3.0th Several other methods exist. such as se of In a purchase ecording some form of users registration or identification( to overcome the problem of one user paying several visits to one site). An ad placed in such a site has a great potential of attracting a but there is no guarantee that a purchase will be made Many advertisers charge a fixed monthly fee, regardless of the traffic. Others use a hybrid approach; some combination of the above An interesting approach is to let the market determine prices. This is done via auctions Bothwww.onsale.comandwww.adauction.comscheduleauctionsforads.Publisherspost information about available space and buyers bid on it 8.3.3 Basic thought of Internet advertisement 1. Banner On a Web page, a graphic advertising display linked to the advertiser's Web page, includer keyword banners and random banners Benefits of banner ads Customized to the target audience or one-to-one ads Utilize "force advertising"marketing strategy irect link to advertiser Multi media capabilities Limitations of banner ads High cost Click ratio: the ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the ac Declining click ratio: viewers have become immune to banners Banner swapping: an agreement between two companies to each display the others banner ad on its Web site Banner exchanges: markets in which companies can trade or exchange placement of banner ads on each other's Web sites(bcentral. com) Pop-under ad: an ad that appears underneath the current browser window so when the user closes the active window, they see the ad Interstitials: an initial Web page or a portion of it that is used to capture the users attention for a short time while other content is loading Standardized ads: on February 26, 2001, the Internet Advertising Bureau, an industry trade group, adopted five standard ad sizes for the Internet Skyscraper ad: full column-deep Classified ad like ad 2. URL (Universal Resource Locators) Minimal cost is associated with it. Submit your URL to a search engine and be listed; eyword search is used. Disadvantages Search engines index their listings differently; Meta tags can be complicated 3. Advertising in chat rooms Adversarial: an advertisement"disguised"to look like an editorial or general information3. Other methods Several other methods exist, such as: ▪ The use of the gross number of visits (occasions on which a user looks up a site) as a possible measure of effectiveness is also inadequate. (Visiting and entertaining site may not result in a purchase). ▪ The number of “unique users” at a site during a specific time can be calculated by recording some form of users registration or identification ( to overcome the problem of one user paying several visits to one site). An ad placed in such a site has a great potential of attracting a viewer, but there is no guarantee that a purchase will be made. ▪ Many advertisers charge a fixed monthly fee, regardless of the traffic. Others use a hybrid approach; some combination of the above. ▪ An interesting approach is to let the market determine prices. This is done via auctions. Both www.onsale.com and www.adauction.com schedule auctions for ads. Publishers post information about available space and buyers bid on it. 8.3.3 Basic thought of Internet advertisement 1. Banner On a Web page, a graphic advertising display linked to the advertiser’s Web page, including keyword banners and random banners. Benefits of banner ads: ▪ Customized to the target audience or one-to-one ads ▪ Utilize “force advertising” marketing strategy ▪ Direct link to advertiser ▪ Multi media capabilities Limitations of banner ads: ▪ High cost ▪ Click ratio: the ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the ad ▪ Declining click ratio: viewers have become immune to banners ▪ Banner swapping: an agreement between two companies to each display the other’s banner ad on its Web site. ▪ Banner exchanges: markets in which companies can trade or exchange placement of banner ads on each other’s Web sites (bcentral.com). ▪ Pop-under ad: an ad that appears underneath the current browser window, so when the user closes the active window, they see the ad. ▪ Interstitials: an initial Web page or a portion of it that is used to capture the user’s attention for a short time while other content is loading. ▪ E-mail. ▪ Standardized ads: on February 26, 2001, the Internet Advertising Bureau, an industry trade group, adopted five standard ad sizes for the Internet. ▪ Skyscraper ad: full column-deep. ▪ Classified ad: a newspaper-like ad. 2. URL (Universal Resource Locators) Advantages: ▪ Minimal cost is associated with it; ▪ Submit your URL to a search engine and be listed; ▪ Keyword search is used. Disadvantages: ▪ Search engines index their listings differently; ▪ Meta tags can be complicated. 3. Advertising in chat rooms Adversarial: an advertisement “disguised” to look like an editorial or general information