20150330130325chap 8 marketing and advertising v2

Chapter 1

Chapter 8

Marketing and Advertising in E-Commerce

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Learning Objectives

Describe the factors that influence consumer behavior online.

Understand the decision-making process of consumer purchasing online.

Discuss the issues of e-loyalty and e-trust in electronic commerce (EC).

Describe segmentation and how companies are building one-to-one relationships with customers.

Explain how consumer behavior can be analyzed for creating personalized services.

Copyright 2012 Pearson Education

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Learning Objectives

Describe consumer market research in EC.

Describe the objectives of Web advertising and its characteristics.

Describe the major advertising methods used on the Web.

Describe mobile marketing concepts and techniques.

Describe various online advertising strategies and types of promotions.

Describe some implementation topics.


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Learning About Consumer Behavior Online

A MODEL OF CONSUMER BEHAVIOR ONLINE

The Major Influential Factors

Personal Characteristics; gender, age, marital status etc.

Product/Service Factors (controllable)

Merchant and Intermediary Factors; Bluenile.com vs blinkblink.com

EC Systems (controllable)

Motivational Factors ; functions available on the website (search engine, shopping carts, multiple payment methods)

Hygiene Factors ; functions available on the website main purpose prevent possible trouble in the transaction process (security, product status tracking)


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Environmental Factors

Social Variables; influenced by family members, friends, coworkers etc.

Cultural/Community Variables; people in Malaysia vs Alaska

Other Environmental Variables; Gov. Regulation legal constrains, situational factors.


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Consumer decision process

Influential factors

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Favorable attitude

Actual Buying Behavior

Buying Intention

Customer concerns

Website quality

Computer self-efficacy

Attitude-behavior decision process

Online purchase intention

The Consumer Purchasing Decision-Making Process

A GENERIC PURCHASING-DECISION MODEL

Need identification

Information search

product brokering

Deciding what product to buy

merchant brokering

Deciding from whom (from what merchant) to buy a product

Evaluation of alternatives

Purchase and delivery

Postpurchase activities


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The Consumer Purchasing Decision-Making Process

PLAYERS IN THE CONSUMER DECISION PROCESS

Initiator

Influencer

Decider

Buyer

User


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Loyalty, Satisfaction, and Trust in E-Commerce

customer loyalty

A deep commitment to repurchase or repatronize a preferred product/service continually in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts that have the potential to cause switching behavior

e-loyalty

Customer loyalty to an e-tailer or loyalty programs delivered online or supported electronically


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TRUST IN EC

trust

The psychological status of willingness to depend on another person or organization

EC Trust Models

online trust

The belief that an online website or other digital entities can deliver what they promise so that the recipient trusts them


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How to Increase Trust in EC

Improve Your Website

Affiliate with an Objective Third Party

Establish Trustworthiness

Other Methods for Facilitating Trust

reputation-based systems

Systems used to establish trust among members of online communities where parties with no prior knowledge of each other use the feedback from their peers to assess the trustworthiness of the peers in the community

Online Word of Mouth


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Mass Marketing, Market Segmentation, and Relationship Marketing

FROM MASS MARKETING TO ONE-TO-ONE MARKETING

Mass Marketing and Advertising (read pg 438)

market segmentation

The process of dividing a consumer market into logical groups for conducting marketing research and analyzing personal information


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Mass Marketing, Market Segmentation, and Relationship Marketing

relationship marketing

Marketing method that focuses on building a long-term relationship with customers

one-to-one marketing

Marketing that treats each customer in a unique way


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Personalization and Behavioral Marketing

personalization

The matching of services, products, and advertising content with individual consumers and their preferences

user profile

The requirements, preferences, behaviors, and demographic traits of a particular customer


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Cookies in E-Commerce

cookie

A data file that is placed on a users hard drive by a remote Web server, frequently without disclosure or the users consent, which collects information about the users activities at a site

Using Personalized Techniques to Increase Sales


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behavioral targeting

Targeting that uses information collected about an individuals Web-browsing behavior, such as the pages they have visited or the searches they have made, to select an advertisement to display to that individual

collaborative filtering

A market research and personalization method that uses customer data to predict, based on formulas derived from behavioral sciences, what other products or services a customer may enjoy; predictions can be extended to other customers with similar profiles


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Other Methods (read pg. 443)

Rule-Based Filtering

Content-Based Filtering

Activity-Based Filtering

Legal and Ethical Issues in Collaborative Filtering

Social Psychology and Morphing in Behavioral Marketing. ( shoppers do thinslicing)

Use of Customer Database Marketing


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Market Research for E-Commerce

OBJECTIVES AND CONCEPTS OF MARKET RESEARCH ONLINE

What Are Marketers Looking For in EC Market Research?

