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Casual Articles - Chapter 13 - Online Advertising - Throwing a Banner into the Works
Are you opening a dollar store? Your business will be different and unique from all others. Running that business will be both challenging and rewarding. Successfully managing that unique business will require a unique set of leadership and management skills. Are you prepared for the challenge? If not, prepare before you start!Do you have the training and skills that are required to successfully handle all of the human resources requirements associated with opening a dollar store? Are you up to speed on all of the reporting and record keeping laws and regulations associated with having employees? Do you have the training and experience to successfully hire, train and supervise your employees? If not be sure to look for training before you start. There are many sources of information and training. State and Federal information is a phone call or a click away. Business organizations often provide training and updates to members. Local colleges are another great source.How about general business management; do you have training and experience in business operations? Can you lead your business forward strategically? Are you ready to manage the day-to-day operations of your business? Successfully opening a dollar store requ
Flat Rate
Sometimes, owners of lower-traffic sites choose to sell banner space at a flat rate i.e. at a fixed cost per month regardless of traffic or amount of impressions. This would appeal to a media buyer who may be testing an online campaign generally targeting niche markets.
So What Exactly Are Banners?
In simplest terms, a banner ad is a hyperlinked image. The image carries the message and the hyperlink takes the visitor to the advertiser's landing page.
Of course it doesn't have to merely be an image. In fact, this form of advertising has come a lo
Affiliate marketing has taken tremendous leaps and bounds since the early days, all those years ago, in 1997. It has also had it's dark days. But, all in all, anyone wanting to start an online business quickly and inexpensively can build a strong foundation with affiliate marketing.However, it has to be done the right way. That means effective PREselling web content that drives large amounts of already sold visitors to the merchant site. Again, anyone can do it. It doesn't take a PhD in marketing, nor do you need to be the world's greatest writer.PREselling, very simply, is the art of leading a web site visitor, who is more encouraged to buy after being comforted by a relationship with the words, to a merchant site, or your own product sales page.In PREselling you are taking the offensive, instead of the defensive approach to affiliate marketing or online advertising. What I mean by the offensive is you are not sitting back waiting for the flood of visitors to come. You are actively seeking them with high quality, PREselling web content. A defensive posture would be one where you put up a sales page that practically begs the reader to buy from you. Be
The Multi-Purpose Nature of Advertising
Advertising, whether online or offline, always has a number of objectives:
• Building brand awareness
• Creating consumer demand
• Informing consumers of your ability to satisfy that demand
But when you really think about it, they can be distilled into just one action: Increasing Sales!
Advertising is based on the simple economics of demand and supply. Advertisers aim to stimulate a consumer need and then satisfy that need. Create the demand. Then satisfy the demand.
Building Brand Awareness
Making people aware of your brand or product is an important long-term goal. Once customers know about you, you've taken that first big step towards gaining their trust... and their patronage. It's a simple fact that the best known brands do more business. And therein lies the rub.
The ultimate goal is to do more business and sell more.
Building brand awareness is perhaps the key strong point of online creative advertising. It's largely visual, making it an ideal channel for promoting brand collateral.
Creating Consumer Demand
Brand and product awareness is also about creating demand. Advertising needs to convince consumers about what they should want and why they should want it. Modern online advertising can provide a great way to communicate the USP's of your product, thereby helping stimulate demand.
Aspiration is a function of knowledge. You can't want what you don't know about.
Satisfy Consumer Demand
Once your consumer wants something, they need to know of your ability to satisfy that want. If your brand building has been effective, they know you exist. Now tell them how you can deliver what they need.
Driving Traffic and Sales
If your Online Advertising campaign doesn't drive traffic, then there's really no point in it, is there? All forms of online marketing need to drive traffic in the long term. But what about the short and medium term?
That's where the immediacy of Online Advertising comes to the fore. Unlike traditional media advertising, Online Advertising can turn the potential customer into an actual customer right there and then. What's more - you can track exactly how effectively your campaign does this.
Payment Models
Depending on the primary goal of the campaign, different payment models can be used:
CPM or CPI
Paying for exposure. CPM refers to Cost Per Thousand and CPI to Cost Per Impression. This is usually how a campaign would be priced when brand awareness is the primary goal. It's also how most banner ads are priced in South Africa.
CPC
Paying for clicks. CPC stands for Cost Per Click. Normally associated with Paid Search Marketing, banners can be priced this way when the aim is to drive traffic. This is seldom used in South Africa.
CPA
Paying for acquisition. CPA refers to Cost Per Acquisition. This model means the publisher carries all the risk. The advertiser only pays when an advert delivers an acquisition.
