page director: 
Brian D. Butler
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Advertising
One part of marketing (the promotion part), telling about brand
Important Cultural aspects of Color (for global marketing)
be careful that different colors mean different things in different cultures. For example, in Saudi Arabia, Green= good luck, and Yellow means "strength and reliability".... good to know if you are marketing there! See more here and here
Marketing Mix
the 4 Ps describing the strategic position of a product in the marketplace.
- Product (design)
- Place (where to sell, distribute)
- Promotion (includes advertising)
- Price (the 4 Cs of pricing)
optimizing the marketing mix is the primary responsibility of marketing.By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness.
Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $129.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $131 to $129.00 would be considered a tactical change, potentially related to a promotional offer.
read more about the marketing mix
Marketing is sold in GRP - Gross Rating Points
GRP = based on REACH * Frequency
% of target customers # of times seen
This is a standard measure for advertising, which measures the impact. Its calculated by the % of the target market that is reached by the ad, times the exposure frequency. For example, if you advertise and reach 20% of the target market, and run the ad 5 times, then you have a GRP of 100. GRP is the sum of ratings achieved by a specific media vehicle or schedule. It represents the percentage of the target audience reached by an advertisement. If the advertisement appears more than once, the GRP figure represents the sum of each individual GRP. In the case of a TV advertisement that is aired 5 times reaching 50% of the target audience, it would have 250 GRP = 5 x 50% -- ie, GRPs = frequency x % reach. A related metric, TRPs, or Target Rating Point, is a measure of the purchased targeted rating points representing an estimate of the component of the targeted audience being reached by an advertisement. see also:American Marketing Association Dictionary of Marketing Terms.
how to calculate GRP, and CPM (cost per thousand): http://www.greatoutdoornetwork.com/new_calculator.php
and: http://tv-advertising.suite101.com/article.cfm/ratings_and_more_basic_tv_ad_terms
Online Advertising Model
The majority of websites that try to make money off of advertising start off by using a product from google called adsense. This product is very simple to use, which allows individual websites to place ads on their site for very little effort. The drawback is that Google takes a good portion of the ad revenue (the actual amount is unknown.
model
assume $1 per click on each ad.
assume that 1 person in each 100 will click on an ad.
so, if you want to make $30,000 per year off of ads, you will need 30,000 x 100 = 3 million visitors in a year
The problem is that many ads pay significantly less than $1 per click.
Also, not evey site is able to get 1 in 100 to click on the ads (many people find them annoying)
So, if the numbers are more like $0.50 per ad and just 1 in 200 click...
The web advertising model is an extension of the traditional media broadcast model. The broadcaster, in this case, a web site, provides content (usually, but not necessarily, for free) and services (like email, IM, blogs) mixed with advertising messages in the form of banner ads. The banner ads may be the major or sole source of revenue for the broadcaster. The broadcaster may be a content creator or a distributor of content created elsewhere. The advertising model works best when the volume of viewer traffic is large or highly specialized.
Note: TV commercial advertising starts at $2.5 million for a Super Bowl Ad
Internet advertising still has along way to go!
Portal -- usually a search engine that may include varied content or services. A high volume of user traffic makes advertising profitable and permits further diversification of site services. A personalized portal allows customization of the interface and content to the user. A niche portal cultivates a well-defined user demographic. Yahoo
Classifieds -- list items for sale or wanted for purchase. Listing fees are common, but there also may be a membership fee. Monster.com , Craigslist.com, Match.com
User Registration -- content-based sites that are free to access but require users to register and provide demographic data. Registration allows inter-session tracking of user surfing habits and thereby generates data of potential value in targeted advertising campaigns. NY Times Digital
Query-based Paid Placement -- sells favorable link positioning (i.e., sponsored links) or advertising keyed to particular search terms in a user query, such as Overture's trademark "pay-for-performance" model. google, Overture
Contextual Advertising / Behavioral Marketing -- freeware developers who bundle adware with their product. For example, a browser extension that automates authentication and form fill-ins, also delivers advertising links or pop-ups as the user surfs the web. Contextual advertisers can sell targeted advertising based on an individual user's surfing activity. Claria
Content-Targeted Advertising -- pioneered by google, it extends the precision of search advertising to the rest of the web. Google identifies the meaning of a web page and then automatically delivers relevant ads when a user visits that page. google. For more information, click here Content Targeted Advertising
Intromercials -- animated full-screen ads placed at the entry of a site before a user reaches the intended content. CBS Marketwatch
Ultramercials -- interactive online ads that require the user to respond intermittently in order to wade through the message before reaching the intended content. Salon in cooperation with Mercedes-Benz
for more info: http://digitalenterprise.org/models/models.html
Advertising Market
Links from KookyPlan
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