tailieunhanh - Chapter 4: Advertisement in Electronic Commerce

Describe the objectives of Web advertisement, its types and characteristics. Describe the major advertisement methods used on the Web, ranging from banners to chat rooms. | Chapter 4 Advertisement in Electronic Commerce Learning Objectives Describe the objectives of Web advertisement, its types and characteristics Describe the major advertisement methods used on the Web, ranging from banners to chat rooms Describe various Web advertisement strategies Describe various types of promotions on the Web Discuss the benefits of push technology and intelligent agents Understand the major economic issues related to Web advertisement Describe the issues involved in measuring the success of Web advertisement as it relates to different ad pricing methods Compare paper and electronic catalogs and describe customized catalogs Describe Web advertisement implementation issues ranging from ad agencies to the use of intelligent agents Learning Objectives (cont.) Opening Vignette : CD-Max Uses E-mail Lists to Advertise CD- Max Enterprises A two-person business specializing in CD-ROM development Operates a resource site for information delivery Generated an e-mail list of | Chapter 4 Advertisement in Electronic Commerce Learning Objectives Describe the objectives of Web advertisement, its types and characteristics Describe the major advertisement methods used on the Web, ranging from banners to chat rooms Describe various Web advertisement strategies Describe various types of promotions on the Web Discuss the benefits of push technology and intelligent agents Understand the major economic issues related to Web advertisement Describe the issues involved in measuring the success of Web advertisement as it relates to different ad pricing methods Compare paper and electronic catalogs and describe customized catalogs Describe Web advertisement implementation issues ranging from ad agencies to the use of intelligent agents Learning Objectives (cont.) Opening Vignette : CD-Max Uses E-mail Lists to Advertise CD- Max Enterprises A two-person business specializing in CD-ROM development Operates a resource site for information delivery Generated an e-mail list of site visitors the list is also valuable to other advertisers 50 lists were created to fit different advertisers outsourced the job of creating and maintaining the lists, and selling them to potential advertisers, to NetCreation which developed 275 lists from the names collected at CD-Max the list sales “surpassed” the company’s expectations selling e-mail lists has become a lucrative business Web Advertising Advertising is an attempt to disseminate information in order to affect a buyer-seller transaction Why Internet Advertisement? Three-quarters of PC users gave up some television time Internet users are well educated with high-income, which makes them a desired target for advertisers Ads can be updated any time with a minimal cost; therefore they are timely and very accurate Ads can reach very large numbers of potential buyers all over the world Online ads are much cheaper in comparison to television, newspaper, or radio ads. Such ads are expensive since they are determined by space