If you're into buying banner advertising, this is the best way to pay - if you're selling it, it's the worst way to charge. Not surprisingly, the CPA model is not commonly used for banner advertising and is generally associated with Affiliate Marketing. Of course, the lines blur when you're publishing an affiliate banner.
Flat Rate
Sometimes, owners of lower-traffic sites choose to sell banner space at a flat rate i.e. at a fixed cost per month regardless of traffic or amount of impressions. This would appeal to a media buyer who may be testing an online campaign generally targeting niche markets.
So What Exactly Are Banners?
In simplest terms, a banner ad is a hyperlinked image. The image carries the message and the hyperlink takes the visitor to the advertiser's landing page.
Of course it doesn't have to merely be an image. In fact, this form of advertising has come a lo
Social scientists have proven that people experience what they come to expect. It’s like the first time you watched your favorite movie. Before you saw it maybe you read a favorable movie critic’s review, or a friend told you it was a great, or your favorite filmmaker directed the movie.But before you purchased the movie ticket, you had a perception that it was going to be good - and as you watched your favorite movie for the first time, your perception became reality.It’s the same thing when you meet a real estate agent who judges you instantly. For example, you meet an Agent who is immediately standoffish and after having a limited conversation they reject you. You walk away from the situation disappointed. You’re puzzled how someone could reach such a lightning fast conclusion from an initial meeting.Later you learn that the Agent had several bad past experiences dealing with other lenders. Although you weren’t the cause of their previous bad experiences, the Agent based their opinion about you from their prior knowledge.How unfair is that? This is why it’s important to comprehend the reality of branding and how it affects your business. Branding is the proc
Making people aware of your brand or product is an important long-term goal. Once customers know about you, you've taken that first big step towards gaining their trust... and their patronage. It's a simple fact that the best known brands do more business. And therein lies the rub.
The ultimate goal is to do more business and sell more.
Building brand awareness is perhaps the key strong point of online creative advertising. It's largely visual, making it an ideal channel for promoting brand collateral.
Creating Consumer Demand
Brand and product awareness is also about creating demand. Advertising needs to convince consumers about what they should want and why they should want it. Modern online advertising can provide a great way to communicate the USP's of your product, thereby helping stimulate demand.
Aspiration is a function of knowledge. You can't want what you don't know about.
Satisfy Consumer Demand
Once your consumer wants something, they need to know of your ability to satisfy that want. If your brand building has been effective, they know you exist. Now tell them how you can deliver what they need.
Driving Traffic and Sales
If your Online Advertising campaign doesn't drive traffic, then there's really no point in it, is there? All forms of online marketing need to drive traffic in the long term. But what about the short and medium term?
That's where the immediacy of Online Advertising comes to the fore. Unlike traditional media advertising, Online Advertising can turn the potential customer into an actual customer right there and then. What's more - you can track exactly how effectively your campaign does this.
Payment Models
Depending on the primary goal of the campaign, different payment models can be used:
CPM or CPI
Paying for exposure. CPM refers to Cost Per Thousand and CPI to Cost Per Impression. This is usually how a campaign would be priced when brand awareness is the primary goal. It's also how most banner ads are priced in South Africa.
CPC
Paying for clicks. CPC stands for Cost Per Click. Normally associated with Paid Search Marketing, banners can be priced this way when the aim is to drive traffic. This is seldom used in South Africa.
CPA
Paying for acquisition. CPA refers to Cost Per Acquisition. This model means the publisher carries all the risk. The advertiser only pays when an advert delivers an acquisition.
If you're into buying banner advertising, this is the best way to pay - if you're selling it, it's the worst way to charge. Not surprisingly, the CPA model is not commonly used for banner advertising and is generally associated with Affiliate Marketing. Of course, the lines blur when you're publishing an affiliate banner.
Flat Rate
Sometimes, owners of lower-traffic sites choose to sell banner space at a flat rate i.e. at a fixed cost per month regardless of traffic or amount of impressions. This would appeal to a media buyer who may be testing an online campaign generally targeting niche markets.
So What Exactly Are Banners?
In simplest terms, a banner ad is a hyperlinked image. The image carries the message and the hyperlink takes the visitor to the advertiser's landing page.
