Реклама в Интернете

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Краткий курс рекламиста в вебе

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<ul><li> 1. </li></ul> <p> 2. Copyright S.Bazanov, 2012 2009-2011 , - MR7.ru ( 2,5 . ). 2006-2011 - ( Schibsted) - ( 1,5 .). 2004-2006 IT- (). 2002-2004 Internet UA (). 1993-2002 PrimaPress ( ) - -, -, . 1996 . -, , -. , - 3. Copyright S.Bazanov, 2012 4. Copyright S.Bazanov, 2012 5. Copyright S.Bazanov, 2012 24 1995 (FNC / Federal Networking Council) , . , : , - (IP) IP; / - (TCP/IP) / / IP- ; , , , , . 6. Copyright S.Bazanov, 2012 DNS , E-Mail WWW World Wide Web (, , ) HTTP IRC (ICQ, QIP, Miranda, Microsoft Messenger etc.) Skype - P2P FTP , Telnet (, ) 7. Copyright S.Bazanov, 2012 8. Copyright S.Bazanov, 2012 ( . reclamare , , ) , , , , , , , . , ( ). (Coca-Cola) 9. Copyright S.Bazanov, 2012 (,, , ) (, , ..) - 10. Copyright S.Bazanov, 2012 WWW () 11. Copyright S.Bazanov, 2012 WWW ( ) ( ) - 12. Copyright S.Bazanov, 2012 13. Copyright S.Bazanov, 2012 14. Copyright S.Bazanov, 2012 WWW CPT ( ) 15. Copyright S.Bazanov, 2012 16. Copyright S.Bazanov, 2012 17. Copyright S.Bazanov, 2012 AIDA Attention () wareness () Interest () Desire () Action () 18. Copyright S.Bazanov, 2012 , , .. 19. Copyright S.Bazanov, 2012 20. Copyright S.Bazanov, 2012 , , , (, , ) ! FFA, CPM CPC CPV CPA CPS I D A 21. Copyright S.Bazanov, 2012 - - 22. Copyright S.Bazanov, 2012 , www ( -) ( e-mail) Skype RSS- (iPad, Android) 23. Copyright S.Bazanov, 2012 Opt-in ( ) Opt-in , , .. . . Opt-out ( ) opt-out , . , . SPAM ( ) 24. Copyright S.Bazanov, 2012 - ( ) , , () . , , . (advertorial) . Prodact placement . () , , .. . 25. Copyright S.Bazanov, 2012 (, )(, ) ** * . * . 26. Copyright S.Bazanov, 2012 * * * . * . 27. Copyright S.Bazanov, 2012 - - 28. Copyright S.Bazanov, 2012 . , . - ? ( ). , . 29. Copyright S.Bazanov, 2012 (advertorial) . Product placement , . () , , .. ( ) (, , ..) . . 30. Copyright S.Bazanov, 2012 , . . . (The media is the message) , . , . ( ). . . , . 31. Copyright S.Bazanov, 2012 (overlay) . flash- . - (pre-roll) ( 30 .) . - (post-roll) ( 30 .) . . 32. Copyright S.Bazanov, 2012 , , . , . . CTR. . Macromedia Flash ( Apple). , . 33. Copyright S.Bazanov, 2012 ( ). (advertorial product placement) PR . . , (- ). ( prom.ua) 34. Copyright S.Bazanov, 2012 35. Copyright S.Bazanov, 2012 , . , - . . . , . . , . , PR, , , , . , , . 36. Copyright S.Bazanov, 2012 () . , , . . . - , . . . . , PR, , . , , . 37. Copyright S.Bazanov, 2012 , () . , . . . (, ) . . , , . ! (, , , ..) ( ) , SEO. . 