Keywords and Pop-Ups Richard Warner. Keyword Advertising  If you search on Google for U-Haul or Ryder Truck, several advertisements appear on the right.

Slides:



Advertisements
Similar presentations
ECONOMICS.
Advertisements

33 Wilson Drive – Unit D, Sparta, NJ Tel: Fax: Most major companies use billboards on highways.
Marketing Solutions Ohio’s Black Business Directory.
Chapter 15 Marketing Channels, Logistics, and Supply Chain Management.
Marketing Channels.
Acquiring A Web Presence Caroline Leibinger Jimmy Neyhart Joey Tuma.
Learning Goals Understand the roles of retailers and wholesalers in the marketing channel. Know the major types of retailers and marketing decisions they.
1 Chapter 9 Electronic Commerce and Electronic Business.
Cross-Docking Distribution Center (DC)
Chapter 12 Global Marketing Channels and Physical Distribution
Promotion.
Fashion Marketing Basics
Standard 2.  Understand the role of Promotion  Define Promotion: ◦ Any form of communication a business or organizations uses to inform, persuade or.
Essentials of Marketing 13e
Marketing Channels.
“If you build it, they will come.”. Virtual Business  There is much more that goes into a virtual business than just building the web site.  You will.
Marketing Channels and Supply Chain Management
Chapter 2 E-Marketplaces: Structures, Mechanisms, Economics, and Impacts.
Electronic Commerce and Electronic Business Lecture – 12
What is E-Commerce? Section 8.1. What is E-commerce? E-commerce is the exchange of goods, services, information, or other businesses through electronic.
RIP CURL Rip Curl was founded in 1969.
Business Marketing By: Annie Garrett October 14, 2011.
The Case for The Right to Prevent Access Richard Warner.
Maryland’s Black Owned Business Directory Marketing Solutions.
Channels of Distribution
Browsing the Web Session 3. Objectives Student will knowhow to search on the internet, how to complete a form.
Learning Goals Know why companies use distribution channels and understand the functions that these channels perform. Learn how channel members interact.
Class Discussion Notes MKT February 20, 2001.
© 2012 Cengage Learning. All Rights Reserved. SLIDE MARKETING (part 2) Price and Distribute Products Goal 1Discuss how the selling price of a product.
McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.
Introduction Presented By: Natasha Hammack. Network Overview Randall Publishing Co. has developed an online truck driver recruiting network in association.
Ind – Acquire the foundational knowledge of channel management
Virtual Business CREATING A WEB PRESENCE Copyright © Texas Education Agency, All rights reserved.
Online Marketing communications. Learning Objectives Identify the major forms of online marketing communications Discuss the ways in which a Web site.
Introduction/Advertisement Main features of our windshields ●As it gets brighter outside, the window becomes more shaded and vice versa ●Automatic defrost.
Electronic Commerce Jeff Campbell, Piyanuch Chuasiripattana, Travis Flood, Matthew Janocko, Kent Woodburn Research on Electronic Commerce.
Distribution Customer Services and Logistics
Brought to you in association with Catalogues, Shopping Carts, and Online Shops.
The Getting Complete Guide to Started Day 1 Finding & Analyzing Deals Day 2 Choosing A Profit Strategy Day 3 Putting It All Together.
Marketing channels and logistics
9-1 Chapter 9 The Internet.
© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 13 GETTING PRODUCTS TO CUSTOMERS 13-1Marketing through Distribution 13-2Assembling Distribution.
Law Online: An Introduction Richard Warner Chicago-Kent College of Law
Co-Brand Site Program.  All businesses and organizations face problems with today’s economy and need: ◦ A way to get more ◦ Customers/Members ◦ Business.
Privacy and the Market Richard Warner. Three Types of Privacy  Spatial rights define a physical zone of control over intrusions by others.  Decisional.
Front Page Title Name Introduction Appropriate Images The Legal Issues -Personal Data -Freedom of Information -Computer Crimes Ethical Issues -
Marketing Channels and Supply Chain Management Chapter 12.
Department of Marketing & Decision Sciences Part 5 – Distribution Wholesaling and Physical Distribution.
Economics Economics is the study of how individuals, businesses, and nations make things, buy things, spend money and save money. TermDefinition Producer.
Chapter Twelve Digital Interactive Media Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.
Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 5.
Chapter 13: Marketing Channels 1 Copyright Cengage Learning 2013 All Rights Reserved.
Basics of Marketing The success of most businesses rests on production and marketing: the product must be good and the marketing plan must be well-organized.
MARKETING MARKETING © South-Western Thomson CHAPTER 13 Get the Product to Customers 13.1 Marketing Through Distribution 13.2 Assembling Channels of Distribution.
Microsoft Office 2008 for Mac – Illustrated Unit D: Getting Started with Safari.
STUDENTS WILL UNDERSTAND AND DEMONSTRATE KNOWLEDGE OF PROMOTION Standard 2.
Markets and Information Richard Warner. Three Types of Privacy  Spatial rights define a physical zone of control over intrusions by others.  Decisional.
Co-Brand Site Program.  All businesses and organizations face problems with today’s economy and need: ◦ A way to get more ◦ Customers/Members ◦ Business.
Chapter 1: Internet Marketing Foundations. Chapter Objectives Describe how computers and servers communicate to enable people to interact with webpages.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Twelve Marketing Channels: Delivering.
Driftless Region Food & Farm Project. Way Back When Farmers Independent Grocery Store Consumers Independent Restaurant.
OPERATIONS MANAGEMENT STRATEGY 1. PRODUCT CHOICE 2. PROCESS CHOICE 3. FACILITIES CHOICE 4. QUALITY CHOICE.
Marketing Channels Delivering Customer Value
Marketing Channels and Supply Chain Management
Chapter 3 Supply Chain Drivers and Obstacles
Students will understand and demonstrate knowledge of Promotion
Marketing Channels Delivering Customer Value
WEB PAGES AND WEB SITES.
Product and Distribution Strategies
Presentation transcript:

