Topic 9: Marketing

Communication
BBED 4103
E-Commerce
• Marketing communications have a dual
purpose:

Branding

Sales.
 Advertising
• The most common and familiar marketing
communications tool.
 Why online advertising is growing
rapidly?
Reason Description

Cost Cheaper than those in other media

Richness of format Use the convergence of text, audio,

graphics, and animation.

Timeliness Can be fresh and up-dated regularly

Participation The Web is a participatory tool.

Location-basis Internet ads can be sent to consumers

whenever they are in a specific location.
 Number of different forms of online
advertisement
• Banner and rich media ads;

• Paid search engine inclusion and placement;

• Sponsorships; and

• Affiliate relationships.
• Banner and Rich Media Ads
– were the first Internet advertisements.
– Pop-under ads open underneath a user’s active
browser window and do not appear until the user
closes the active window. The ad remains visible
until the user takes action to close it.

– An interstitial ad (interstitial means “in

between”) is a way of placing a fullpage message
between the current and destination pages of a
user.
Superstitial is a rich media ad that can be any
screen display size up to 550 x 480, and with a
file size of up to 100 KB.

• An advertiser who wants to place a banner or

rich media advertisement on the Web has
several options via:
• Banner swapping arrangements among firms
allow each firm to have its banners displayed
on other affiliate sites for no cost.
• Banner exchanges (such as Microsoft’s
bCentral Banner Network) arrange for banner
swapping among firms, usually small firms
that cannot afford expensive ad networks.
• Ad networks such as DoubleClick and Flycast
act as brokers between advertisers and
publishers, placing the ads and tracking all
activity related to the ad.
 Website Functionality
• Make it as an informative site
• Employ simple navigation (ease of use)
• Use redundant navigation
• Make it easy for consumers to purchase
• Feature multi-browser functionality
• Apply simple graphics
• Use legible text
 Different forms of online
advertisement
• Banner and rich media ads;

• Paid search engine inclusion and placement;

• Sponsorships; and

• Affiliate relationships.
• Direct E-mail Marketing

• Online Catalogs

• Public Relations