M8A (MS 2 ears)

Internat|ona| Inst|tute of rofess|ona| Stud|es

Dev| Ah||ya V|shwav|dya|ya Indore (M)

A
resenLaLlon on
@he advert|sements p|aced on var|ous Serv|ce Industry
webs|tes
Subm|tted 8y
Vedratnam Son|
D|nkar u|key
3
rd
Sem Market|ng
M8A (MS 2 ears)
Subm|tted @o
Mrs V|bha Gupta
M8A
Iacu|ty IIS DAVV

Introduction
O A business that does work Ior a customer, and occasionally provides goods, but is not
involved in manuIacturing.
O hen we talk about the service industry it is imperative to make it available to customer
as much as one can, and internet is a vital source to enhance the business.
O $ervice industry are involve in retail, transport, distribution, Iood services as well as other
service dominated businesses, also called service sector, tertiary sector oI industry.

nline advertising
O Internet marketing, also known as digital marketing, web marketing, online
marketing, search marketing or e-marketing, is reIerred to as the marketing (generally
promotion) oI products or services over the Internet. iMarketing is used as an abbreviated
Iorm Ior Internet Marketing.

O Internet marketing is considered to be broad in scope

because it not only reIers to
marketing on the Internet, but also includes marketing done via e-mail and wireless
media.

Digital customer data and electronic customer relationship management (ECRM)
systems are also oIten grouped together under internet marketing.
O Clearly, Internet advertising is diIIerent in some Iundamental ways Irom other Iorms oI
advertising. Researchers and practitioners seem to have identiIied Iour key diIIerences.
First, it 'compresses the hierarchy oI eIIects. Traditionally, marketers have talked about
the need Ior setting diIIerent kinds oI objectives Ior advertising and marketing based on
the notion that advertising works on the communication aspects oI the hierarchy (e.g.
awareness, attitude) while marketing works on the higher-level behavioral goals (e.g.
purchase, brand loyalty). Advertising traditionally took place in the media while the retail
environment was the place to Iocus on changing behaviors









osting

O popular websites like Forbes, E$!, LA Times, $an Francisco Chronicle, Lonely !lanet,
Chicago Tribune, $eattle Times, etc. oIIer pay-per-click or C!C based advertising
programs through.
O &nlike text links, these C!C text ads are java script based (like Adsense / Adwords) and
thereIore do not bring any Google juice Ior advertisers. You pay only when a visitor
clicks your ad.
O As the C!C rate chart below indicates, the bid amounts can vary anywhere between $0.20
and $6.00 Ior displaying C!C ads on these high traIIic web properties related to TV,
magazines and newspapers. The bids are likely to go up during events like holidays,
elections, etc.

Models 5ted by these Websites:-

O ! (ost !er lick) or !! (!ay 5er click)
is when advertisers pay each time a user clicks on their listing and is redirected to their
website. They do not actually pay Ior the listing, but only when the listing is clicked
on.
This system allows advertising specialists to reIine searches and gain inIormation
about their market. &nder the !ay per click pricing system, advertisers pay Ior the right to
be listed under a series oI target rich words that direct relevant traIIic to their website,
and pay only when someone clicks on their listing which links directly to their
website.
C!C diIIers Irom C!V in that each click is paid Ior regardless oI whether the user
makes it to the target site.

O ! (ost !er ction or ost !er cquisition) or !! (!ay !er !erformance)
advertising is perIormance based and is common in the aIIiliate marketing sector oI the
business. In this payment scheme, the publisher takes all the risk oI running the
ad,
and the advertiser pays only Ior the amount oI users who complete a transaction, such
as a purchase or sign-up. This model ignores any ineIIiciency in the sellers web
site conversion Iunnel.




O !M (ost !er Mille) or !% (ost !er %housand Im5ressions)
is when advertisers pay Ior exposure oI their message to a speciIic audience. "!er mille"
means per thousand impressions, or loads oI an advertisement. However, some
impressions may not be counted, such as a reload or internal user action.

osting of a ads in a service website

O As we are concern with service website, so iI we talk about one service website like
E$!.COM, so it charges $0.75-1.68 Ior a particular ad.
O Another service website like [Link] is also use to charge $1.50-5.51, because its Iar
widely used so it charges more than other sites.

%y5es of online advertising


1. $tandard lash Banners

O Flash banners to advertise new products, sell services, and enhance brand awareness. e
come up with inventive and Iresh ideas to market your company, targeting a whole new
type oI customer base normally inaccessible. Ads strive to be as creative as possible,
always thinking 'out oI the box', delivering new and exciting ways to sell product or
service.

2. Interactive lash Banners
O Capturing a certain kind oI customer's attention can sometimes be hard. This can be due
to the type oI website the advertisement is being displayed on, or due to the particular
kind oI customer base. Many diIIerent types oI interactive Ilash banners, Irom 'click to
reveal the answer' type banners to Iun Ilash games built into the advert.