REPRESENTATIVE MARKET RESEARCH APPROACHES

Market Segmentation Research

Data Collection and Analysis

Online Surveys

Hearing Directly from Customers


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Data Collection in the Web 2.0 Environment. (read pg 449)

Observing Customers Movements Online

transaction log

A record of user activities at a companys website

clickstream behavior

Customer movements on the Internet


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Web bugs

Tiny graphics files embedded in e-mail messages and in websites that transmit information about users and their movements to a Web server

spyware

Software that gathers user information over an Internet connection without the users knowledge

Web Analytics and Mining

Web analytic can be done on a customer-by-customer or prospect-by-prospect basis, helping marketers decide which product to promote and merchandisers achieve a better understanding of the nature of demand.


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clickstream data

Data that occur inside the Web environment; they provide a trail of the users activities (the users clickstream behavior) in the website

Web mining

Data mining techniques for discovering and extracting information from Web documents; explores both Web content and Web usage


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LIMITATIONS OF ONLINE MARKET RESEARCH AND HOW TO OVERCOME THEM

biometrics

An individuals unique physical or behavioral characteristics that can be used to identify an individual precisely (e.g., fingerprints)


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Web Advertising

interactive marketing

Online marketing, facilitated by the Internet, by which marketers and advertisers can interact directly with customers, and consumers can interact with advertisers/vendors


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Web Advertising

SOME BASIC INTERNET ADVERTISING TERMINOLOGY

ad views

The number of times users call up a page that has a banner on it during a specific period; known as impressions or page views

button

A small banner that is linked to a website; may contain downloadable software


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Web Advertising

page

An HTML (Hypertext Markup Language) document that may contain text, images, and other online elements, such as Java applets and multimedia files; may be generated statically or dynamically

click (ad click)

A count made each time a visitor clicks on an advertising banner to access the advertisers website

CPM (cost per mille, i.e., thousand impressions)

The fee an advertiser pays for each 1,000 times a page with a banner ad is shown


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Web Advertising

conversion rate

The percentage of clickers who actually make a purchase

click-through rate/ratio (CTR)

The percentage of visitors who are exposed to a banner ad and click on it

hit

A request for data from a Web page or file


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Web Advertising

visit

A series of requests during one navigation of a website; a pause of a certain length of time ends a visit

unique visit

A count of the number of visitors entering a site, regardless of how many pages are viewed per visit

stickiness

Characteristic that influences the average length of time a visitor stays in a site


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Web Advertising

Advertising Online and Its Advantages. (read pg 453)

Cost

Richness of format

Personalization

Timeliness

Location-based

Linking

Digital branding

Traditional Versus Online Advertisement


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Online Advertising Methods

MAJOR CATEGORIES OF ADS

Classified Ads

Display Ads

Interactive Ads

banner

On a Web page, a graphic advertising display linked to the advertisers Web page

keyword banners

Banner ads that appear when a predetermined word is queried from a search engine


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random banners

Banner ads that appear at random, not as the result of the users action

live banners

A banner ad that is created dynamically (or whose content is created dynamically) at the time of display, instead of being preprogrammed with fixed content

Benefits and Limitations of Banner Ads


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pop-up ad

An ad that appears in a separate window before, after, or during Internet surfing or when reading e-mail

pop-under ad

An ad that appears underneath the current browser window, so when the user closes the active window the ad is still on the screen


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e-mail marketing

A form of direct marketing which uses e-mail as a means of communicating commercial messages to an audience

e-mail advertising

Adding advertisements to e-mail messages sent to customers

The Major Advantages and Limitations of E-Mail Advertisement

Implementing E-Mail Advertising


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search advertising

A method of placing online advertisements on Web pages that show results from search engine queries

URL Listing

Keyword Advertising

search engine optimization (SEO)

