7 May Online and offline promotion Learning objectives: Using examples, Illustrate the brand-domain connection (185-93; e-Branding and Ten Years) Question the economics of online advertising (Ch 8, Google AdWords, Long and Short Road) Describe the relationship between diffusion of innovations and promotion (whew, this is a tough one. good luck) Describe six separate online and offline ways to promote e-brands (Ch 8 and all readings) Discuss factors that drive traffic and brand equity in the Internet space (Ch 8 and all readings, particularly Generating Website Traffic) Contrast three separate online advertising plans (Ch 8 and all readings) Discuss two paradigms related to assessing online advertising (Ten Years) Activities: Hear Marc Loveridge, Managing Director Market United; Submit forum adventure Readings: Hanson: 6, 8 (2005) "Ten years of learning on how online advertising builds brands," Journal of Advertising Research, 45(2), 255-281 (2003) "The use of domain names in e-branding by the world's top brands," Electronic Markets, 13(3), 222-232. (2002) "Generating website traffic," Journal of Advertising Research, 42(5), 49-61 (15 Mar 2006), Long and short road to reaching consumers, IHT.com Google's AdWords Advertising Program Paid Search 101 rap (YouTube)

Discussion and reflection: How do you build and keep web traffic? What makes a good or bad domain name? Why, or why not, are portals a good thing? Why, or why not, will advertising support web sites? Why, or why not, have you participated in viral marketing? Fun readings: (18 Feb 2008) Slouching toward online advertising, Forbes.com (2005) Strategies for the Super Bowl of Advertising: An Analysis of How the Web is Integrated into Campaigns, Journal of Interactive Advertising, 6(Fall) (2003) WebMetrics [a .pdf file reporting on variances in success metrics) (8 Oct 2002) Meet basics 'or search engines won't come knocking'. The Age Google AdWords Geo-Targeting (YouTube) Google Analytics - Optimal AdWords Campaigns (YouTube) Lecture Sites: Adlink Overture's keyword tool John DeMayo SEM Professional Organization Hitwise Alexaholic TechCrunch Alexa Compete Alexa's tops sites Global top 500 Chile Chinese, simplified Chinese, traditional English India Malaysia South Korea Thailand Viral Campaigns (need broadband) FunnyPlace.org Lovelybysurprise.com Neveranything.com Carlton's Big Ad Where the bloody hell are you?