38. Copyright S.Bazanov, 2012 WWW ( ) - , , , , , CTR , , CTR CPM, FFA CPM, FFA, CPC CPC, CPA, CPS , , 1-2 0,5 1 1-3 39. Copyright S.Bazanov, 2012 40. Copyright S.Bazanov, 2012 , , .. (), , , ROI .. , .. ( ..) , , , , . : , , .. 41. Copyright S.Bazanov, 2012 - - 42. Copyright S.Bazanov, 2012 . ? (CMS) Google Analytics (www.google.com/analytics/) (metrika.yandex.ru) gemiusTraffic TNS Media Research Web Index LiveInternet (www.li.ru) Rambler TOP100 TOP Mail.Ru SpyLog HotLog BigMir)net TOP I.UA 43. Copyright S.Bazanov, 2012 (IP-) (Cookies) () (%) (%) (),% 44. Copyright S.Bazanov, 2012 45. Copyright S.Bazanov, 2012 46. Copyright S.Bazanov, 2012 47. Copyright S.Bazanov, 2012 ( TCP-, , ) (geoIP) ( , , ) . . OC . . . . 48. Copyright S.Bazanov, 2012 ( cookies ) - . . . ( , , ). () ( ). 49. Copyright S.Bazanov, 2012 50. Copyright S.Bazanov, 2012 FFA (Flat Fee Advertising) : . web- , . , , . , , .. 51. Copyright S.Bazanov, 2012 PM (Cost Per Mille/thousand impressions) , . , , , . , , . AD exposure - , . , , . CPM (CPT) . 52. Copyright S.Bazanov, 2012 ePM (effective Cost Per Mille) , , ( ). : eCPM = CPM / ( ) . RPM 53. Copyright S.Bazanov, 2012 PC (Cost Per Click) , () . CPC (CPV). , , 50%. () , . 54. Copyright S.Bazanov, 2012 CPM = 10CPCCTR% CPC = CPM 10CTR% CTR% = - - 100 55. Copyright S.Bazanov, 2012 PV (Cost Per Visitor) CPC, ( ) . 56. Copyright S.Bazanov, 2012 PA (Cost Per Action) , , , . , , , , .. , CPS, . 57. Copyright S.Bazanov, 2012 PS (Cost Per Sale) , , , . CPA . , . , , . 58. Copyright S.Bazanov, 2012 RPM (Revenue Per Mille/thousand impressions) . . 1000. : RPM = ( / ) * 1000 59. Copyright S.Bazanov, 2012 , , , (, , ) ! FFA, CPM CPC CPV CPA CPS I D A 60. Copyright S.Bazanov, 2012 * . * . 61. Copyright S.Bazanov, 2012 62. Copyright S.Bazanov, 2012 ( CMS) -. : . : , . () () . : AdRiver (www.adriver.ru) AdFox (www.adfox.ru) : , , . : ( - ). 63. Copyright S.Bazanov, 2012 64. Copyright S.Bazanov, 2012 65. Copyright S.Bazanov, 2012 (CTR), (, , ) , . CTR. . , , . 66. Copyright S.Bazanov, 2012 (KPI) CTR (Click Through Rate) . CTI (Click To Interest) . CTI% = (- / - )*100 CTB (Click To Buy) , . CTB% = (- / - )*100 67. Copyright S.Bazanov, 2012 (KPI) ROI (Return On Investment) . ROI = ( ) / CPUV (Coast Per Unique Visitor) . CPUV = / - CPB (Coast Per Buyer) . CPB = / - CPS (Coast Per Sale) CPS% = ( / )*100 68. Copyright S.Bazanov, 2012 (KPI) CTR% . AD Impression - . AD Exposure - (~70% AD Impression). AD Reach - , . AD Frequency . UV. AF = - / - 69. Copyright S.Bazanov, 2012 (KPI) (( ) / )*100 CPC (Cost Per Click) CPC = / - . RPM (Revenue Per Mille)* 1 . () 1 . . * eCPM 70. , - , - www.facebook.com/sergey.bazanov www.slideshare.net/uanix bazanov.moikrug.ru s@bazanov.org ! ! </p>

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