Tài liệu Module 6: Advertising Your E-Commerce Web Site ppt

Contents
Overview 1
Advertising Web Sites 3
The Banner Network Service: An
Introduction 7
Using Banner Network to Advertise Your Web
Site 8
Lab 6: Using Banner Network to Advertise
Your Web Site 20
Review 26

Module 6: Advertising Your
E-Commerce Web Site


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Module 6: Advertising Your E-Commerce Web Site iii


Instructor Notes
This module discusses the need for an e-commerce Web site to advertise on the
World Wide Web. The module highlights the various advertising opportunities
available on the Web for promoting an online business, and presents an
overview of the Banner Network service provided by Microsoft
®
bCentral
™
for
promoting Web sites. The module provides students with the knowledge and
skills necessary to use Banner Network to categorize Web sites, submit
banners, target banners at the appropriate audience segments, and filter banners
from specific Web site categories. Finally, the module provides information on
how to view various reports that track the number of visitors to a Web site.
After completing this module, the students will be able to:
!
Identify the benefits of online advertising.
!
Describe the benefits of the Banner Network service.
!
Sign up for the Banner Network service.

!
Categorize the content of your Web site.
!
Insert LE HTML code to place banners.
!
Submit a banner to Banner Network.
!
Target your banner at appropriate sites.
!
Block banners from specific categories of sites.
!
View statistics on the number of user visits to a Web site.

Materials and Preparation
This section provides you with the materials and preparation tasks you need to
teach this module.
Required Materials
To teach this module, you need the following materials:
!
Microsoft PowerPoint
®
file 1933A_06.ppt
!
Module 6, “Advertising Your E-Commerce Web Site”
!
Lab 6, “Using Banner Network to Advertise Your Web Site”

Preparation Tasks
To prepare for this module, you should:
!

Read all of the materials for this module.
!
Complete the lab.

Presentation:
75 Minutes

Lab:
40 Minutes
iv Module 6: Advertising Your E-Commerce Web Site


Module Strategy
Use the following instructional strategies to present this module:
!
Advertising Web Sites
Explain the reasons for promoting a business Web site, and how various
Web-related advertising techniques help in achieving advertiser goals. Next,
reiterate the importance of online advertising for the success of an e-
commerce Web site by using the facts stated in the topic.
!
The Banner Network Service: An Introduction
Highlight the benefits of Banner Network provided by Microsoft bCentral.
The major features of Banner Network should be described briefly at this
point in the class.
!
Using Banner Network to Advertise Your Web Site
Show the students how to fill out the Banner Network Join application form,
categorize a site, insert HTML code for attaching the banner to the Web site,
submit the banner to the Web, target a banner, and filter specific site

categories. Explain the importance of each procedure before demonstrating
the procedure through the PowerPoint presentation on the instructor
computer.

Module 6: Advertising Your E-Commerce Web Site 1


Overview
!
Advertising Web Sites
!
The Banner Network Service: An Introduction
!
Using Banner Network to Advertise Your Web Site


When you start a new e-commerce business, you might have great ideas for
establishing an online presence, and excellent products in terms of quality and
cost. You might even spend a fortune hiring the best Web-page designers and
writers to create an impressive online presence. However, if potential customers
cannot find your Web site, or do not know about your business, all of your
efforts will be wasted. Like any traditional brick-and-mortar business, the
success of an online business also depends on marketing, advertising, and
public relations.
Therefore, in addition to creating an online presence for your business that is
informative, visually appealing, and easy to understand, it is critical that you
develop innovative ways to promote your online business in order to generate
traffic and gain orders for your products.
By joining a banner exchange network, you agree to display random banner
advertisements on your site in exchange for having your advertisement appear

on the sites of other businesses.
Participating in a banner exchange network is a great way to promote your site
because:
!
Advertisements with appealing graphics and highlighted text have been
proven to attract the attention of customers.
!
Advertisements are well distributed across the Web, resulting in increased
visibility because a large number of Web users are able to view them.

