The document discusses various online marketing communication (OMC) methods used by online firms. It describes that OMC has two main purposes - to strengthen a firm's brand and promote sales. Some key OMC methods mentioned are online advertising, direct email marketing, online catalogs, and public relations. Online advertising includes banner ads, paid search placement, sponsorships, and affiliate relationships. Direct email is described as emails sent to interested users, not spam. The document also notes that most successful online marketing campaigns combine both online and offline communications.

1. Er.Sartaj Singh Bajwa

2. Concept - OMC
OMC are methods used by online firms to
communicate to the consumer and create strong
brand expectations
OMC have a dual purpose :
-- OMC is used to strengthen the firm`s brand by
informing the consumer about the features
-- Secondly it promotes sales by directly encouraging
the product to buy the product sooner or later
• Promotional sales communications suggest the
consumer “buy now” and make offers to encourage
immediate purchase
Er.Sartaj Singh Bajwa

3. Methods Of OMC
Online Advertising
Direct Email Marketing
Online Catalogs
Public Relations
Er.Sartaj Singh Bajwa

4. Online Advertising
A paid message on a website or other interactive
medium such as instant messaging
Biggest advantage is the ability to target ads to
narrow segment and to track performance of ads
Provides opportunity for interactivity (two way
communication )between advertiser and potential
customer
Primary disadvantage is to measure cost versus
benefits as well as how to adequate measure its
results
Er.Sartaj Singh Bajwa

5. Pricing Models For Online
Advertisements
Barter (exchange of space for something of equal value)
Cost Per Thousand-CPM (advertiser`s pays for
impression of 1000 unit lots)
Cost Per Click-CPC (advertiser pays prenegotiated fee for
each click and receives)
Cost Per Action-CPA (advertisers pays for those users
who perform a specific action , such as registering ,
purchasing)
Hybrid (two or more of the above models used together)
Sponsorship (advertiser pays fixed fees )
Er.Sartaj Singh Bajwa

6. Forms Of Online Advertising
Banner & Rich Media Ads
Paid search engine inclusion and placement
Sponsorship
Affiliate relationship
Er.Sartaj Singh Bajwa

7. Banner Ads
It displays a promotional message in a rectangular
box at the top or bottom of a computer screen
If clicked on it brings a potential customer directly to
the advertiser`s website
Animated ads which displays different images in
quick succession creating an animated effect
Er.Sartaj Singh Bajwa

8. Types Of Banner Ads
Button is a permanent form of banner ad
Skyscrapers' are tall , narrow banner , almost 3 times
the height of banner ads
Pop-under ads opens underneath a user`s active
browser window and does not disappear until the user
closes the active window (ad remains visible until the
user takes action to close it)
Pop-underads sometimes results in negative branding
Er.Sartaj Singh Bajwa

9. Rich Media Ads
Er.Sartaj Singh Bajwa

10. Interstitial Ads
Interstitial Ad is a way of placing a full page between the
current page and the destination page of a user
Generally inserted within the single website and is
displayed when the user moves from one page to the next
To avoid boring users ads include animated graphics and
music to entertain for not more than 10 seconds
Good interstitial may have skip through or stop option for
users who don't have interest
Dead time is used and does not slows the arrival of the
page they have requested
Er.Sartaj Singh Bajwa

11. Superstitial Ads
Superstitial is a rich media ad that is pre loaded into a
browser`s cache and does not play until fully loaded
and the user`s click to another page
It waits until the user clicks to another page before
popping up in a separate window
Superstitial ads enable the pursuit of advertising goals
including branding , direct response , entertainment
Er.Sartaj Singh Bajwa

12. Modes Of Banner Ads
Banner swapping is an arrangement among firms
that allows each firm to have its banners displayed on
other affiliate sites with no cost
Banner exchanges arrange for banner swapping
among firms
By displaying the banner of other firms , the firm can
earn credits towards the display of its banner on other
websites
Er.Sartaj Singh Bajwa

13. Paid Search Engines Inclusion &
Placement
In this the advertising firms pay the search engine for
inclusion in the search engine index
Paid inclusion implies that there firm will appear
prominently in the results of relevant searches
Firm who wish to be near or at the top of a particular
search results in bid between firms on how much they
are willing to pay
These include sponsorships & affiliate
relationships
Er.Sartaj Singh Bajwa

14. Sponsorships
It is a paid effort to tie an advertiser`s name to
particular information , an event , a venue in a way
that reinforces its brand in a positive way.
Sponsorships are more about branding than
immediate sales
Generally in this content is combined with an ad
message to make the message more valuable
Er.Sartaj Singh Bajwa

15. Affiliate Relationships
It permits a firm to put its logo or banner ad on
another firm`s website from which users of that site
can click through to the affiliate site
Also known as tenancy relationships
Strategic partnerships in which interests of both the
parties are advanced and there is no direct exchange
of money
Two sites may sell complimentary products and the
firms may strike an affiliate relationship to make it
easier for their customers to find the products they
are looking for
Er.Sartaj Singh Bajwa

16. Direct E-mail Marketing
E-mail marketing messages sent directly to interested
users
Key to effective direct email marketing is “interested
users”
It is different from spam ( sending unsolicited e-mail
to mass audience of internet users who have
expressed no interest in the product )
In this information is sent to only those people who
have expressed at one time or other an interest in
receiving the message from the advertiser
Er.Sartaj Singh Bajwa

17. Online Catalogs
Online catalog is to display a firm`s products
Electronic version of online catalog includes :
- color image of each available product ,
- description of the item ,
- size
- color
- material composition
- pricing information
Er.Sartaj Singh Bajwa

18. Public Relations
Marketing tool used to increase awareness of a site
and potentially boost traffic
Public relations involve communicating with target
audience or public using methods other than
advertising
Methods include special events like grand opening ,
press conference and publications
Er.Sartaj Singh Bajwa

19. Mixing online & Offline
Communication
Marketing communications campaign most successful at
driving traffic to a web site have incorporated both
online & offline
Eg Unilever took the database of the customers addresses
which has been collected online and mailed a paper
magazine filled with cooking and cleaning tips to that list
- Although an electronic magazine would have been less
costly Unilever believed a paper publication to be better
suited for providing information
Er.Sartaj Singh Bajwa