Promotion 1: Intro: Advertising Media characteristics impact advertising – Impact of non-advertising investments – consumer participation Business sites.

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Presentation transcript:

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

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