GUIDED NOTES 3.04 – Understand the use of direct marketing to attract attention and to
build a brand.
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Explain the nature of online advertising
Discuss types of direct mail tactics
Discuss the use of search-engine optimization strategies
I.
Terms – Online Advertising
a. Banner ads - embedding an ad into a web page – known as a click through due to interactive actions
where the consumer clicks and is taken to the banner ad’s company website
b. Buttons - smaller banner ad normally used to advertise programs used in creating the site
c. Pop-up front/under ads - ads that display in a new browser window either in the front or behind the
current browser window
d. Flash ads – adding interactive elements to standard HTML sites
e. Floating ads- move across a screen or floats above the content
f. Exit pops - when you exit a website a related website opens – can be very annoying
g. Rich media ads - includes animation or video and have more complex user interaction – Example: ads
change when you move your curser over it – a movie sample with streaming video
i. http://www.patentlyapple.com/patently-apple/2010/05/apple-reveals-a-powerful-locationbased-service-for-the-iphone.html
h. Text ads - advertising using text based hyper links – All website text is written in HTML language
i. Advergames - video games containing advertisements
j. Virtual worlds – these are still evolving and have not been that successful – can be used to market a
virtual store
k. Sponsorships – companies that pay to advertise on certain websites in order to be affiliated or
recognized - these are becoming more popular as a subtle way to get your message to the consumer
l. Sponsored search results - ads from companies that may say “brought to you by”
m. Bookmarks/favorites - collection of direct links to predefined web pages stored in your web browser –
called favorites in Internet Explorer
n. Guides – assists in providing information or a roadmap to the web
o. E-mail based ads - embedded in or the entire email is an advertisement
II.
Explain the nature of online advertising
a. Online Advertising
i. Advantages
1. _______________________________ – ability to function regardless of size
2. Cost-effectiveness - reasonably priced for advertising
3. Desirable Demographics
4. _______________________________
5. Growing Audience
6. _______________________________
7. International/Worldwide Opportunities – market anywhere
ii. Disadvantages
1. Consumers may _______________________________
2. May not reach your intended target market
3. Some ads may be _______________________________
4. Consumers get distracted – clutter
5. _______________________________
6. Viewing problems
7. Copy write issues
b. Banner Ads
i. _______________________________
ii. Above average click through
iii. Good branding tool
iv. _______________________________
v. Targeted traffic
vi. Often ignored by _______________________________
vii. Both are highly interactive
c. Rich Media Ads
i. _______________________________ to create & maintain
ii. Better click through than normal banners
iii. May be viewed as _______________________________ & ______________________________
iv. Use of pop-up blockers may prevent viewing
v. _______________________________ due to overcrowding
d. Direct Mail
i. _______________________________ – Best method to target specific groups of customers,
focus promotional efforts and gain the best results
ii. Collateral Pieces
1. _______________________________ – Postcards – Catalogs – Self-Mailer
2. _______________________________ - Business cards
iii. Technology in direct mail
1. _______________________________ - Sound - Interactive use of on-line
communication – QR codes
iv. Advantages
1. Targeted to your market if well planned
2. _______________________________ message but should be brief…
3. Can be measured by results if you have a “call to action” to encourage the sale
4. ______________________________________________________________
5. Hidden from your competitors – ambush marketing
v. Disadvantages
1. _______________________________ – away
2. High cost of list maintenance
3. _______________________________
4. Expertise required to really hit target market
5. Can be _______________________________ so not very cost efficient
6. Difficult to track
e. Electronic Media, TV & Radio
i. Most _______________________________, _______________________________ or
_______________________________ have national, regional and local arrangements with both
broadcast media types
ii. Some have _______________________________ options (TV games must be sold out to have
local broadcast) – promotes ticket sales
iii. Some have agreements on additional _______________________________ such as coach and
player interviews (before/after/later) games
iv. Teams desire to have this _______________________________ to build their brands and to
grow their target markets
III.