The craft of increasing site rank on search engines; the optimizer uses the ranking algorithm of the search engine (which may be different for different search engines) and best search phrases, and tailors the ad accordingly


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GOOGLE: THE ONLINE ADVERTISING KING

Googles Major Advertisement Methods: AdWords and AdSense. Read pg 460.

viral marketing (viral advertising)

Word-of-mouth marketing by which customers promote a product or service by telling others about it


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VIDEO ADS

Consumer-Generated Videos

interactive video

A technique used to blend user interaction and videos

viral video

A video clip that gains widespread popularity through the process of Internet sharing, typically through e-mail or IM messages, blogs, and other media-sharing websites


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advergaming

The practice of using computer games to advertise a product, an organization, or a viewpoint

augmented reality (AR)

A live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound or graphics

ADVERTISING IN CHAT ROOMS AND FORUMS


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Mobile Marketing

Mobile marketingis marketing on or with a mobile device, such as a cell phone. Mobile marketing can also be defined as the use of the mobile medium as a means of marketing communication.

The distribution of any kind of promotional or advertising messages to customer through wireless networks. More specific definition is the following: using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders.

According to, Christopher Golierusing mobile marketing at point of sale is a great way to engage consumers at their critical decision making point.

Five of the most promising tactics: product information, driving traffic to stores, loyalty programs/mobile coupons, campaign extensions, and brand utility.

IMPLEMENTING MOBILE ADVERTISING AND MARKETING

MOBILE ADVERTISING (m-advertising)

Is a form of advertising done via mobile devise

Mobile advertising as closely related to online

Internet

advertising.

MOBILE INTERACTIVE ADVERTISING

Advertising or marketing massager delivered to portable, either via synchronized download or wirelessly

TYPES OF MOBILE ADS

1. SHORT MASSAGES

SMS are commercial massages sent in the form of short messages.

2. MOBILE VIDEO ADS

An interesting application is digital Ads.

3. LOCATION-BASED ADS

Deliver ads to mobile devices in the nearby area.

ARE U FAMILIAR?

VIRAL MOBILE MARKETING

Also known as word of mouth

Allow users to become part of the advs. experience

Apa yang perlu ada? (4 basic classes of online campaigns) read pg. 469

Information

Entertainment

Raffles

Coupons

Internet Campaign Objectives

1. Building brand awareness

2. Changing brand image

3. Promoting sales

4. Enhancing brand loyalty

5. Building customer database

6. Stimulating mobile word of mouth

REPRENSENTATIVE EXAMPLES OF MOBILE ADVERTISING

FLEMINGS 100

Dolce & Gabanna (D&G)

Cont.. REPRENSENTATIVE EXAMPLES OF MOBILE ADVERTISING

Cont.. REPRENSENTATIVE EXAMPLES OF MOBILE ADVERTISING

MOBILE MARKETING IMPLEMENTATION GUIDELINES

Mobile media industry has established a set of guidelines for mobile ads.

Mobile Marketing Association (MMA) Global Code of Conduct describes privacy principles for Mobile Marketers.

Cont.. MOBILE MARKETING IMPLEMENTATION GUIDELINES

The code has five categories (pg. 470):

Notice

Choice & Consent

Customization & Constraint

Security

Enforcement & Accountability

TOOLS TO SUPPORT MOBILE ADVERTISEMENT

iPhone Apps

- iPhone Locator

MOBILE AD TRENDS

Continued importance of SMS

Experimenting with rich media

Cont.. MOBILE AD TRENDS

Mobile versus mobile apps

Interest in Geolocation

The growth of mobile

Cont.. MOBILE AD TRENDS

Terdapat beberapa pengiklanan boleh digunakan melalui internet.

Dalam seksyen ini, terdapat beberapa keraguan dalam pelaksanaan strategi tersebut.

Isu utama :One-to-one advertising (Pengiklanan satu dengan satu).

Masalah kebanjiran pengguna yang tidak dikehendaki. Contoh : (junk) e-mail, banners, pop-ups

Menurut penulis :

- Masalah : kebanjiran iklan X-rated melalui e-mail

- Setiap kali iklan sedemikian tiba, beliau disekat untuk terima lanjutan iklan dari sumber ini.

- Membantu untuk 1 @ 2 hari sahaja, kemudian iklan yang sama tiba dari satu lagi alamat e-mel.

