Promotion 1: Intro: Advertising Media characteristics impact advertising – Impact of non-advertising investments – consumer participation Business sites and media vehicles Inherent conflict w/ hypertext medium
Sources of Advertisements Performance-based SEM Major portals (Yahoo!, MSN) ISPs Users’ sites Own site
Types of Advertisements Text-based Banners Buttons Pop-Ups Interstitials Page sponsorship
Designing Web Advertisements Content of: – Vehicle – Advertisement – Target page and subsequent pages
Metrics and Business Models Hits Impressions Page Views CPM CPC CPA