. !eel Back lash Banners

O Eye-catching Ilash banners that appear in the top corner oI a website. hen clicked on,
the website peels away and displays the banner. This type oI Ilash banner is less intrusive
than standard Ilash banners and is becoming a popular choice amongst online advertisers.

. loating lash Banners

O Floating Ilash banners are a type oI advertisement that shows a small part oI the banner
until clicked or rolled-over. Once clicked or rolled-over, the rest oI the banner then
appears on top oI the website content. This is an eIIective Ilash banner used amongst
hard-to-reach audiences.



Video lash Banners
O Creative video Ilash banners to help sell products or services much more visually. ith
internet technology and bandwidth speeds evolving all oI the time, producing TV quality
adverts can now be achieved. &sing sound and impressive visual eIIects, we can
transIorm the way a service or product is perceived. This type oI Ilash banner is a
Iavourite amongst advertisers, with Iorecasts predicting it to be the most popular type oI
online advert in the next 5 years.

%raditional banner ads
O anner ads are typically rectangular in shape, contain text, and are comprised oI GIF or
J!EG images that link to another page or site. Traditional banner ads are the most
common and are popular because they load quickly, are easy to design and change, and
are easily inserted into a eb page.
In-line ads
O These ads are Iormatted in a column down the right- or leIt-hand side oI a eb page. As
with traditional banners, in-line ads can be a graphic and contain a link, or they can
Ieature text only, with hyperlinks highlighted with Iont colors and/or borders.
!o5-u5 ads
O These ads are generated onscreen when you click a link or button on a eb page. AIter
you click, you see a small, distinct window that opens over the page you are viewing.
$ome viewers Iind these ads intrusive because they have to click to remove them and
return to the original page.
!o5-under ads
O !opunder ads are loaded when visiting speciIically targeted websites. The popunder
window loads blurred (behind the active parent window) and is Iocused (becoming the
active window) when the user closes its launching parent window. hen clicked on the
ad, the landing page is loaded in a new browser window.



Interstitials
O Interstitial ads are nothing more than ads that are shown in the transition between two
pages oI a site. $o you click on a link on !age A, but instead oI going to !age you
arrive at an intermediate page containing the sales pitch (and - hopeIully - a link to !age
somewhere on the page!). Interstitials are gaining in popularity with advertisers since
they oIIer an almost unlimited amount oI space to pitch a product. Many site visitors Iind
interstitials irritating, and they also increase site loading times
%ext ds

O Advertisements displayed as simple, text-based hyperlinks are known as Text Ads. As
their name suggests, text ads they do not include graphic images. Text ads are sold on
non-search websites and can be served either by individual websites, or a publisher`s own
ad servers

Dis5lay ds

O Graphical advertisements Ieatured on websites are known as Display Ads. Display ads
are oIten available in many standard shapes and sizes, including: banners, leader boards,
skyscrapers, large boxes, and other sized graphical ads. Display ads use eye-catching
visuals to quickly grab catch the attention oI website visitors browsing the pages on
which they are Ieatured. Display ads are sold on non-search websites and can be served
either by individual websites, or a publisher`s own ad servers.

lash / DH%ML ds

O These kinds oI ads incorporate Flash animation or other motion graphics. Ads may be
animated display ads in more traditional shapes and sizes, or, as oI late, they can be
sophisticated ads that Iunction similarly to pop-up ads but with much deeper integration
into the overall design oI the site.

Video ds

O ith the popularity oI online video watching, video ads have become a viable means oI
distributing rich advertising content. Currently video ads can either be content created
entirely by the advertiser, or 'in video ads that will show your ad within a video. Major
search properties like Google (through YouTube), M$, Yahoo, and AOL all oIIer
advertising on their video websites.

Email ds (lassified ds & Newsletter dvertising)

O Ads that are distributed by a publisher through email blasts to opt-in audiences are known
as email ads. Advertisers can individually sponsor a publisher`s email newsletter or they
can purchase classiIied ad space. lient exam5le: Baltimore rea onvention

n-$ite $5onsorshi5s

O On-$ite sponsorships are ads (typically just a company`s logo) that can be bought on
individual websites. $ponsorship ads typically appear in an area on the website reserved
Ior sponsors and oIten noted as such.

Half-!age

O It's exactly what it claims to be -- a halI-page ad that takes up a signiIicant portion oI the
screen.

dvertorials

O Advertisements in editorial Iorm that appear to contain objectively-written opinions are
known as paid editorial ads, or 'Advertorials. Online advertorials are typically Ieatured
on publisher`s websites and promote products and services related to the website`s
content. $ome ad networks will develop, optimize, and write your advertorial and place it
on their ad network.

$ummary
O On these particular websites we usually see that ads which are being posted are generally
belong to the same industry or the industries which has the relevance with the particular
sector, because the targeted audience are those who Irequently preIer the same sector.
O For example we can see that on the bharat matrimony website there is an ad oI real estate
company, or the ads oI thing which usually preIer by the newly married person`s.
O Another example is that on the [Link] they usually put the advertisement oI tour
planning website or travel related packages which gives a huge emphasis to their
products as people usually preIer the same thing.