CONSUMER MEDIA HABITS

THE CHANGES IN TODAYSCONSUMER MEDIA USAGE

Major branding Concept Brand promise-commitment you make to

prospects and customers. Brand attributes-include all the unique

ways you deliver your brand promise. These comprise the feature set that describes the customer’s experience with your company

Brand personality-describes the human characteristics people experience when they encounter your brand.

Brand building techniques

Brand building revolvesaround 7 aspects, as shown in the Image to the left.

The major customer acquisition techniques - online and offline SMS Bluetooth Email

Online networking Blogging

Major online advertising formats

What is What is ad servingad serving?? Ad servingAd serving describes the technology and describes the technology and

service that places advertisements on web service that places advertisements on web sites. sites.

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

Two techniques used to Two techniques used to improve the targeting of online adsimprove the targeting of online ads

Contextual advertisingContextual advertising is a form of is a form of targeted advertising for advertisements targeted advertising for advertisements appearing on websites or other media, appearing on websites or other media, such as content displayed in mobile such as content displayed in mobile browsers. browsers.

The advertisements themselves are The advertisements themselves are selected and served by selected and served by automated automated systemssystems based on the content displayed based on the content displayed to the userto the user

Behavioural advertising or behavioural targeting can be used by Online publishers or internet marketers to increase the effectiveness of campaigns.

Two techniques used to improve the targeting of online ads (cont.)

Completed by :Completed by :

Calvin Chau Calvin Chau Daniel Song Daniel Song Eddy GiangEddy Giang