Assignment of Advertisement & Promotion

Submitted by
Muhammad Moin Uddin

From
MBA 2.5 Marketing (4th semester)

Karachi University Business School

Submitted to
Sir Noman Ahsan
Q1. What is media planning?

Ans: Media planning is the series of decisions involved in delivering the promotional message
to the prospective consumers. It is the process of directing the advertising message to the target
audience by using the appropriate channel at the proper time and place.

The media plan marks on the best way to get the advertiser’s message to the market.
Generally, the goal of the media plan is to find that combination of media that allows the
marketer to communicate the message in the most effective manner to the largest number of
potential customers at the lowest cost.

Media planning assists in controlling wasteful advertising. It ensures die optimum-utilization of

resources spent on advertising. In media plan, media objectives are decided keeping in view the
advertising objectives of the organization. Media plan specifies media strategies. Media strategy
means plans of action designed to attain media objectives.

Q2. What are the different stages in media planning?

Ans: The media plan is broken down into four stages:

I. Market analysis
II. Establishment of media objectives
III. Media strategy development and implementation
IV. Evaluation and follow-up.

I. Market Analysis

The first phase of any media plan is the initial market analysis, which consists of a situation
analysis and the marketing strategy plan. These form the basis of information which the rest of
the media plan is reliant on. The purpose of a situation analysis is to understand the marketing
problem, in relation to their competitors. For example, undertaking an internal and external
review or competitive strategy evaluation.

The marketing strategy plan should establish specific objectives and goals that will solve the
marketing problems that developed. Once the market analysis is complete the improved
knowledge gained should indicate a proffered target market. Enabling the marketers to
understand where the prime advertising space would be to gain sufficient exposure, what
factors affect that certain demographic, and how to promote to the audience effectively.

II. Establishment of media objectives

The second phase in the media plan is the establishment of media objectives. Just as the
marketing analysis leads to specific marketing objectives, this phase will result in explicit media
objectives; such as creating a positive brand image through stimulating creativity. These
objectives should be limited to those that can only be obtained through media strategies.
 III. Media strategy development and implementation

Media strategy development and implementation is the third phase and is the point in the
process that is directly influenced by the actions from previously determined objectives. Actions
that meet these objectives are taken into consideration with the following criteria; media mix,
target market, coverage consideration, geographic coverage, scheduling, reach & frequency,
creative aspects & mood, flexibility, or budget considerations.

IV. Evaluation and follow-up

The final phase in the media plan is to evaluate the effectiveness of the plan and determine
what follow-up is required. It is important to assess whether each individual marketing and
media objective was met, as if they were successful it will be beneficial to use a similar model in
future plans.

Q3. What is a media mix? Explain its components.

Ans: A media mix is the combination of communication channels your business can use to
meet its marketing objectives. Typically, these include newspapers, radio, television, billboards,
websites, email, direct mail, the Internet and social media, such as Facebook or Twitter.
Combining these channels in a media mix enables you to communicate in the most effective
way with different types of customers and prospects at different stages of the purchase
decision.

Right Message to the Right Audience: An effective media mix delivers the right marketing
message to your customers and prospects at the lowest cost and with minimal waste. If you
want to reach a consumer audience across the country, you might use a media mix that
includes national newspapers, radio or television. If you wanted to reach a specific group of
business decision-makers, such as technical directors, your mix might include specialist
business magazines or exhibitions aimed at those directors. To reach a small number of key
executives who influence a major purchasing decision, you might include personalized direct
mail or an executive briefing session in your mix.

Aligning Media Mix With Buying Stages: the emphasis in the media mix changes at different
stages in the buying cycle. When prospects are looking for information, they may read
publications covering their interests, search websites, visit trade shows or check product review
sites. So, it’s important that you have information in the places they are likely to visit. The
emphasis in your media mix would be on raising awareness through advertisements, press
releases, and product pages on your website, participation in trade shows or comments on
social media. When prospects have expressed an interest in your products, you can use a
different media mix to nurture them and move them toward a buying decision. The mix at this
stage might include email offering detailed product information, a seminar or a customized sales
proposal.
Integrated Media Work Harder: The components of a media mix are more effective when they
are integrated. The benefit of an integrated campaign is that the media mix is more effective
when the components work together and communicate consistent messages each time,
according to MMC Learning. In practical terms, that means using the same creative themes and
marketing messages across all elements of your media mix. Prospects viewing an
advertisement, website page, direct mail piece or product guide from an integrated campaign
would receive consistent messages, with each element of the mix reinforcing the others.

Fine-Tuning the Mix: Analytical tools are available to assess your media mix and improve the
results you achieve. These tools identify the strengths and weaknesses of your marketing
programs and your media mix. By demonstrating how changes in the mix can affect results, the
tools help you to reallocate your budgets and create a better mix to improve marketing
performance.

