Chapter 14 : Web Advertising and Web Publishing
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Outline

Traditional versus Internet Advertising

Internet Advertising techniques and Strategies

Business Models for Advertising and their Revenue Streams

Pricing Models and Measurement of the Effectiveness of
Advertisements

Web Publishing – Goals and Criteria

Web Site Development Methodologies

Logical Design of the User Interface I – Abstract User Interface
Object

Logical Design of the User Interface II – Flow of Interaction

Usability Testing and Quality Assurance

Web Presence and Visibility
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Traditional vs. Internet Advertising
Traditional advertising channels:
 Newspapers and magazines that utilise text and image
 Radio that utilises audio
 Television that uses video
 Direct mail that utilises text and image
 Telemarketing that utilizes audio
The Internet provides a new media -- mix text, audio, images, graphics, animation and video.
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Internet Advertising Techniques and
Strategies
 It is appropriate to deal with them together.
 It is useful to separate the techniques into mass marketing and targeted marketing strategies.
 Mass marketing techniques include:
 E-mail
 Banners
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Emails
 Advertise messages to people on the internet.
 Email advertising is increasingly being tied to the use of promotions and gimmicks.
 The advantages include:
 cheap to implement
 can include the facility for feedback and return messages
 will allow one to progressively tailor the email advertisements based on this
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Banners
 Widely used technique for advertising
 A banner is a small display on the web consisting of text, graphics, animations
 May appear randomly
 Two important issues:
 to ensure that the banners are initially viewed
 to achieve high click through rates
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Targeted Advertising Techniques
 Targeted marketing techniques include:
 Broad targeted marketing
 Chat Rooms
 Thematic web sites
 Portals that provide keyword linked banners advertisements
 Personalized targeted marketing
 Purchasing circles
 Data mining based associative advertising
 Permission marketing
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Web Publishing – Goals and Criteria
 A web site could be used for:
 conveying information
 carrying a marketing message
 allowing interactivity say to place an order, or customer service
 exchange information and opinions as in a chat room.
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Web Site Development Methodologies
 The development of a web site or client side of an ecommerce system like another other software systems requires a clear understanding of:
 the purposes of the web site
 the functions of the e-commerce system that the client side must provide. (This would be identified during the systems analysis and conceptual modeling stage.)
 the audiences that the web site is meant to address
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Categories of Systems
 Encounter several different categories of system.
 No Web-site exists and the system is developed completely from scratch
 An organizational Web-site already exists
 A mediator between the audience category and several websites or data sources
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Web Based Mediator
WebSite 1
……
WebSite N
Database
Web-Based Mediator
User Application and/ or Interface
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Logical Design the User Interface I –
Abstract user Interface Object
 The logical design of the user interface involves:
 navigation related aspects of the user interface design
 data related aspects of the user interface design.
 External representation of the system
 A new category of Petri-nets -- Flow of Interaction Net
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The Conceptual and Logical Design of UI
REAL
WORLD
Conceptual
Design
Conceptual
Model
Perspective s
Logical
Design
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Logical Design the User Interface II – Flow of Interaction
 The user interface associated with the Web site there are only certain actions available to a user
 Thus any action a user is allowed to take must be associated with a set of preconditions
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Concrete UI Objects for Customer
Hotel Guest Register
Customer
New
Shangri-La Hotel
Participant Detail
Last Name:
: First Name:
Affiliation:
Organization:
Post Address: Street :
City Country
Phone Fax
Zip Code
Email
OK
Cancel
Help
Accommodation
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Functional and System Testing
 Quality Assurance of the e-commerce application:
 Data Validation and Error Handling Testing
 Database and End to End Testing of different functions
 Legacy Interface Testing
 Exception Handling Testing
 Response Time and Down Load Time Testing
 Stress Load Testing
 Security Testing
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Web Feature Testing
 Testing the features of a web site: client and server sides.
 There are several things that need to be tested including
 Hyperlinks Testing
 Validation of HTML code
 Script Testing
 Compatibility Testing
 Resolution Testing
 Server side Testing
 There are several software tools that can be utilised for web feature testing including:
 Site Owner
 Web Site Garage
 Net Mechanic
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