Of course it doesn't have to merely be an image. In fact, this form of advertising has come a lo
As an international centre of business, the City of London hosts countless business events and conventions at any given time of the year. Moreover, many UK and worldwide business’ headquarters are based in London, prompting routine and special business meetings to take place in the city. Consequently, the city of London is well practiced at catering to the business industry and providing its fleeting business commuters with the best accommodation and business facilities available.Certainly, one thing that London's business travellers will never have trouble finding is suitable accommodation. And whilst hotels which cater specifically to business travellers can be found all across the city, an increasing number of these travellers are choosing to stay in London's various airport hotels - and with good reason, as there are various benefits to staying in an airport hotel while on your business trip to London.For instance, on arriving in London, you won’t have to endure another leg of your journey in an effort to wade through the hectic London traffic to reach your hotel. Moreover, airport hotels usually have shuttle services from the airport, so you and your luggage can be comfortably and conveniently transported to your ac
Satisfy Consumer Demand
Once your consumer wants something, they need to know of your ability to satisfy that want. If your brand building has been effective, they know you exist. Now tell them how you can deliver what they need.
Driving Traffic and Sales
If your Online Advertising campaign doesn't drive traffic, then there's really no point in it, is there? All forms of online marketing need to drive traffic in the long term. But what about the short and medium term?
That's where the immediacy of Online Advertising comes to the fore. Unlike traditional media advertising, Online Advertising can turn the potential customer into an actual customer right there and then. What's more - you can track exactly how effectively your campaign does this.
Payment Models
Depending on the primary goal of the campaign, different payment models can be used:
CPM or CPI
Paying for exposure. CPM refers to Cost Per Thousand and CPI to Cost Per Impression. This is usually how a campaign would be priced when brand awareness is the primary goal. It's also how most banner ads are priced in South Africa.
CPC
Paying for clicks. CPC stands for Cost Per Click. Normally associated with Paid Search Marketing, banners can be priced this way when the aim is to drive traffic. This is seldom used in South Africa.
CPA
Paying for acquisition. CPA refers to Cost Per Acquisition. This model means the publisher carries all the risk. The advertiser only pays when an advert delivers an acquisition.
If you're into buying banner advertising, this is the best way to pay - if you're selling it, it's the worst way to charge. Not surprisingly, the CPA model is not commonly used for banner advertising and is generally associated with Affiliate Marketing. Of course, the lines blur when you're publishing an affiliate banner.
Flat Rate
Sometimes, owners of lower-traffic sites choose to sell banner space at a flat rate i.e. at a fixed cost per month regardless of traffic or amount of impressions. This would appeal to a media buyer who may be testing an online campaign generally targeting niche markets.
So What Exactly Are Banners?
In simplest terms, a banner ad is a hyperlinked image. The image carries the message and the hyperlink takes the visitor to the advertiser's landing page.
Of course it doesn't have to merely be an image. In fact, this form of advertising has come a lo
An affiliate marketing program is a revenue-sharing marketing strategy where a merchant pays their affiliates a commission for referring business to their website. The webmaster signs up as an affiliate in the affiliate marketing program and gets a login id. He then collects information about the marketing material for the affiliate marketing program and uses it on his web site as banners, ad- links and search boxes. If a visitor to the website is interested in one of the affiliate marketing program links then he clicks the referred link and purchases the product. The marketer identifies that the particular sale has been through the affiliate marketing program, and he pays the affiliate his commission. By having an affiliate marketing program the owner does not pay for expensive advertising but pays when a sale, lead or subscription action occurs.There are numerous benefits that an affiliate marketing program has to a marketer. Affiliate marketing programs have become one of the easiest way to advertise the products in the market. An agreement is formed between the website owner or affiliate and the merchant. The website owner allows the merchant to promote his product through his site and the merchant pays the affiliate commis
Payment Models
Depending on the primary goal of the campaign, different payment models can be used:
CPM or CPI
Paying for exposure. CPM refers to Cost Per Thousand and CPI to Cost Per Impression. This is usually how a campaign would be priced when brand awareness is the primary goal. It's also how most banner ads are priced in South Africa.
CPC
Paying for clicks. CPC stands for Cost Per Click. Normally associated with Paid Search Marketing, banners can be priced this way when the aim is to drive traffic. This is seldom used in South Africa.
CPA
Paying for acquisition. CPA refers to Cost Per Acquisition. This model means the publisher carries all the risk. The advertiser only pays when an advert delivers an acquisition.
If you're into buying banner advertising, this is the best way to pay - if you're selling it, it's the worst way to charge. Not surprisingly, the CPA model is not commonly used for banner advertising and is generally associated with Affiliate Marketing. Of course, the lines blur when you're publishing an affiliate banner.
Flat Rate
Sometimes, owners of lower-traffic sites choose to sell banner space at a flat rate i.e. at a fixed cost per month regardless of traffic or amount of impressions. This would appeal to a media buyer who may be testing an online campaign generally targeting niche markets.
So What Exactly Are Banners?
