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E-commerce Course 7
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A brief reminder to start
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The role of various media
Attention Interest radio Prints and mags. signs Direct Marketing Télévision Action Source: Steve Golberg Microsoft
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The role of various media
Attention Interest radio Internet Prints and mags. signs Direct Marketing Télévision Action Source: Steve Golberg Microsoft
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How to measure advertising efficency on the net
Hits Hits/audit Audit with profil Clickstream (visits) Lenght of the navigation process Puuchases and connecting links
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Major sources for information
Non audited With audit A.C. Nielsen I/pro
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Examples of various rates
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Other examples CPM Riddler 250$ NEWS.COM 100$ AOL 38$ Yahoo! 23$
PointCast 3$ TELEVISION 12$ (ménages) MAGAZINES 35$ (lecteurs payants) Source: Morgan Stanley (
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An appication to the world of Direct Marketing
SOURCE: Computer Advertisers’media Advisor, Morgan StanleyDean Witter Reseearch
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An Example on the net SOURCE: Computer Advertisers’media Advisor, Morgan StanleyDean Witter Reseearch
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How advertising evolves on the net
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Major points of interest
Several site play adv. by barter trade Few sites make money with ad. Revenues But those are huge sites, maily browsers and search engines
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There is a high degree of concentration in this industry
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Ad. Spendings
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Ad. Revenus
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