4. What are the methods of determining the relative cost of media?

Ans: Compare and contrasting media cost: There are two different costs: absolute and
relative cost. Absolute cost is also known as the unit cost or vehicle cost, as in what you’ll be
paying to place the advertisement in the media. The relative cost is used more to figure out
which media is going to give you more bang for your buck. A standard measurement for relative
cost is cost per thousand (CPM).
In the advertising world 1,000 can be stated as K or M. Typically K is meant for money and M is
used more for audiences. It can be extremely hard to compare and contrasts media when you
have to take into account the unit rates, prices, reach and impressions. This is when you should
use CPM. Just because a media has a larger circulation doesn’t mean that it more expensive it
may just be more economical. This is why it is so important to use CPM. Just take any medium
and say the total cost for running the ad is $15,000. The total audience is 2,400,000 people. The
CPM is calculated as CPM = ($15,000/2,400,000)*1000 = $6.25. In online advertising, if a
website sells banner ads for a $20 CPM that means it costs $20 to show the banner on 1000
page views. Another example is that the Super Bowl has the highest per-spot ad cost in the
United States, it also has the most television viewers annually. Consequently, its CPM may be
comparable to a less expensive spot aired during standard programming.
Now discussing cost per point (CPP), CPP is a ratio based on how much it costs to buy one
rating point, or one percent of the population in an area being evaluated. Advertisers evaluate
local television stations based on CPP, because the method provides a good comparative
measure of media efficiency within a broadcast medium. Rating points are also used by
advertising agency media departments as a planning tool to make very rough estimates of how
many times an average viewer might be reached by a particular advertisement placed within the
television schedule. For example, a media plan might call for 300 rating points to be purchased
in a television market with the hope that 100% of the viewers in the market might see a
commercial three times (a frequency of three). Thus, using rating points and CPP serves both
an evaluative function and a planning function. So in simple terms CPP is used in broadcasting
planning and CPM allows for a quick figure of costs across different media.
Cost per click (CPC) is the sum paid by an advertiser to search engines and other Internet
publishers for a single click on their advertisement, which directs one visitor to the advertiser’s
website. Because of my twitter research I know that CPC varies depending on the search
engine and the level of competition for a particular keyword. There are two primary models for
determining cost per click: flat-rate and bid-based. In both cases the advertiser must consider
the potential value of a click from a given source. This value is based on the type of individual
the advertiser is expecting to receive as a visitor to his or her website, and what the advertiser
can gain from that visit, usually revenue, both in the short term as well as in the long term. As
with other forms of advertising targeting is key, and factors that often play into CPC campaigns
include the target’s interest (often defined by a search term they have entered into a search
engine, or the content of a page that they are browsing), intent (e.g., to purchase or not),
location (for geo targeting), and the day and time that they are browsing.
Cost per action (CPA) is an online advertising pricing model, where the advertiser pays for each
specified action (a purchase, a form submission, and so on) linked to the advertisement and an
advertiser only pays for the ad when the desired action has occurred. An action can be a
product being purchased, a form being filled, etc. The desired action to be performed is
determined by the advertiser.
Although it is important to understand how media cost works it’s also import to understand
trade-off analysis.

Q5. Write down the advantages and disadvantages of different media.

PRINT MEDIA

Advantages Disadvantages
Established history May not be around forever
Print media is still a widely trusted resource for While still widely circulated, digital media
relevant and fact-checked information. Having makes it so easy and affordable to publish
your story published in print can mean a content. Hence, print media may fade away.
reputation boost.
People are looking for you Bad for the environment
As found by the Readership Institute at Paper has detrimental impacts on the
Northwestern University, advertising is one of environment. In the wake of climate change
the BIGGEST selling points for printed media and wild-fires in Australia and the Amazon,
purchases. People LOVE reading magazine audiences are looking for greener ways of
advertisements. ingesting content.

Targeted audiences Easy to get overlooked

As long as you reach out to publications that fit Since printed media is jam-packed with
your industry, you’ll know only ideal audiences advertising, it can be easy for you to get lost-
will be seeing your content. especially if it’s competing with more
prominent brands.
 BROADCAST MEDIA: TV, RADIO & PODCASTS

Advantages Disadvantages
Massive audience reach Expensive
Almost all of the population have access to It takes a pretty penny to secure a spot on
any one of these platforms i.e. TV, Radio & prime-time television and radio.
Podcasts (internet)

Trusted media outlets Difficult to get your foot in the door

Just like printed media, broadcast media hosts It’s competitive and challenging to get the
respected programs and personalities that attention of decision-makers. It might be
people turn to religiously. harder for new companies without street-cred
to get featured.

Accessible to tv, computing, and mobile Dying medium

Even though broadcast media centers around Broadcast media is giving way to digital media
television and radio, most tv and radio stations as mobile devices are more affordable and
have an online presence. Thanks to platforms accessible.
like Netflix and Hulu, as well as
podcasts, broadcast media is transient.

DIGITAL MEDIA

Advantages Disadvantages
It can only go up from here Constantly changing but never forgetful
Digital media is the way of the future. There’s It’s challenging to stay ahead of technology,
no sign of slowing anytime soon. platforms, and trend evolutions. Not to
mention, whatever you put on the internet
stays there. So you have to handle PR like a
hawk.
It’s easy to publish anything Over-saturation
With a plethora of easy and free platforms, you Because digital media is so easily accessible,
can publish stories at little to no cost. it’s hard to build organic traffic due to over-
saturation.

