文档介绍：ADVERTISING
Advertising Media
Electronic Mail (listservs)
discussion groups, newsgroups, bulletin boards
World Wide Web (WWW)
Database of information in a graphical environment (sound, graphic images, video, and hypertext on single pages)
Advertising Tactics
Push Strategy (Webcasting)
common for e-mail and
Pull mon on the nic mailing lists
Spam
mercial messages sent to listservs, s or some pilation of E-mail addresses
Who Advertises on the ?
Highly Concentrated Among Web and High-panies
Traditional Firms are Focusing on Web Site Development
Types of Advertising
Banner Ads
A portion of another owner’s page
Pop-Up Ads
Small windows that appear automatically
Corporate Home Pages
Ownership of an entire site or page
Details about firm and other contents of interest
Virtual mall
E-munication
permission marketing
viral marketing
Establishing a Site on the World Wide Web
Getting surfers e back - Sticky Site
substance
ease of use
entertainment value
Purchasing key words & developing a domain name
Online search engines sell domain names
Firms may pany names or a name descriptive of the business as basis for URL
Promoting Web Sites
Notify groups
Register with search engines
Register with yellow pages on the
Register with appropriate listserv groups
Send out press releases to news sites
E-mail as direct