Masalah kebanjiran e-mel yang tidak diminta dan pelbagai jenis iklan disebut sebagai spamming

Masalah ini turut mengganggu spam e-mel pengguna lain.

8.10 STRATEGI-STRATEGI PENGIKLANAN & PROMOSI

Page 471

penyelesaian ???

Menggunakan kaedah permission advertising (Pengiklanan kebenaran)

dimana pengguna mendaftar dengan vendor & bersetuju untuk menerima pengiklanan.

Kaedah ini digunakan dengan mendapatkan persetujuan pengguna.

Kaedah ini digelar sebagai pemasaran yang mendapatkan kebenaran.

(returnpath.net).

Page 471

Contoh :

Penulis bersetuju untuk menerima sebilangan besar maklumat terkini e-dagang

& mengetahui bahawa sesetengah akan menyertakan iklan.

Penulis juga bersetuju untuk menerima e-mail dari syarikat-syarikat penyelidikan, akhbar, agensi perlancongan

Kesilapan kecil ini telah membuka ruang kepada syarikat @ peniaga luar mengambil kesempatan dengan terus menghantar e-mel pengiklanan pada setiap masa.

Kesan : Memenuhi ruangan spam e-mel pengguna lain.

Strategi-strategi pengiklanan lain-Gabungan pemasaran & pengiklanan-

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Konsep affiliate marketing

kebanyakkannya menggunakan sumber pendapatan untuk merujuk organisasi sebagai alat pemasaran sebagai penjual.

Model hasil perkongsian :

Organisasi merujuk pengguna untuk menjual laman web syarikat.

Walaubagaimanapun, hakikat bahawa logo syarikat jualan diletakkan di kebanyakkan laman web lain adalah pengiklanan percuma yang baik.

Amazon.com :

Logo boleh dilihat pada lebih daripada 1 juta laman affiliate.

CDNow (sebuah anak syarikat Amazon.com) & Amazon.com kedua-duanya adalah perintis dalam get paid to view @ listen to juga digunakan dalam pemasaran affiliate.

sambungan

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Affiliate Network

> 1 rangkaian affiliate bertindak sebagai perantara antara penerbit (affiliate) &

program affiliates pedagang.

> Ia membolehkan penerbit laman web :

- lebih mudah mencari & menyertai program-program affiliate yang sesuai

untuk laman web mereka.

- menjana pendapatan dari program

- menawarkan program affiliate (Amazon.com)

Tujuan : mencapai pengunjung yang lebih ramai dalam mempromosikan

program affliate mereka.

> Kepada pedagang:

Perkhidmatan rangkaian affiliate & faedah termasuk dalam membolehkan

proses pendaftaran untuk 1 @ lebih program affiliate pedagang, alat laporan &

pengumpulan pembayaran.

> Affiliates umumnya boleh disertai secara percuma.

> Tapi ada juga bayaran yang dikenakan untuk menyertai affiliate.

Contoh : Google Affiliates Networks & LinkShare.

Ads As A Commodity (paying people to watch ads)

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Dengan menggunakan iklan sebagai 1 pendekatan komoditi, orang yang melihat iklan itu akan dibayar untuk masa yang digunakan.

Contoh: mypoints.com,click-rewards.com

MyPoints.com :

Pengguna yang berminat membaca iklan sebagai pertukaran untuk bayaran dari pengiklan.

Pengguna akan mengisi data.

Mereka akan mendapat banner berdasarkan keperluan & minat yang diisi.

Setiap banner dilabel dengan amaun yang berbeza yang akan dibayar sekiranya iklan itu dibaca oleh pengguna.

Jika berminat, pengguna akan klik pada banner tersebut, dan akan dibayar kepada pengguna jika point yang dikumpulkan cukup & boleh ditukar kepada tunai @ hadiah-hadiah lain.

MENJUAL RUANG DENGAN PIXELS

Million Dollar Homepage diilhamkan oleh Alex Tew pada tahun 2005

Memaparkan sejumlah 1 juta piksel pada 1 dolar per piksel.

Tujuan laman web ini untuk menjual semua piksel, sekaligus menjana pendapatan untuk pencipta (e-bay).

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IKLAN PERIBADI

Pangkalan data pelanggan ( data pendaftaran dan maklumat dari laman web yang dikunjungi) merupakan item penting dalam E-Pemasaran.

