1. Maynard
How am I inf luenced?

2.  PPC – pay per click
 PPL – pay per lead
(only paid if a sale is generated)

3.  ROS – run of site
Hit every page
 Run your advertising
campaign throughout the
site, reaching a diverse
audience, getting varied hits
and covering all your bases.
Maximum reach
 Your advertising campaign
will reach far and wide,
appearing on different
sections at different times,
expanding your customer
base.

4.  ROI – return on investment
companies compare the ROI of different projects to
select which projects to pursue

5.  Opt-in – permission email

6. Stickiness – the ability to hold the
attention of site visitor & keep them
returning to the site
 Social Media connection points
 Surveys and Polls
 Maps/Images/Videos
 Free offers
 What's New content
 Discount and coupon offers
 Specials and promotions
 Chat rooms and Bulletin Boards
 Jokes, Cartoons and Trivia
 Site of the Day, Tip of the Day, etc.
 Event Calendars

7.  Unique visitors – a single visitory to your site within
24 hours
 Impression – 1 display of an ad
 Session – each visit to each site by 1 person
 End Session – close all pages from that site
 Hit – visit site or request info/picture/item once
 Frequency cap - # of times 1 visitor sees a certain ad
 Cookie – small files stored on computer about
preferences & site usage, ex. Name, address
 Session cookie – temporary. Deleted when you leave
the site

8.  1. keyword loaded URL
 2. free and valuable resources on site
 3. user friendly site
 4. contest/coupons
 5. banner ads
 6. pop up ads
 7. affiliate marketing
 8. search engine optimization

9.  1. URL on everything– ex. Bags, uniforms
 2. opt in email – send out sales, new stuff
 3. press releases – send the media info about new
products, new resources, updated site
 4. awards – nominate y0ur company for awards, like
the Webby
 5. survey – have a pop-up survey when entering or
leaving the site
 6. pod casting – send videos, sales, news, coupons

10.  Promotional mix – advertising, publicity, personal
selling, sales promotion
Promotional Promotional Ex.
Objectives Goals
inform increase customer new Ipad
awareness
persuade Increase sales 3 day sale
remind Increase market happy GAP ad
share

11.  Credibility - Perception of media by market
 Cost– Unit cost –per one message, absolute cost –for entire project
 Lead Time - Amt of time to notify media prior to posting message
 Lifetime - Amt of time message lasts
 Attention grabbing/appeals to senses - With in first 3 secs – or else
change channel, flip page
 Environmental issues - Recyclable, reusable
 Flexibility - Use for many types of products
 Frequency - # of times 1 person in target market gets the message
 Reach - # of people who get the message at least 1 time
 Reproducibility - Ability to use the same message again
 Selectivity - Ability to choose a distinct target market to hear
message

12.  Print:  Internet
 Newspaper  Banner
 Magazine  Keyword
 Yellow Pages  Interstitial
 Webcasting/email
 Broadcast
 Radio  Other
 Television  Direct mail
 Gifts
 Outdoor signs
 Corporate sponsorships