In simplest terms, a banner ad is a hyperlinked image. The image carries the message and the hyperlink takes the visitor to the advertiser's landing page.
Of course it doesn't have to merely be an image. In fact, this form of advertising has come a lo
If the cost of quality is high, looking through the Six Sigma glass the cost of poor quality is still higher. Companies bear a huge cost of about 9-16 percent of their revenues on problem solving. This is the cost of poor quality, or COPQ, as it is known. Motorola discovered this in the late 1970s at a huge price. General Electric has put the cost difference between 3 or 4 Sigma and Six Sigma at an astonishing $8-12 billion a year.Anatomy Of COPQCOPQ comprises costs which have generated as byproducts of defective and inconsistent manufacturing process. Six Sigma directly assigns a dollar value to cost of poor quality, meaning that the COPQ is measurable. The cost of poor quality originates at all places where the product or a part thereof is being made.1. COPQ originating from suppliers 2. COPQ at the production points 3. COPQ at warehouse 4. COPQ at transportation and distributionThe cost effect due to poor quality from suppliers is defined at two levels. One is straight from the defective production of materials and the other is due to handling and delivery. The second and the third points are very much under the control of the manufacturer.The following are the generally applicable
Flat Rate
Sometimes, owners of lower-traffic sites choose to sell banner space at a flat rate i.e. at a fixed cost per month regardless of traffic or amount of impressions. This would appeal to a media buyer who may be testing an online campaign generally targeting niche markets.
So What Exactly Are Banners?
In simplest terms, a banner ad is a hyperlinked image. The image carries the message and the hyperlink takes the visitor to the advertiser's landing page.
Of course it doesn't have to merely be an image. In fact, this form of advertising has come a long way since the early days of images that say "click here!" and drop you off at the homepage of the advertiser's website.
Banners can contain other forms of rich media as well and many use interactivity and sound to draw attention. The use of action scripts and technologies like Flash has taken this form of Online Advertising to a whole new level.
Types of Banner Ads - Size Matters!
As mentioned before, "banner advertising" is something of a misnomer. Banners come in a variety of shapes and sizes. Perhaps calling it "rich media advertising" or "online creative advertising" is more descriptive.
If we break it down traditionally, banner advertising can be separated into various categories according to their size and shape:
• Banners
o Full Banner: 468 X 60
o Half Banner: 234 X 60
o Micro Bar: 88 X 31
o Vertical Banner / Mini Skyscraper: 120 X 240
o Leaderboard: 770 X 60
• Buttons
o Button 1: 120 X 90
o Button 2: 120 X 60
o Micro Button: 80 X 15
o Square Button: 125 X 125 / 120 X 120
• Rectangular ads
o Medium Rectangle: 300 X 250
o Square Pop-Up: Any size, but 200 X 200 is common
o Vertical Rectangle: 240 X 400
o Large Rectangle: 336 X 280
o Rectangle: 180 X 150 and other variations
• Skyscrapers
o Wide Skyscraper: 160 X 600
o Skyscraper: 120 X 600
o Half Page Ad / Super Skyscraper: 300 X 600
While the sizes above indicate the generally accepted dimensions of ads, rich media technologies mean the ads themselves can expand beyond the allocated area of page real estate. Expanding ads, that "pop-out" on mouse-over, overlay ads that appear on top of site content, and ads that incorporate interactive elements have become very popular.
But Why Banner Advertising?
In previous chapters we went on and on about the value of marketing tools that focus on giving consumers what they want when they're looking for it. Now, all of a sudden we're changing course and suggesting a method of interruption marketing? What's that about then?
Horses for courses - and some campaigns are just better suited to visual means.
• You're promoting travel packages. What stirs more emotion - an image of a tropical paradise? Or the words "tropical paradise?"
• Want to build your brand within a specific sphere? Why not brand, through banner advertising, the websites of every major player in that niche?
• Running a competition? Keep your target market's eye on the prize
• Launching an exciting new sports car? Images with a call to action - "test drive it now" - or interactive rich media that highlight all the exciting new features as you mouse-over that part of the car on the image
Interactivity
Since banners can contain rich media, they offer levels of interactivity that other forms of advertising can't reach. Get your target market to not only see your banner, get them to play with it too. Interaction builds a bond and improves the chances of the consumer remembering your brand tomorrow.
Animations, games, video, flash - and you thought banner ads were just hyperlinked pictures. Modern Online Advertising is able to bring together a number of other online marketing tactics:
• A few years ago, flash micro sites were all the rage - now the same functionality can exist right within the ad
• Viral Marketing: clever viral marketing games or "send to a friend" functionality - again from right within the ad
• Video - check out vid
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