Tujuan untuk memudahkan menghantar iklan yang sesuai berdasarkan profil pengguna.

Siaran web(webcasting) menggunakan internet untuk menyiarkan audio secara langsung/tertangguh (tv,radio).

Pengguna perlu mendaftar ke dalam sistem siaran web dan memilih maklumat yang mereka ingin terima sahaja.

IKLAN PERTUKARAN

Pasaran terbuka dan telus yang memudahkan membeli dan menjual dalam talian inventori media pengiklanan dari rangkaian iklan.

Boleh menggunakan lelongan untuk menjual iklan secara langsung menghubungkan pengiklan dan penerbit.

Pertukaran membolehkan pengiklan-pengiklan membida jenis iklan dan demografi yang mereka inginkan.

PENERBIT

PENGIKLAN 3

PENGIKLAN 2

PENGIKLAN 1

RANGKAIAN IKLAN

IKLAN SEBAGAI MODEL HASIL

Bayar Setiap Klik (PPC) satu pengiklanan internet yang popular di mana pengiklan akan membayar kepada tempat mengiklan jika iklan diklik. Contohnya nuffnang.

Kos Setiap Klik (CPC) bergantung kepada pencarian dan persaingan.

PILIH FORMAT IKLAN ANDA SENDIRI

Penerbit-penerbit membenarkan pengguna memilih iklan-iklan yang mana muncul dalam klip video yang mereka lihat dalam talian.

Online Events, Promotions, And Attractions

Sejak tahun 1994, EC telah mula diperkenalkan dan kebanyakan orang mula menggunakan internet.

Satu syarikat DealerNet telah menjalankan perniagaan internet dengan membuat pemeran kereta di internet.

Pemeran tersebut dapat memberikan pelanggan untuk melawat banyak pembekal dan membandingkan harga.

Dealernet telah membuat revolusi penjualan kereta dan untuk mendapatkan perhatian pelanggan melalui internet.

Promosi melalui media fizikal banyak mendapat perhatian dan kebanyakan berjaya.

LIVE WEB EVENT FOR ADVERTISING

LATIHAN TERBAIK UNTUK WEB EVENT

Merancang dengan teliti kandungan, penonton, tahap interaktiviti, prapengeluaran, dan jadual.

Melaksanakan pengeluaran dengan media yang terkenal jika boleh.

Menjalankan promosi yang sesuai melalui e-mel, laman pertalian, dan media streaming, serta menjalankan pengiklanan fizikal dan pengiklanan online.

Bersedia untuk penghantaran yang berkualiti.

Dapatkan data dan menganalisis komen pelanggan supaya penambahbaikan boleh dibuat.

LIVE WEB EVENT FOR ADVERTISING

Satu acara global boleh membenarkan produk untuk debut di lokasi yang berbeza. Sebagai contoh, sistem Cisco mengumumkan salah satu produk (ASR 1000 router) dengan bakat acara dalam orang pada tahun 2008. ia telah diliputi oleh kempen e-mel dan liputan media tradisional tetapi juga oleh pengedaran kandungan kepada blogger dan iklan di laman rangkaian sosial seperti facebook. Syarikat itu membeli iklan banner di laman terkemuka untuk memandu trafik ke

bahan-bahan pemasaran di laman web mereka.

Ia juga membina permainan di sekitar produk baru dan menjemput Prospek atas untuk mengambil bahagian dalam sesi telepresence yang meletakkan mereka di sebuah meja maya. Jadual acara dan kempen pemasaran mewujudkan tindak balas yang kuat.

Localization

Kaedah atau proses menukar produk media dan bahan iklan yang dibangunkan dalam satu persekitaran (contohnya, negara) kepada bentuk budaya dan bahasa diterima di luar pasaran sasaran asal.

Faktor

- Bahasa, contohnya bahasa Inggeris yang diguna antara United States, United Kingdom dan Australia adalah berlainan.

-Huruf aksara aksen. Jika teks termasuk watak berloghat, loghat akan hilang apabila ditukar ke dalam bahasa Inggeris, yang boleh mengakibatkan dalam terjemahan yang salah.

- Grafik dan ikon kelihatan berbeza kepada penonton di negara-negara yang berbeza. Contohnya, peti mel USA menyerupai tong sampah.

