11 Internet Advertising

Learning objective: To consider the different types of Internet advertising, how much of it relates to you and your search habits and how much of it is random.

Key terms: 

Web Banners, Pop ups, Pop unders,  E-mail marketing, Contextual marketing, 

Search engine marketing.

Internet Advertising

An area we have covered but, for the exam you need to know the key terms around this important aspect of advertising:

This is a quite recent form of advertising.
Many advertising agencies use this platform as modern audiences are less likely to catch the adverts on the television and a wide range of audiences use the Internet at all times of the day and night.

The techniques used in Internet advertising are a bit different from other forms.

Web Banners
These appear on the page of the website you are using, for example your e-mail account.
They usually feature an image and are on horizontal or vertical boxes.
If you click on them they take you to the advertisers website.

Pop ups
These are the adverts that 'pop up' when you are using a web page.
They are often used to capture e-mail addresses so that the advertiser can target the user directly.
Often they encourage you to click by offering a chance to win something.

Pop unders
These are the adverts that appear when you shut down the web page.

E-mail marketing
This is where you get an e-mail advert sent directly to your in-box.
This could be for a company or for a shop you have bought something from in the past who want to encourage you to shop with them again. They may tempt you with special offers.

Contextual marketing
These are adverts that are linked to Internet searches you have done.
For example, if you have been searching to buy a pair of trainers, adverts for these products will begin to appear when you search the Internet.

Search engine marketing
This is where companies will pay to appear at the top of the list of a search. This means they are more visible to the user and they may be more likely to click on them first.

Task 1: 

Work in pairs to answer the following question:

What are the advantages of the Internet for advertisers? Orange books-10 minutes.