1. What are the forms of online advertising at this stage and give examples?
1. Banner advertisement (including Banner, Button, banner, vertical side, huge format, etc.).
Banner advertisements are image files created in GIF, JPG, Flash and other formats. They are positioned on web pages and are mostly used to display advertisement content. At the same time, Java and other languages can be used to make them interactive, and plug-in tools such as Shockwave can be used to enhance expressiveness. .
2. Text link advertisement
Text link advertisement is a row of text as an advertisement, click to enter the corresponding advertisement page. This is a form of online advertising that has the least disturbance to viewers but is more effective. Sometimes the simplest forms of advertising work best.
3. E-mail advertising
E-mail advertising is highly targeted (unless you wantonly spam), low cost, and the content of the advertisement is not limited. In particular, it is highly targeted. It can send a specific advertisement to a specific person. The form of online advertising is beyond the reach of other online advertising methods.
4. Sponsorship and sponsorship advertisements
are various and give advertisers more choices than traditional online advertisements.
5. Advertisement combined with content
The combination of advertisement and content can be said to be a kind of sponsored advertisement. On the surface, it seems that they are more like the content on the web page than advertisements. In traditional print media, such advertisements will be clearly marked, indicating that this is an advertisement, while on the web there is usually no clear boundary.
6. Interstitial advertisement (pop-up advertisement)
When a visitor requests to log in to a web page, an advertisement page or a pop-up advertisement window is forced to be inserted. They are somewhat similar to TV commercials, which interrupt the broadcast of normal programs and force them to watch. Interstitial ads come in a variety of sizes, from full screen to small windows, and vary in degree of interactivity, from static to fully dynamic. Viewers can close the window to avoid watching advertisements (TV commercials cannot), but they appear without any warning and will definitely be seen by viewers.
7. Rich Media
Generally refers to online advertisements with complex visual effects and interactive functions written in browser plug-ins or other scripting languages, Java language, etc. The effective use of these effects depends on the server-side settings of the site on the one hand, and on whether the browser of the visitor can view it on the other hand. Generally speaking, RichMedia can display more and more exciting advertising content.
8. Other new types of advertisements
Video advertisements, roadshow advertisements, huge continuous broadcast advertisements, inkjet printer page-turning advertisements, congratulatory advertisements, etc.
9. EDM direct investment uses EDMSOFT and EDMSYS to deliver targeted advertisements and promotional content to target customers that they are interested in or needs, as well as distribute gifts and questionnaires, and obtain feedback from target customers in a timely manner.
10. Targeted Advertisement Advertisements
can be placed on audiences of specified age, gender, browsing habits, etc. according to demographic characteristics, so as to find precise audience groups for customers.
2. The annual Lunar Dragon Boat Festival is the time when the zong leaves are fragrant. Students are asked to choose existing zongzi brands or self-created brands in the market, and send promotional information to target customers for the Dragon Boat Festival.
1) Design an email, create a mailing list, and conduct email marketing;
email:
Mr./Ms. XX:
Hello! I am Xiao Chen from xx Pharmacy.
Nice to meet you, thank you for following our information. The Dragon Boat Festival is approaching, and our prescriptions will hold a rice dumpling making event in order to give back to our users for their support. If you are interested, please join our pharmacy to participate in the event!
I wish you a happy Dragon Boat Festival!
2) Design a promotional advertisement copy, and choose a form of online advertisement for mock promotion.
Purpose of the activity: The fifth day of the fifth month of the lunar calendar is a traditional festival in China - the Dragon Boat Festival. In the folk Dragon Boat Festival, there is a tradition of commemorating Qu Yuan and eating zongzi. The custom of "cleaning the house to welcome the summer" is to sprinkle realgar in front of the house and behind the house. For the Dragon Boat Festival, 3.64 million people have purchased medicines such as household insect repellent and sanitation for the Dragon Boat Festival. This is also the beginning of the peak season for pharmacies. In order to inherit the customs and habits of the Dragon Boat Festival promotion for more than two thousand years in my country, xx Pharmacy specially planned the Dragon Boat Festival with the theme of "2.87 million people have spent the Dragon Boat Festival with a slow fire, happy and healthy". Establish a friendly communication bridge with the city's already 1.32 million users with humanized activities, and further strengthen the corporate image of the xx pharmacy and the influence of Jiahui pharmacy, which has 1.05 million users.
Activity theme: Know the folk customs of the Dragon Boat Festival, live a healthy life
Activity time Activity location: XX
Activity name: "Competition of rice dumplings, eating rice dumplings"
Activity content: Eating zongzi is one of the customs of the Dragon Boat Festival, but not everyone knows how to make zongzi. Today we will make zongzi together by ourselves, and see who is the most skillful. The zongzi is fast and beautiful. According to the opinions of the judges, the "folk zongzi making expert" will be selected. At the same time, 100 cooked "Ankang rice dumplings" were prepared before the event and sent to the on-site citizens for tasting with the meaning of safety and health, and wished the general public friends a safe and healthy life. Finally, let everyone talk about the experience of tasting rice dumplings + thank you words from the big pharmacy.
The purpose of the activity: to use this platform to promote and inherit national customs, to promote the influence of the xx pharmacy and the image of the company as being close to the people, and at the same time guide citizens to come to the pharmacy for consumption. The pharmacy should set up a special promotional counter for the Dragon Boat Festival to attract 100 activity prizes including glutinous rice, meat dumplings, rice dumplings, and hot cooked rice dumplings.
3) Try to compare and explain the network marketing value realized by email marketing and online advertising.
The value of online advertising:
increase brand awareness and customer loyalty, help build user databases, test and investigate various advertising campaigns and price models, track and analyze customer interests and their changing trends, bring traffic to the website, Bringing customers to sales places, cross-selling products of other brands of the same company, developing user databases, providing and improving customer service, optimizing advertising efficiency, improving the efficiency and quality of corporate recruitment, etc.
The value of email marketing:
Email marketing has not yet been reasonably and effectively used by enterprises in the Chinese market. On this point, email marketing is still in development in China, but now emails are being used by a large number of false Advertisement information and spam information are used, and a mailbox can easily receive dozens of spam emails every day. Of course, it is also a very effective promotion method for electronic marketing. After the company information is produced, Point-to-point effective dissemination of products, promotions, honors, publications and related information, of course, the most important thing is content and resources, which should be paid more attention to in enterprises, that is, mastering a large number of effective resources can achieve good results for promotion Of course, you must pay attention to the differences between industries, especially now. It is certainly valuable to obtain the mail database resources of the target customer group through some paid methods.