2. Concept - OMC
ïOMC are methods used by online firms to
communicate to the consumer and create strong
brand expectations
ïOMC have a dual purpose :
-- OMC is used to strengthen the firm`s brand by
informing the consumer about the features
-- Secondly it promotes sales by directly encouraging
the product to buy the product sooner or later
âą Promotional sales communications suggest the
consumer âbuy nowâ and make offers to encourage
immediate purchase
Er.Sartaj Singh Bajwa
4. Online Advertising
ïA paid message on a website or other interactive
medium such as instant messaging
ïBiggest advantage is the ability to target ads to
narrow segment and to track performance of ads
ïProvides opportunity for interactivity (two way
communication )between advertiser and potential
customer
ïPrimary disadvantage is to measure cost versus
benefits as well as how to adequate measure its
results
Er.Sartaj Singh Bajwa
5. Pricing Models For Online
Advertisements
ïBarter (exchange of space for something of equal value)
ïCost Per Thousand-CPM (advertiser`s pays for
impression of 1000 unit lots)
ïCost Per Click-CPC (advertiser pays prenegotiated fee for
each click and receives)
ïCost Per Action-CPA (advertisers pays for those users
who perform a specific action , such as registering ,
purchasing)
ïHybrid (two or more of the above models used together)
ïSponsorship (advertiser pays fixed fees )
Er.Sartaj Singh Bajwa
6. Forms Of Online Advertising
ïBanner & Rich Media Ads
ïPaid search engine inclusion and placement
ïSponsorship
ïAffiliate relationship
Er.Sartaj Singh Bajwa
7. Banner Ads
ïIt displays a promotional message in a rectangular
box at the top or bottom of a computer screen
ïIf clicked on it brings a potential customer directly to
the advertiser`s website
ïAnimated ads which displays different images in
quick succession creating an animated effect
Er.Sartaj Singh Bajwa
8. Types Of Banner Ads
ïButton is a permanent form of banner ad
ïSkyscrapers' are tall , narrow banner , almost 3 times
the height of banner ads
ïPop-under ads opens underneath a user`s active
browser window and does not disappear until the user
closes the active window (ad remains visible until the
user takes action to close it)
ïPop-underads sometimes results in negative branding
Er.Sartaj Singh Bajwa
10. Interstitial Ads
ïInterstitial Ad is a way of placing a full page between the
current page and the destination page of a user
ïGenerally inserted within the single website and is
displayed when the user moves from one page to the next
ïTo avoid boring users ads include animated graphics and
music to entertain for not more than 10 seconds
ïGood interstitial may have skip through or stop option for
users who don't have interest
ïDead time is used and does not slows the arrival of the
page they have requested
Er.Sartaj Singh Bajwa
11. Superstitial Ads
ïSuperstitial is a rich media ad that is pre loaded into a
browser`s cache and does not play until fully loaded
and the user`s click to another page
ïIt waits until the user clicks to another page before
popping up in a separate window
ïSuperstitial ads enable the pursuit of advertising goals
including branding , direct response , entertainment
Er.Sartaj Singh Bajwa
12. Modes Of Banner Ads
ïBanner swapping is an arrangement among firms
that allows each firm to have its banners displayed on
other affiliate sites with no cost
ïBanner exchanges arrange for banner swapping
among firms
ïBy displaying the banner of other firms , the firm can
earn credits towards the display of its banner on other
websites
Er.Sartaj Singh Bajwa
13. Paid Search Engines Inclusion &
Placement
ïIn this the advertising firms pay the search engine for
inclusion in the search engine index
ïPaid inclusion implies that there firm will appear
prominently in the results of relevant searches
ïFirm who wish to be near or at the top of a particular
search results in bid between firms on how much they
are willing to pay
ïThese include sponsorships & affiliate
relationships
Er.Sartaj Singh Bajwa
14. Sponsorships
ïIt is a paid effort to tie an advertiser`s name to
particular information , an event , a venue in a way
that reinforces its brand in a positive way.
ïSponsorships are more about branding than
immediate sales
ïGenerally in this content is combined with an ad
message to make the message more valuable
Er.Sartaj Singh Bajwa
15. Affiliate Relationships
ïIt permits a firm to put its logo or banner ad on
another firm`s website from which users of that site
can click through to the affiliate site
ïAlso known as tenancy relationships
ïStrategic partnerships in which interests of both the
parties are advanced and there is no direct exchange
of money
ïTwo sites may sell complimentary products and the
firms may strike an affiliate relationship to make it
easier for their customers to find the products they
are looking for
Er.Sartaj Singh Bajwa
16. Direct E-mail Marketing
ïE-mail marketing messages sent directly to interested
users
ïKey to effective direct email marketing is âinterested
usersâ
ïIt is different from spam ( sending unsolicited e-mail
to mass audience of internet users who have
expressed no interest in the product )
ïIn this information is sent to only those people who
have expressed at one time or other an interest in
receiving the message from the advertiser
Er.Sartaj Singh Bajwa
17. Online Catalogs
ïOnline catalog is to display a firm`s products
ïElectronic version of online catalog includes :
- color image of each available product ,
- description of the item ,
- size
- color
- material composition
- pricing information
Er.Sartaj Singh Bajwa
18. Public Relations
ïMarketing tool used to increase awareness of a site
and potentially boost traffic
ïPublic relations involve communicating with target
audience or public using methods other than
advertising
ïMethods include special events like grand opening ,
press conference and publications
Er.Sartaj Singh Bajwa
19. Mixing online & Offline
Communication
ïMarketing communications campaign most successful at
driving traffic to a web site have incorporated both
online & offline
Eg Unilever took the database of the customers addresses
which has been collected online and mailed a paper
magazine filled with cooking and cleaning tips to that list
- Although an electronic magazine would have been less
costly Unilever believed a paper publication to be better
suited for providing information
Er.Sartaj Singh Bajwa