e-Business

Consumer media habits are changing

INTERNET

Consumer media habits are changing

• 60.9% Of people are using the internet more than other forms of media E.g Television

Major branding concepts

Brand Awareness• Brand Recognition• Brand Recall

Brand Image• Favorability• Strength• Uniqueness

Brand Development – Brand reinforcement

Awareness

Familiarity

Positive Imagery

Completed Transaction

Direct Response

• Advertising technique that urges the audiences to respond in a particular manner usually to buy a product.

How Brand differs from Direct response?

• Brand development reminding people of the brand or get the brand well known, where as direct response is making a SALE!

• Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.

Ad Serving

Ad Serving

• Delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached.

• Ad serving is normally performed either by a Web publisher, or by a third-party ad server.

• Ads can be embedded in the page or served separately.

INTERACTIVE BRANDING TOOLS

• Personalization• Co-Creation of Content• Purchase-Process Streamlining• Customization• Dynamic-Pricing• Brand Community

Techniques marketers use online to build and reinforce

brands

Customer acquisition techniques, both online and

offline

•Advertising

•Promotion

•Events and PR

•Affiliate programs

•Portal deals

•Viral Marketing

•Email Promotions

•Online Ads

•Chat Room

•Social Networking

Major Online Techniques

• Interactive Sites

• Films and Comics and Animations

• Banner Ads

• Buttons

• Rectangles

• Pop Ups

• Skyscrapers

Two techniques used to improve the targeting of online

ads • Contextual Advertising: aimed at specific

individual

• Behavioural Advertising: Based on their web browsing behaviour

THE END!