Topic Objective
To provide an overview of
the module topics and
objectives.
Lead-in
In this module, you will learn
about the advantages of
promoting Web sites
through online advertising.
You will also learn how to
use the Banner Network
service of Microsoft bCentral
to place the banners of your
site on other sites.
Delivery Tip
When explaining banner
exchange networks, access
the site
as
an example. Show the

banner advertisement
displayed at the top of the
bCentral home page. The
page displays a different
banner each time it is
refreshed.
2 Module 6: Advertising Your E-Commerce Web Site


After completing this module, you will be able to:
!
Identify the benefits of online advertising.
!
Describe the benefits of the Banner Network service provided by
Microsoft
®
bCentral
™
.
!
Sign up for the Banner Network service.
!
Categorize the content of your Web site.
!
Insert LE HTML code to place banners.
!
Submit a banner to Banner Network.
!
Target your banner at appropriate sites.
!

Block banners from specific categories of sites.
!
View statistics on the number of user visits to a Web site.

Module 6: Advertising Your E-Commerce Web Site 3


#
##
#

Advertising Web Sites
!
Strategies for Advertising a Web Site
!
Advantages of Banner Advertisements


To sustain and grow a business, you must promote the business in order to
make potential customers aware of it. Promoting a business involves informing
the target audience about the organization’s background and the products and
services it offers. A successful business promotion should be able to reach the
maximum number of target customers. Advertising has proven to be an
extremely successful business promotion strategy. Advertising increases the
visibility of products and services and highlights special features and offers that
help the organization to acquire an edge over its competitors.
After your business is online, you need to drive as much traffic to your site as
possible. Advertising on the Web is the key to the successful promotion of your
e-commerce Web site.
Topic Objective

To discuss strategies for
promoting Web sites and
identify the benefits of using
banner advertisements.
Lead-in
When you start an online
business, you need to
promote your business to
ensure that you attract
customers. To do this, you
need to devise a
combination of effective
strategies for promotion.
4 Module 6: Advertising Your E-Commerce Web Site


Strategies for Advertising a Web Site
!
Exchange banner ads with other sites
!
Send e-mail to Internet users
!
Advertise on radio, television, newspapers, and so on
!
Print Web site address on letterheads
!
Advertise on Internet newsgroups or bulletin boards
!
Sponsor online chats
!

Distribute fliers containing information about your business
!
Join a Web mall
!
Sponsor a contest on the Web
!
Begin an affiliate program


When launching a new e-commerce Web site, you will probably want to
experiment with different marketing messages and use different promotional
ideas to determine what works best. The Internet provides a variety of different
promotional opportunities, some of which are listed in this section. These
promotional opportunities can be used to target mass groups or very specific
demographic audiences, depending on your needs.
Each time you execute any form of marketing campaign, it is important to
carefully track results to determine what methods generate the most positive
results for your business. Tracking results helps you to plan your future
marketing and advertising strategies.
The following are some ways to advertise and promote your e-commerce Web
site:
!
Exchange banner advertisements with other Web sites related to your type
of business.
!
Send messages through e-mail or direct mail to selected groups of Internet
users, informing them about your company, brand, and products. This is
referred to as an e-mail broadcast or targeted e-mail list.
!
Advertise on various media outlets such as television, radio, newspapers,

and magazines.
Topic Objective
To describe the advertising
strategies that a new online
business can adopt.
Lead-in
An online business can use
a combination of methods to
advertise itself and its
products and services.
Some of these are the same
methods used by
conventional brick-and-
mortar businesses.
Module 6: Advertising Your E-Commerce Web Site 5


!
Print your Web site address on letterheads and business cards.
!
Advertise on Internet newsgroups or bulletin boards.
!
Sponsor and participate in online chats.
!
Distribute electronic press releases.
!
Distribute fliers with information about your online business.
!
Join a mall on the Web.
!

Announce a contest. People like receiving gifts and prizes, so if you
publicize a contest on your Web site, you will generate more traffic.
!
Begin an affiliate program. A retailer’s affiliate program pays a commission
to other sites whose links to the retailer’s site result in an actual sale. The
goal is to build a network of affiliates who have a financial stake in
promoting your e-commerce Web site.

