tailieunhanh - Tài liệu truyền thông - Chap13 - Quảng cáo Internet
. Đánh giá cao tầm quan trọng, tính chất, và tiềm năng Internet quảng cáo. 2. Hãy làm quen với hai tính năng chính của Internet quảng cáo: individualization và tương tác. 3. Hiểu như thế nào quảng cáo trên Internet khác quảng cáo trong các quảng cáo đại chúng theo định hướng thông thường phương tiện truyền thông, cũng như cách áp dụng cùng một nguyên tắc cơ bản cho cả hai loại chung của phương tiện truyền thông quảng cáo | Internet Advertising CHAPTER 13 Appreciate the magnitude, nature, and potential for Internet advertising. Be familiar with the two key features of Internet advertising: individualization and interactivity. Understand how Internet advertising differs from advertising in conventional mass-oriented advertising media, as well as how the same fundamentals apply to both general categories of ad media. Understand the various forms of Internet advertising: display ads, rich media, e-mail advertising, Web logs, search engine advertising, and advertising via behavioral targeting. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 13– 13– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Appreciate the importance of measuring Internet advertising effectiveness and the various metrics used for this purpose. Chapter Objectives (cont’d) After reading this chapter you should be able | Internet Advertising CHAPTER 13 Appreciate the magnitude, nature, and potential for Internet advertising. Be familiar with the two key features of Internet advertising: individualization and interactivity. Understand how Internet advertising differs from advertising in conventional mass-oriented advertising media, as well as how the same fundamentals apply to both general categories of ad media. Understand the various forms of Internet advertising: display ads, rich media, e-mail advertising, Web logs, search engine advertising, and advertising via behavioral targeting. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 13– 13– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Appreciate the importance of measuring Internet advertising effectiveness and the various metrics used for this purpose. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 13– 13– © 2010 South-Western, a part of Cengage Learning. All rights reserved. The Internet As an Advertising Medium The Internet’s Evolving IMC Roles Building demand Conducting transactions Filling orders Providing customer service Serving as an advertising medium Issues and Concerns Increasing flow of advertising revenue to the Internet Consumer control of information received Versatility and effectiveness of Internet communications in targeting and reaching customers 13– © 2010 South-Western, a part of Cengage Learning. All rights reserved. The Two i’s of the Internet: Individualization and Interactivity Individualization Recognizes that the Internet user has control over the flow of information Interactivity: The capabilities that the Internet gives users to select the information that they perceive as relevant The capabilities that the Internet gives brand managers to build relationships with .
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