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advertise.htm /
v. (-sing) 1 promote (goods or services) publicly to increase sales. See
ADVERTISING. 2 make generally known. 3 (often
followed by
for) seek by a notice in a newspaper etc. to buy, employ, sell, etc.
advertisement / n. 1
public announce, esp. of goods etc. for sale or wanted, vacancies, etc. 2
advertising communication intended both to inform and persuade. The media that carry
advertising range from the press , television , cinema, radio and posters to company logos
an apparel. Advertising creates awareness of a product, extensive
advertising creates
confidence in the product, and good advertising creates a desire to buy the product. This
series of emotions is known mnemonically as AIDA ( attention, interest, desire, action).
only half the money spent on advertising in the UK is accounted for by producers of goods
and services; the remainder is spend by individuals (mostly on classified advertising),
the government, charities and marketing intermediaries (e.g. banks, institutions, and
retailers).
consumer advertising n.
advertising of goods or services specifically aimed at the potential end-user, rather than
at an intermediary in the selling chain.
trade advertising n.
advertising aimed at members of the distribution channel of a product or
service rather
than at the consumer. it is sometimes advantageous to draw the attention of the trade to a
product either in addition to consumer advertising or instead of it (usu. because it is
much cheaper).
Advantages of Banner
Advertising
Users are one click away from your product.
You can measure the results.
Reach a broad audience relatively
inexpensively.
Terminology
To understand advertising on the Web we need a few handles:
Hits -- a fuzzy term
meaning number of files downloaded
Raw hits -- number of files
downloaded, using a combination of graphic images and HTML pages. To be accurate we need
to subtract the images, which may account for 5 out of 6 "raw hits".
Page impressions or page views
-- Refers to the number of visitors who view a page or a banner ad on that page.
CPM - Cost per thousand
impressions or page views.
Banner ad -- an ad graphic,
usually a GIF image, measured in pixels (on Lycos the size is 468 wide by 60 high, limited
to 7.5 K)
Click -- When a visitor
clicks his or her mouse on a banner ad, the visitor is automatically transported to the
advertiser's Web page.
Click rate -- The
percentage of visitors who click on a banner ad.
Click throughs - The number
of people who click on a banner ad and get to the advertiser's Web site.
Costs
But can I afford banner advertising? you ask. Calculating
the actual cost of securing an order is a very useful exercise when it comes to
advertising. Does it cost you $1 or $5 or $100? You need to know. Armed with this
information, you'll be better equipped to plan an advertising campaign. While there is a
good bit of variance in rates, you might expect the typical Web ad to cost you about 5 to
7 cents per page impression, which translates to a CPM (cost per thousand) of $50 to $70.
The more targeted the visitors to the Web site, the higher the rate charged. Many Web
brokers and Web sites, however, set minimum charges. At Native Online we make It easy, we
use the Flat rate system.
Another important factor is the actual banner ad itself.
"The banner is like the outer envelope of a direct mail piece," says
Schwedelson. "The Web site content compares to what is in the envelope. Like direct
mail, on the banner ad you might offer a free premium, special value, or question that
they want answered."
Testing
With so many variables, careful testing is important.
Native Online suggests that their clients spread their advertising dollars over several
Web sites, tracking the click rates for each Web site where their ad is placed. Within a
month, they can see which sites are most effective for their particular purpose, and
concentrate their money for greater effectiveness.
In every case, let the buyer beware. Plan carefully, read
contracts before you sign them, and test rigorously.
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Check out one of the #1
Books about advertising on the Web!
 Advertising on
the Internet, by Robbin Zeff and Brad Aronson (Wiley, 1997). Discusses the ins
and outs of banner ad campaigns, helping you to understand the medium and see what you
might expect in the way of results. |
Customer Comments
A reader from wdc, 07/09/98
I found this book to be excellent for the novice/ a must buy
This is a perfect purchase for the person learning about the internet and the need for
advertising. Easy reading and very simple to comprehend so even the most fearful person of
technology could enjoy.
xca23@dial.pipex.com from Brighton, U.K., 11/13/97
Packed with knowledge, up to date. An essential guide.
This book from start to finish explains clearly what the web is about for an advertisers
point of view. It tells you everything about banner ads you never knew before, and
explains what is beyond the banner. I have read many books on this subject, and I must say
this has not left anything out. If you are going to advertise.htm on the web you will be
foolish not to look at this first.
mccoyc@usa.net from Chicago, IL, 08/16/97
The Perfect New Book for Advertisers / Clients
I am very impressed, and I must confess; I have not finished every chapter of this book
yet. But, I can truly attest to the usefullness of this book even now (75% read). This
book will probably get the kind of attention that Steve Okeefe's great book did
("Publicity on the Internet"), and this is the perfect book to follow it. Now we
have a rich source of online advertising information that we can actually use day to day
in our Web Related businesses. This is not written in the language of the typical "AD
GUYS". It is written for real lay people who want to understand the ways of
advertising on the web. Thank You Robin Zeff and your associates !! |
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