advertising

Pay per impressions is a typical referral link/banner ad arrangement where the site wanting to purchase advertising space pays the hosting site for each time it displays the ad. Typically, prices are set per one thousand exposures. Software is added to the hosting web server to track the number of impressions displayed.

Further Reading

Collateral Material is any company or product marketing piece that is distributed directly to individual customers or can be viewed by customer in person. Examples are, brochures, cards, or displays that may be used in a sales meeting, sent by mail (if mailable) as a request for information, or displayed at a point of sale.

Further Reading

See also: Collateral marketing

An Interstitial Banner Ad is advertisement that appears in a separate pop-up browser window. The advantage to interstitial banners is that they can be large (in byte size) while still allowing the main page to load.

Interstitial tips

Be careful of your strategy in using this type of ad. While some studies show that click through rates are higher, many people find this type of advertisement annoying.

Further Reading

Broadcast E-Mail sends text or web page advertisements to a list of e-mail addresses. It is the Internet's version of direct marketing.

Broadcast E-Mail Types:

• Solicited (opt-in)
  The recipient has given permission to have e-mails sent to them.
• Unsolicited
  E-Mails addresses are generated from a database of new contacts.

Broadcast E-Mail Tips

• Whether solicited or unsolicited make sure your audience is well targeted.

Networking promotion refers to a broad range of activities to market through interpersonal interactions. Adding web promotion to your networking cost virtually nothing yet can return powerful gains. The holy grail of networking promotion is to get people not associated with your company to promote the site to others because of its quality and usefulness.

Promotion Types

• Sales calls
• Trade shows
• Seminars and workshops
• Word of mouth

Promotion Tips

Collateral Marketing refers to adding web site promotional messages and site links to various company materials and publications. Collateral advertising can be done with practically any marketing medium.

Collateral Marketing Opportunities

• Business cards
• Letterhead
• Brochures
• Multimedia presentations
• Specialty advertising and premiums
• Traditional advertising

Marketing tips

• Collateral Marketing should be standardized company wide.

Direct Marketing is a promotion mechanism that allows focused messages to be received by a targeted audience. The main difference between direct marketing and other promotion is that you can closely qualify your audience to deliver a message that appeals to their specific needs.

Direct Marketing Types

• Broadcast e-mail
• Broadcast Fax
• Direct Mail
• Telemarketing

Direct Marketing Tips

Mass marketing is advertising to large market segments through mass media and other public forums. Typically only high-end 'dot coms' use a large amount of mass marketing specifically for their site. While it is an expensive form of marketing, advertising can be an asset for certain situations.

Traditional advertising

• TV and Radio
• Magazines and Periodicals
• Billboards

Further Reading

Web site promotion refers to any activity that may lead users to your site. Proper site promotion is vital for creating a qualified Internet audience. Marketing not only creates traffic for your site but also targets your visitors, molds their expectations, and enhances long-term branding.

Banner Ads are advertising on a web site that promotes and links to another site. Banner ads are ubiquitous on the Internet as a powerful method for a site to leverage its traffic to benefit another.

Referral Link Compensation

Many forms of compensation exist for adding referral links on a site. Below is a list of the more popular ones.

• Pay Per Impression
  A site receives payment for each time they display a link
• Affiliate Programs