Keywords and Pop-Ups Richard Warner

Keyword Advertising  If you search on Google for U-Haul or Ryder Truck, several advertisements appear on the right hand side of the search results.  These ads are triggered by keywords.  A business contracts with Google for its advertisement to appear when, for example, someone uses “U-Haul” as a search term.

Market Coordination  “During the morning a number of people step into a Milan café for an espresso. They do not doubt that it will be available. What justifies their confidence? Making the coffee available rests on a great deal of cooperation, specifically the assignment to many people of performances that together accomplish a feat far beyond the capacity of any one person alone. It is accomplished by market transactions that assign and link both multiple performances and multiple chains of them. Farmers cooperate in growing and harvesting the coffee beans. Truck drivers or locomotive engineers transport the beans to a seaport on highways or railroads that have been constructed by many kinds of cooperating laborers.

Market Coordination  At the seaport, longshoremen and ships’ crews join the chain. At a dock in Genoa, shipping the beans on to Milan calls again on performances from longshoremen, warehousers, and truckers. Somewhere along the chain, some people roast the beans, and others fabricate bags for carrying them. Think of other participating cooperators; insurers and inspectors; wholesalers and retailers.... However great their distance from Milan, innumerable people play their roles in cooperation, no less so than the surly or obliging waiter in the café.” Lindblom, The Market System.

Information and Efficiency  Information, not centralized planning, is the thread that ties the individual efforts together. The farmers growing coffee beans estimate the volume buyers will want to purchase. Coffee manufacturers and wholesalers coordinate their efforts through communication with each other and with those who transport the beans from the coffee fields. Wholesalers estimate the demand from retailers, who in turn estimate the demand of consumers like the café in Milan, which estimates the demand from its customers.  Market economies depend on a flow of information.

Efficiency and Pop-Ups  The more accurate and less costly the information, the more efficient the economy-- we spend less to achieve the same results. The savings can be used for other purposes-- education, relief of poverty, improved health insurance, and so on.  Pop-ups are a very efficient form of advertising. They are highly targeted and inexpensive.

Targeting  Targeting advertising is the process of matching advertising to recipients in ways that maximize the likelihood that recipients will purchase in response.  Targeting maximizes the return on advertising expenses.  Targeting does not merely benefit businesses; it also benefits consumers by reducing the amount of irrelevant information that bombards them.

UHaul v. WhenU  WhenU distributes a free, software program called, “SaveNow.” The program is bundled with free screensavers.  When you visit an Internet site the program makes a pop-ad appear on top of the web site.  UHaul sued WhenU claiming copyright and trademark violations. The court rejected these claims.

An Analogy  Joe and Moe own coffee shops that face each other on opposite sides of the street. Joe arrives for work one morning to find that Moe has painted “Eat Better At Moe’s” on the front of Joe’s store.  Moe trespass when he paints the sign on Joe’s storefront, and Joe is entitled to remove the sign, recover damages, and enjoin Moe from such activities in the future.  Moe can walk up and down the sidewalk wearing a sign that says, “Eat Better At Moe’s,” and he can have the same sign on a billboard next to Joe’s.

Pop-Ups As A Trespass  Moe commits trespass to land: an intentional unauthorized access.  The Internet: Think of the home page of a commercial web site is a storefront.  Why should you be allowed to display ads over this storefront?  But: on the Internet, there is no sidewalk.  And, the pop-up ad is displayed on a consumer’s computer, not on the property of a business.

Pop-Ups Behind The Site  These arguments apply when the pop-up appears on top of the web site.  What if the pop-up appears behind the site so that it is only seen once the browser is closed or minimized?

Another Analogy  You wear glasses with a wireless Internet connection and a miniature camera and projector. As you walk along a street, the camera sends what you see to an Internet site that then sends advertising to the projector which displays.  To you, it appears as if the advertising were superimposed on the objects in front of you. The glasses are free, provided by the businesses whose products and services are advertised. These same businesses maintain the Internet site.  Neither you nor the businesses commit any legal wrong.

Which Analogy?  Are pop-up ads like the sign on the physical store front?  Or, are they like the glasses?  What are the grounds on which we should answer?