for revenue generation frequently do not observe online advertisements that are linked through their websites. Hence, this leads these online advertisements to direct to sites with malicious software or adult material. POP-UP ADS

Pop-up window ads are becoming a new craze for Internet advertisers, due to the fact that they cost a lot more than the banner advertisements People do not enjoy being bombarded by unwanted advertisements Unexpected and unwanted ads can be distracting and utterly obnoxious. Microsoft is one of the first ISPs to provide pop-up blockers for their browser, Internet Explorer.

LIST OF ETHICAL & LEGAL ISSUES WHEN ADVERTISING

Advertising industry operates within strict federal regulations and is monitored by the Federal Trade Commission. Advertisers have to be especially careful to act ethically at all times

TRUTH IN ADVERTISING

FTC defines unfair advertisements as those that are likely to cause substantial, unavoidable injury when using a product, unless the injury is outweighed by the provable benefits.

ADVERTISING TO CHILDREN

Interpretation of the law completely ignores the unethical ramifications of purely legal advertising, such as building brand loyalty in children before they even understand what a brand is, encouraging children to develop negative self images

ADVERTISING HARMFUL PRODUCTS

Companies have to take a good look at the true nature of their product lines when deciding whether they are acting ethically as advertisers.

ADVERTISING TACTICS

Advertisers have a range of less-than-ethical yet legal tools at their disposal, including subliminal advertising, emotional appeals, taking advantage of less educated individuals

INTERNET MARKETING ETHICS ISSUES

The ethics are the cultural values of the society. It is the internet marketing in a society where legal and ethical limits are pushed to the max
When dealing with ethics in a B2B company and B2C clients there is a major degree of trust and responsibility that is imparted to a person or group

ETHICAL INTERNET ADVERTISING AGENCY

An Internet advertising agency has a number of options open to them, both ethical and non-ethical, when it comes to promoting your website.

Ethical Ads

Ethical Ads is an online marketing tool for the exclusive use of Ethical Junction members. Online advertising encompasses a range of types of advertising, some of which are deployed ethically and some are not. The ethical propriety of advertisers that use web searches for competitors' brands to trigger their own ads has been questioned.

10 INDIAN ONLINE ADVERTISING NETWORKS

Komli is a leading online ad network in India offering tools to Publishers to help them manage, optimise, and make the most of their online advertising. Provides advertisers with rich, targeted ways to connect with consumers.

Pubmatic is a ad network aggregator that helps publisher to maximize the revenue that you can earn from your web site Reduces the complexity of managing multiple ad network relationships.

Most popular Ad network not only in India but worldwide

Uses proprietary targeting technology to ensure advertisers reach out to the right websites from its inventory of publishers. Internet company Yahoo picked up at least 35% stake in Tyroo The company counts Microsoft, General Motors, Pepsi, ICICI and Yahoo amongst its advertisers.

dgm India offers to its advertisers affiliate program to develop a virtual sales force DGM India will optimize their online inventory, monitor and evaluate performance and provide with attractive deals from all the advertisers

PayPod is an online ad network specifically tailored to help advertising agencies take advantage of the digital medium. PayPod has also launched mobile advertising solutions for publishers in India

IndiAds is the leading Internet advertising network for the Indian and South Asian online community. Target ads to any geographic location, with greater flexibility in campaign settings, publishers are able to acquire new advertisers and provide better results for their existing clients.

Sulekha is another Indian ad network claiming to be Indias No.1 Ad network reaching 2 million Sulekha Ad Network influences consumer behaviour and lead to brand awareness, lead generation and online sales
Claims to be the only Indian ad network, which has the advanced technology to syndicate the text ads with pictures as well as banner ads.

CONCLUSION

Web advertising has become a highly effective tool for businesses to promote their products and services. Some legal and ethical issues you need to be aware of before pursuing this marketing avenue.

Avoid using racy or questionable statements or photos. If in doubt, do not hit the publish button Advertising on the Internet can be more cost-effective than many traditional types of advertising such as TV, newspaper and direct mail.

THANK YOU