Background of Advertising & Online

Advertising

Forms of Online Advertising

Disadvantages and Advantages of

Online Advertising
 any paid form of non-personal
presentation and promotion of ideas,
goods or services by an identified
sponsor
part of promotional marketing in
marketing mix (4 P’s)
can either be TRADITIONAL
or NON- TRADITIONAL
advertising that appears while
consumers are surfing the Web,
including display ads, search related
ads, online classifieds and other forms
form of promotion that uses the
Internet and World Wide Web for the
purpose of delivering marketing
messages and attract customers
 defined as a user interacting
with an ad in any number of
ways

ways on how a user interacts

with an online advertisement
Ads that might appear anywhere on an
Internet user’s screen.

BANNERS

> banner-shaped ads

found at the top, bottom,
left, right, or center of a
webpage.
 INTERSTITIALS POP- UPS

> online display > onlinedisplay

ads that appear ads that appear
between screen suddenly in a new
changes on a Website window in front of
especially while a new the window being
screen is loading. viewed.
EXAMPLE!
 TRICK BANNER POP - UNDER

> banner ad > Similar to a

that looks like a Pop-Up except that the
window is loaded or
dialog box with
sent behind the current
buttons. It simulates window so that the user
an error message or does not see it until they
an alert. close one or more active
windows.
 RICH MEDIA MOBILE ADS

> online display > an SMS text

ads which or multi-media
incorporate message sent to a
animation, video, cell phone.
sound, and
interactivity.

EXAMPLE!
Also known as “contextual advertising”, in
which text-based ads and links appear
alongside search engine results on sites such
as Google and Yahoo!.
Also known as E- Marketing

>legitimate e-mail advertisement also

known as "opt-in e-mail advertising" to
distinguish it from . . .
SPAM (unwanted, unsolicited commercial e-
mail messages)
 CONTENT SPONSORSHIPS

> companies gain name exposure

on the Internet by sponsoring special
content in various websites,
Ex: financial information or special
interest topics
 ALLIANCES &
AFFILIATE PROGRAMS

> companies work with other

companies, online and offline,
to “promote each other”
 VIRAL MARKETING

> the Internet version of

“word-of-mouth” marketing. It
involves creating a website, e-mail
message, or other marketing event that
is so infectious that customers will want
to pass the message or promotion along
to other.
> It can be very inexpensive.
1. New Communication
Possibilities for
Personalization
2. Capability to reach a
global audience at a
fast rate
3. It offers the best
multi-media tools for
presenting
information
1. Measurement
Problems
2. Websnarl
3. Potential for
deception
 http://www.w3.org/ Online
advertising.htm

http://wiki.media-
culture.org.au/index.php/Online_Adver
tising_-
_Advantages_and_Disadvantages

“Principles of Marketing”- Kotler et.

Al. (2007)
Ma. Elissa A. Pagulayan

Bernaddette Sobremonte

Genevie Asuncion

Marvin Serandon

OFA31