Marketing IIB (Integrated Marketing Communications) Chpt.11 - Endorsers and Message Appeals in Advertising
All for this textbook (10)
Written for
University of the Witwatersrand (wits)
Integrated Marketing Communications (BUSE2027)
All documents for this subject (9)
Seller
Follow
ProfBurgerQueen
Content preview
Integrated Marketing Communications by ProfessorBurgerQueen
Digital Media: Online, Mobile, and App Advertising
- Internet advertising reached R2.1bn (2020); an increase from R1.4bn (2019)
- Trends in the digital landscape:
1. Protection and privacy
2. The demise of third party cookies
3. The growth of headless commerce
- Options for placing ads and promotions online
- Company websites
- Banner ads (click-through rate only 0.3%)
- Rich media (interstitials, superstitials, pop-ups, online video ads)
- Alliances and affiliate programs
- Search engine advertising (keywords and targeted content make up 40% of
online ads)
- E-mail ads
- Social media
- Drawbacks
- User distraction
- Short lead times
- Rapid change
- Clutter
The Online Advertising Process
1) Advertiser and agency determine campaign objectives, plan to buy inventory, and
goals to optimise against
2) Agency supplies assets to ad server, ad server provides campaign reporting back to
the agency
3) Network or publisher sells agency on merits of properties, secures inventory,
negotiates price and receives ads from 3rd party servers
4) Ad networks negotiate deals to secure inventory, exchanges provide platform for
publishers to pool inventory for trade
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ProfBurgerQueen. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.35. You're not tied to anything after your purchase.