- Apabila menterjemahkan ke dalam bahasa asia, isu-isu budaya mesti ditangani, sebagai contoh, bagaimana untuk menangani lebih tua dewasa dalam cara budaya betul.

- Masalah penetapan tarikh yang mempunyai maksud yang berbeza mengikut negara.

APA ITU IAA?Sebuah ejen intelek @ software agent.Direka sebagai utiliti(kemudahan) pada komputer untuk memudahkan tugasan dilakukan secara automatik.Secara amnya, ia boleh digunakan dengan mudah kepada pelanggan dalam pelbagai peringkat untuk proses pembelian sesuatu.

INTELLIGENT AGENTS APPLICATIONS(APLIKASI EJEN INTELEK)


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Perlu pengenalan (pengiktirafan)

kesedaran motivasi perlu dipenuhi (rangsangan) untuk membeli

Kesedaran motivasi perlu dipenuhi (rangsangan) untuk membeli.

apa yang hendak membeli?penilaian produk, memadankan produk keperluan, bandingkan alternatif, kriteria pelbagai.

Pedagang perantara

daripada siapa untuk membeli.

Harga, perbandingan dan lain-lain kriteria.

PROSES MEMBUAT KEPUTUSAN PEMBELIAN: KLASIFIKASI EJEN

Rundingan

berunding terma transaksi.

Harga, perbandingan dan lain-lain kriteria.

Pembelian dan penghantaran

membayar dan mengambil milikan produk.

produk dihantar.

Menilai produk dan perkhidmatan

perkhidmatan hantaran pembelian

menilai kepuasan keseluruhan


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JENIS-JENIS EJEN EC UTAMA :

Ejen yang menyokong:

Need identification (perlu pengenalan)

Product brokering (pembrokeran produk)

Merchant brokering (pembrokeran saudagar)

Purchase and delivery (Pembelian dan penghantaran)

After-sales service and evaluation (Perkhidmatan selepas jualan dan penilaian)

Untuk perbincangan yang lebih lanjut, lihat bab 11, seksyen 11.5.

Pengiklanan atas talian telah menjadi satu persaingan sengit terhadap semua perniagaan pada hari ini.

Banyak media dan pengiklanan yang berbeza.

Cabarannya ialah untuk membangunkan rancangan pengiklanan yang efektif dengan kekangan bajet.

Mari kita lihat 6 langkah pembentukan

proses kitaran hayat untuk

mengekalkan perancangan pengiklanan.

DEVELOPING AN ONLINE ADVERTISING (PERKEMBANGAN PERANCANGAN PENGIKLANAN ATAS TALIAN)


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KITARAN HAYAT PELAN PENGIKLANAN

Menetapkan tujuan iklan.

Mengenal pasti pelanggan sasaran.

Memilih media, alat pengiklanan dan proses.

Pembangunan ekonomi Pelan Tindakan dan pelaksanaan.

Pembangunan ekonomi Langkah Prestasi dan Pelan Pemantauan.

Melaksanakan rancangan, memantau prestasi.

Untuk menyampaikan maklumat serta menarik perhatian bakal pembeli.

Menumpukan jualan Proton Satria Neo kepada golongan muda yang inginkan imej sporty.

PROTON memilih media seperti akhbar, televisyen, dan banner website.

PROTON sentiasa meningkatkan mutu pengiklanan dan kualiti barangnya dari masa ke semasa.

PROTON membuat pantauan tentang tindakan yang telah dilaksanakan.

PROTON menyediakan khidmat perundingan dan perkhidmatan service car kepada pelanggannya.

Contohnya PROTON

Managerial Issues

Do we focus on value-creating customers?

Which Internet marketing/advertising channel do we use?

What metrics do we use to guide advertisers?

What is our commitment to Web advertising?

Should we integrate our Internet and non-Internet marketing campaigns?

Who will conduct the market research?

Should we use intelligent agents?

Should we use mobile coupons?

What ethical issues should we consider in online marketing?


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Summary

Factors influencing online consumer behavior

The online consumer decision-making process

Increasing loyalty and trust

Market segmentation and building one-to-one relationships with customers

Online personalization

EC consumer market research

Objectives and characteristics of Web advertising

Major online advertising methods

Mobile Marketing

Various advertising strategies and types of promotions


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20150330130325chap 8 marketing and advertising v2

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