Advertising and the Information Professional

1
Advertising and the Information Professional

• What You Need to Know

2
Advertising 101 The Basics

• What is Advertising?
• the techniques and practices used to bring
  products, services, opinions, or causes to public
  notice for the purpose of persuading the public
  to respond in a certain way toward what is
  advertised. Advertising. Encyclopædia
  Britannica. Retrieved September 23, 2003, from
  Encyclopædia Britannica Online.lthttp//80-search.
  eb.com.content.lib.utexas.edu2048/eb/article?eu3
  863gt

3
SoHow did the WWW change things?

• On the Web, content really is king, and users
  have nearly complete control over their surfing
  progress
• Active engagement of the user
• Demographics
• Precise measurements
• Rotation

• (Armstrong, Steven., 2001) pp. 32-52

4
How it All Started

• October 27, 1994
• HotWired flipped the switch and hosted the
  very first banners. (www.hotwired.com/archive)
• 14 advertisers paid 30,000 each to run ads for
  12 weeks
• Banner ads developed when HotWired realized ads
  needed to be confined to smaller units of space
  (Kaye, Barbara K. Medoff, Norman J., 2001) p.
  6

5
History (cont.)

• 1995
• emergence and public acceptance of the Web as an
  interactive medium
• Sun Microsystems releases Java
• 1996
• Oldsmobile initiates a commercial chatroom
• Advertisers look for niche markets
• 1997
• ZDNet allows advertisers to sponsor site content
• 1998
• Interstitials appear

(Kaye, Barbara K. Medoff, Norman J., 2001) pp.
6-7
6
History Graphic
(Allen, Cliff, Kania, Deborah, Yaeckel,
Beth.,2001) p. 109
7
Types of Web Ads

• Banner
• Pop-up
• Interstitial and Superstitial
• Promotional E-mail
• Extramercials

• Video Banner
• Webmercial
• Advetorial
• Infomercial

(Kaye, Barbara K. Medoff, Norman J., 2001)
8
Techniques for Presentation

• Static
• Dynamic
• Self Advertising-corporate
• Advergaming-building a brand via electronic games
  (source Media and Marketing Limited
• Wireless-emerging

9
Terms

• You will frequently encounter jargon when dealing
  with internet advertising.
• In order to be able to communicate with your
  clients, you will need to be fluent in this
  unique terminology.
• Remember, advertising is where the money is!

10
Terms (cont.)

• Click-1) metric which measures the reaction of a
  user to an Internet ad. There are three types of
  clicks click-throughs in-unit clicks and
  mouseovers
• IAB-Founded in 1996, the Interactive Advertising
  Bureau is the industrys leading interactive
  advertising and marketing association.
• Impression-a measurement of responses from a Web
  server to a page request from the user browser
• Interactive advertising- all forms of online,
  wireless and interactive television advertising,
  including banners, sponsorships, e-mail, keyword
  searches, referrals, slotting fees, classified
  ads and interactive television commercials.

• Opt in-refers to an individual giving a company
  permission to use data collected from or about
  the individual for a particular reason
• Opt out-when a company states that it plans to
  market its products and services to an individual
  unless the individual asks to be removed from the
  company's mailing list
• Rich media-a method of communication that
  incorporates animation, sound, video, and/or
  interactivity.
• Sponsorship-an association with a Web site in
  some way that gives an advertiser some particular
  visibility and advantage above that of
  run-of-site advertising.

All definitions from IAB Glossary-http//www.iab.n
et/resources/glossary.asp
11
The Advertisers Prerogative, or why it is
important to be on the WWW

• Revisiting User Engagement and Demographics
• Following the consumer dollar

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User Engagement

• Concept of one-to-one marketing
• Unique dialogue that occurs directly between a
  company and individual customersThe dialogue
  involves a company listening to a customers needs
  and responding with services that meet those
  needs.

(Chaffey, Dave, Mayer, Richard, Johnston, Kevin,
Ellis-Chadwick, Fiona, 2000) p. 488
13

• Demographics
• Of All Internet Users
• Equally divided by gender
• 29 are between 18-29 and 47 are between 30-49
  years of age
• 23 earn between 30 and 49k/year and 18 earn
  between 50 and 75k/year

Chart from (Greenspan, 2003a)
14
Following the Consumer Dollar

• 36 of the Internet users who chose a school or
  college for themselves or their children say
  their use of the Internet played a
  crucial/important role.
• 33 of the Internet users who started a new hobby
  say their use of the Internet played a
  crucial/important role.
• 29 of the Internet users who got additional
  education or training for their career say their
  use of the Internet played a crucial/important
  role.
• 27 of the Internet users who bought a car say
  their use of the Internet played a
  crucial/important role.
• (Pew Internet and American Life Project, 2002)
  Use of the Internet at Major Life Moments

