ONLINE

SERVICES

ADVERT I S

I NG

ADVERTISING

Advertising is when a company shows off a commercial product or desirable service in order to receive more attention and money from an audience.

ONLINE ADVERTISING

Search Engine Results PagesCompanies register with large search engines so that their websites appear high up in a list of keyword searches or pay for links that appear when a user does a search.

Banner and Pop-Up AdvertisementsThese are advertisements that appear on the top of web pages as banners or pop-up on web pages. They are often animated to capture attention.

eMail MarketingWhen companies use eMail to send advertisements to customers. However, customers often see this type of marketing as spam if it is sent as unsolicited bulk eMails.

EFFECTIVENESS

What makes Online Advertising Effective?

It:Captures attention (Colour, layout, graphics, animation)Easily accessibleRetains Consumer’s Interest Directs to additional interactive information (E.g. Video)Speedy load time

PAY-PER-CLICK

If a surfer clicks on an ad, they will be redirected to the advertisers website. The website or web page provider will receive a payment for every ad that is clicked on.

PPC advertising uses what is known as an affiliate model. Advertisements or links to a company’s website are placed on other websites (affiliates) and in return the affiliate site receives a percentage of the income from any customer that clicks through.

TESCO CLUB CARDS

Tesco’s uses a clever form of advertisement, using the information given by customers for a Tesco Club Card to find suitable products for the target audience.When a customer buys something with their Club Card, the information is stored and used to define popular items from unpopular items, which Tesco’s uses to put on offers and advertisements to attract more customers and receive more money from their current buyers.