Discuss types of direct mail tactics
a. Mobile Marketing
i. _______________________________ – the use of wireless network & cell phone as a means of
marketing communication
ii. _______________________________ (text messaging) – exchange of short text messages
between fixed line or mobile phones
iii. _______________________________ (multimedia messaging services)
1. http://www.youtube.com/watch?v=bgkMpXR6-Nw
iv. Mobile web banner
1. http://www.youtube.com/watch?v=dqBuw2WGFzA
v. Mobile _______________________________
vi. Mobile _______________________________ – games on the move – using smart phone games
as promotional tools –
1. http://www.youtube.com/watch?v=J_e8mVFtHm4
vii. _______________________________ – groups of pages on the www. devoted to one or several
topics
viii. _______________________________ services – recommendation of services like restaurants,
retailers, events, etc. in an area
1. Utilizes GPS to locate your and target location
2. Examples: urbanspoon.com, zagat.com
3. http://www.zagat.com/
ix. _______________________________ – web-based software solution to create interactive
marketing and promotional campaigns through generation of Quick Response (QR) codes –
engage with customers with smart phones in real time response
x. _______________________________ – information retrieval service w/mobile platforms &
phones
xi. _______________________________
1. http://www.apple.com/iphone/from-the-app-store/?cid=wwa-us-kwg-features00001&siclientid=6381&sessguid=58e1991e-872d-434b-be085b422a2f4c13&userguid=58e
xii. _______________________________
1. http://www.iloopmobile.com/services/mobile-coupons-with-pos-redemption
xiii. _______________________________
1. http://go.extole.com/WebsiteSocialReferrals101Guide_ppc.html?gclid=CLnc_MG2ybICF
QY3nAodAA0AJg
xiv. _______________________________
1. http://wasatchmobile.com/index.php?option=com_content&view=article&id=76&Itemi
d=264
xv. ADVANTAGES
1. Lower cost
2. _______________________________
3. Easy tracking & response
4. _______________________________
5. Instant results
6. _______________________________
7. Micro blogging benefits
xvi. DISADVATANAGES
1. _______________________________
2. Navigation issues
3. _______________________________
4. Deletion of message
5. Lack of reliable _______________________________
6. Platform too diverse & complex
xvii. Types of devices used
1. _______________________________
2. Apps
xviii. Growth of mobile marketing
1. Should generate more than _______________________________ in sales by 2015
a. http://www.mediabistro.com/alltwitter/mobile-marketing_b22962
xix. Privacy issues with mobile marketing
1. Advertisers are wary of _______________________________ issues
2. _______________________________ has not rules on limiting use and release of
customer data, including location information
a. Users must now agree to have their information released and they can opt out
in an easy manner
IV.
Discuss the use of search-engine optimization strategies
a. _______________________________
i. Purpose of Search Engines – to provide an international source of information in an organized,
systematic manner
1. Search engines can _______________________________ by quickly researching various
information groups of interest
2. _______________________________ (search engine spiders) methodically searches the
web for HTML text in an automated manner – These spiders will often ignore flash, Java
and other items and search for the basic HTML text
ii. Importance of location/top of list
1. Greater company _______________________________ - Higher level of website traffic
2. More customer _______________________________ in company’s website
3. More customer focus of company’s value and importance
iii. Advantages
1. Can be an effective marketing technique
2. ______________________________________________________________
3. Cost effective
4. _______________________________
5. Large indexes offer wide variety of information
6. Consumers can _______________________________ what they seek
7. Organization of information
iv. Disadvantages
1. _______________________________
2. Must make changes to your website code - costly
3. Takes a while to _______________________________
4. Crowded market place
5. Irrelevant web pages causes _______________________________ of consumers
6. Takes a _______________________________ to learn how to navigate properly
7. _______________________________ (pay per click) can be expensive
b. Link building and search-engine results
i. _______________________________ – key words
ii. Site popularity
iii. _______________________________
iv. Contact the major web directories
v. _______________________________
vi. Include press releases and news articles
vii. Examples of link-building strategies
1. _______________________________
2. Offline to online relationships
3. _______________________________
4. Reach out to locals & professional interests
5. _______________________________