15
Advertisers and Money

• A recent Jupiter Research Report suggests
• The Bottom Line-
• After several lean years, online advertising
  will increase slightly to 6.3 billion in 2003,
  and growth will continue through at least 2008.
  Paid search is driving this recovery, with nearly
  50 percent growth in 2003. Display advertising
  will decline for the third straight year but will
  start to rebound in 2004 as brand marketers
  increase spending on rich media advertising.
• (Jupiter Research, 2003) Online Advertising
  Through 2008 Paid Search Drives Modest Recovery
• Actual Figures show that spending increased 12.2
  from Q1 2002 to Q1 2003 (Greenspan, 2003b) US Ad
  Growth Underway

16
The Information Professionals Prerogative

• Branding
• Web site assessment
• Identity
• Value
• Trust and Goodwill
• (Van Duyne, Douglas K., Landy, James A, Hong,
  Jason I., 2003) pp. 237-238, pp. 316-320

17
Advertising and Your Site

• Your goal is to develop a brand (or site essence)
  that your user/customer will remember. To do
  this you continually assess your site and develop
  a distinct identity. Using identity you create
  value and re-enforce the value via consistency.
  Doing the above will help you establish a sense
  of trust and goodwill in your users.

18
Site (cont.)

• Keep in mindA Web site is assessed in
  these five areas
• Content Quality
• Ease of Use
• Performance
• Satisfaction
• Brand Value

(Van Duyne, Douglas K., Landy, James A, Hong,
Jason I.,2003). p. 317
19
Where the Advertiser and Information Professional
Meet

• Skill sets
• Advertising is a business of words, but
  advertising agencies are infested with men and
  women who cannot write. They cannot write
  advertisements, and they cannot write plans. They
  are helpless as deaf mutes on the stage of the
  Metropolitan Opera.
• David Ogilvy--Confessions of an Advertising Man
  (1989)
• (Elibron Quotations, http//www.elibronquotations.
  com/author.phtml?a_id5916)
• Persuasive Technology
• B.J. Fogg and the Persuasive Technology Lab
• Persuasion Graphic
• (Center for Persuasive Technology,2003).
  http//captology.stanford.edu/Key_Concepts/key_con
  cepts.html

20
The User/Consumer

• Security
• Privacy
• Ethics
• Relationship
• Reliability

21
The Big Picture

• Money! The buck stops you!
• Sponsorships
• Ad agencies
• Other internal and external factors
• Balance IA vs. Ad
• Wrap-up and Recap

22
The End

• Questions?

23
References

• Advertising. Encyclopædia Britannica. Retrieved
  September 23, 2003, from Encyclopædia Britannica
  Online.lthttp//80-search.eb.com.content.lib.utexa
  s.edu2048/eb/article?eu3863gt
• Allen, Cliff, Kania, Deborah, Yaeckel, Beth.
  (2001). One-to-one Web Marketing Build a
  Relationship Marketing Strategy One Customer At a
  Time. New York John Wiley an d Sons, Inc.
  Retrieved Sept 23, 2003 from Net Library.
• Armstrong, Steven. (2001). Advertising on the
  Internet (2nd ed.). London Kogan Page Limited.
• Center for Persuasive Technology. (2003). Key
  concepts Computers as persuasive technologies.
  Retrieved September 24, 2003 from
  http//captology.stanford.edu/Key_Concepts/key_con
  cepts.html
• Chaffey, Dave, Mayer, Richard, Johnston, Kevin,
  Ellis-Chadwick, Fiona. (2000). Internet
  Marketing. Harlow, England Pearson Education.
• Elibron Quotations. (2003)David Olgily
  Advertising executive (18 quotations). Retrieved
  September 24, 2003 from http//www.elibronquotatio
  ns.com/author.phtml?a_id5916
• Greenspan, Robyn. (2003a, April 16). Internet not
  for Everyone. Retrieved September 22, 2003 from
  http//cyberatlas.internet.com/big_picture/demogra
  phics/article/0,,5901_2192251,00.html
• Greenspan, Robyn. (2003b, July 15). US Ad Growth
  Underway. Retrieved September 22, 2003, from
  http//cyberatlas.internet.com/markets/advertising
  /article/0,1323,5941_2234931,00.htm
• HotWired Archive. (2003). Retrieved September 20,
  2003 from http//hotwired.wired.com/archive/
• Interactive Advertising Bureau. (2003). Resources
  and Research. Retrieved September 20, 2003, from
  http//www.iab.com/resources/glossary.asp
• Jupiter Research. (2003, August 28). Online
  Advertising Through 2008 Paid Search Drives
  Modest Recovery (Vision Report). Retrieved
  September 22, 2003, from http//www.jup.com/bin/it
  em.pl/researchvision/73/id94505/
• Kaye, Barbara K. Medoff, Norman J. (2001). Just
  a click away Advertising on the Internet.
  Needham Heights, MA Allyn and Bacon.
• Pew Internet and American Life Project. (2002,
  May 8). Use of the Internet at Major Life
  Moments. Retrieved September 22, 2003 from
  http//www.pewinternet.org/reports/toc.asp?Report
  58
• Van Duyne, Douglas K., Landy, James A, Hong,
  Jason I. (2003). The design of sites Patterns,
  principles, and processes for crafting a
  customer-centered web experience. Boston
  Addison-Wesley.