Of the above, banner advertising is one of the most widely used and effective
online advertising techniques.
6 Module 6: Advertising Your E-Commerce Web Site


Advantages of Banner Advertisements
Banners advertising a site on the Web:
$
Attract customers from all over the world
$
Allow customers to quickly access information about a
business and its products/services
$
Can be updated constantly
$
Can be modified based on customer response


Advertising on the Internet is becoming increasingly popular. One effective
method of advertising on the Internet is banner ads, which provide the
following advantages to a business:
!

Because the World Wide Web is accessible from millions of offices and
homes, banners that advertise your online business can attract customers
from all over the world.
!
People who view your banner advertisements can respond instantly and find
more information about the advertised product by simply clicking a link to
your Web site.
!
The World Wide Web makes it possible for your online advertising to be
effective 24 hours a day, every day. Because advertising campaigns can be
launched, modified, or stopped almost instantly, your site can be updated
continuously.
!
You can count the number of exposures your advertisement receives and the
number of people who visit your site as soon as the advertisement is online.
Based on this information, you can modify your message or alter the
placement of your banner advertisements to reach a more focused audience.

Topic Objective
To explain the advantages
of placing banner ads on the
Internet.
Lead-in
Banner ads are crucial for a
new online business, and
can help in several ways.
Module 6: Advertising Your E-Commerce Web Site 7


The Banner Network Service: An Introduction

Banner Network service:
!
Easy-to-use service
!
Enables you to advertise your Web site on other sites
!
Can be used to target banners at specific sites
!
Gives your banners wide exposure over the Internet
!
Allows the use of standard and custom banners
!
Tracks the effectiveness of banner ads
!
Provides free credit points to display more banners


Microsoft bCentral provides a service called Banner Network that allows you to
place banner advertisements on other Web sites that your target audience is
likely to visit. By using Banner Network, you can target your banners at very
specific categories of Web sites. You can also view daily, weekly, or monthly
statistics on the number of visits to your site, helping you to measure the
effectiveness of your banner ads.
Using Banner Network lets you take advantage of the bCentral Banner
Network. This advertising network reaches more than 60 percent of Web users
through more than 400,000 Web sites. You can place your banner ads
selectively on the Web sites of Banner Network members, and also display the
banner advertisements of member sites on your site. Banner Network allows
you to decide which types of banners other Banner Network members may
place on your site.

The number of banners that you can display on other sites depends on a system
of credits. One credit point implies that you can place your banner on one site
only. As a member of the Premium Membership of Microsoft bCentral, you get
5,000 free credit points each month. In addition, you also earn credit points
based on the number of banners other members display on your site.

Topic Objective
To present the benefits of
Banner Network and
highlight its features.
Lead-in
The Banner Network service
of Microsoft bCentral is an
inexpensive and easy-to-
use service that you can use
to place your banner
advertisements on Web
sites around the world.
8 Module 6: Advertising Your E-Commerce Web Site


#
##
#

Using Banner Network to Advertise Your Web Site
!
Filling Out the Join Application Form
!
Categorizing Your Web Site

!
Making Your Banner Work: Inserting HTML Code
!
Submitting Banners
!
Targeting Your Banner by Category
!
Filtering Banners
!
Viewing Statistics


To use the Banner Network service to advertise on Web sites, you must
complete the following steps:
!
Fill out the Join application form.
!
Categorize the content of your Web site so that other members can
recognize it according to its category.
!
Make your banner work by inserting the necessary HTML code.
!
Submit your site banner to the Web.

The preceding steps complete the sign-up process. After your banner has been
submitted to the Web, the following tasks can be performed by using the
Banner Network service:
!
Target your banner to be displayed in specific categories of sites.
!

Block specific categories of advertisements from appearing on your site by
filtering banners.
!
View periodic statistics about the number of visits to your site.

Topic Objective
To describe the steps
involved in using Banner
Network to promote an e-
commerce Web site.
Lead-in
To take full advantage of the
Banner Network service,
you must follow a series of
steps.