Targeted marketing Skeptical audience

SEO, CRMs, and online marketing have made Since any human can post anything on the
it easier than ever to research, identify, and internet, you have to jump through extra hoops
target your perfect client avatar. Thanks to to ensure your content is taken seriously.
algorithms, your ideal audience is directed to Internet users know all-too-well that you
your content by their browsing patterns. cannot trust everything you read on the web.
Q6. Write short notes on the following:

(a) Scheduling

Media Scheduling refers to the pattern of timing of an advertising which is represented as plots
on a flowchart on a yearly basis. The plots in the flowchart indicate the pattern of periods that
matches with favorable selling periods. The classical scheduling models are commonly known
as continuity, flighting, and pulsing.

Media scheduling depends upon a number of factors such as:

• The nature of product- whether it is consumer usable, durables or industrial

• The nature of sales- whether the sales is seasonal or regular

• The product lifecycle- whether the product introduction is in growth, maturity or decline

• The pattern of competitor’s programs

• The entry of new competitors in the market

• The availability of funds for advertising and marketing campaigns

Continuity: This model is primarily valid for non-seasonal products and some kind of seasonal
products. Advertising usually runs steadily with little variation or change over the campaign
period. There might be short gaps between advertising at regular intervals and also long gaps,
for instance, one advertising every week for 12 months and then pause for a while. This pattern
of media advertising prevalent in service and packaged goods requires continuous
reinforcement on the customers for top of mind recollection at point of purchase.
Flighting: It involves intermittent and irregular periods of advertising, alternating with shorter
periods of no advertising at all in media scheduling for seasonal product categories. For
example Halloween costumes are purchased mainly during the months of September and
October and not the entire year round.

Pulsing: By using low advertising all the year round and heavy advertising during peak selling
periods, Pulsing combines both flighting and continuous scheduling. The product categories that
experience a surge in sale at intermittent periods are good candidates for pulsing product
categories that are sold year round. For instance, under-arm deodorants, sell all year, but more
during the summer months.

(b) Reach and frequency

Reach refers to a specific target. The target is defined by the geography and demographics
needed by the advertiser. An advertiser who wants to reach all Women 18+ in Manhattan will
have a different reach total than an advertiser who wants to reach all Women Homeowners in
Manhattan. Reach is usually defined as a percentage; we reached 50% of all Women in
Manhattan 18+. Obviously, it is important to know the size of the target.
The next question is how often do we want to reach that target audience? Consumers are
exposed to thousands of messages every day. How many exposures to the message are
needed before they remember a message? Effective frequency is the number of times a
person must be exposed to a message before it elicits a response of some kind.  What is an
effective frequency is a highly debatable question. Too little repetition and no one will remember
your message. Too much frequency and you will burn out and potentially upset your target
audience.

Very simply, Reach without Frequency will lead to failed marketing campaigns. Seth Godin in
his book Permission Marketing uses an analogy of seeds and water to demonstrate the
importance of assuring adequate frequency in your promotional campaigns. If you were given
100 seeds with enough water to water each seed once would you plant all 100 seeds and water
each one once? Or, would you be more successful if you planted 25 seeds and used all of the
water on those 25 seeds?

(c) Readership

Readership refer to a test of advertising effectiveness of print media in which a sample of

readers of a particular issue of a publication are asked whether they noticed and/or read
particular ads. It is also called a recognition test.

(d) Viewership

Viewership refers to the measures how many people are in an audience, of a video add usually
published on TV or digital media. Ratings point is a measure of viewership of a
particular television programme. One single television ratings point (Rtg or TVR) represents 1%
of television households in the surveyed area in a given minute. Gross rating points (GRPs)
or target rating points (TRPs) are chiefly used to measure the performance of TV-based
advertising campaigns, and are the sum of the TVRs of each commercial spot within the
campaign. An ad campaign might require a certain number of GRPs among a particular
demographic across the duration of the campaign.

Q7. What is internet advertising?

Ans: Online advertising, also known as online marketing, Internet advertising, digital

advertising or web advertising, is a form of marketing and advertising which uses the Internet to
promote products and services to audiences and platform users. Online advertising includes
email marketing, search engine marketing (SEM), social media marketing, many types
of display advertising (including web banner advertising), and mobile advertising.
Advertisements are increasingly being delivered via automated software systems operating
across multiple websites, media services and platforms, known as programmatic advertising.
Like other advertising media, online advertising frequently involves a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the advertisements to be
displayed on the publisher's content. Other potential participants include advertising
agencies who help generate and place the ad copy, an ad server which technologically delivers
the ad and tracks statistics, and advertising affiliates who do independent promotional work for
the advertiser.

Q8. What are the methods of internet advertising?

Ans: Following are the Methods of Internet Advertising:

 Search Engine Marketing

A search bar is the starting point of the users’ buyer journey. Entering a keyword, people
focus mainly on the first page results. Search engine marketing is all about getting your
webpages to the top of the SERP (search engine results page), whether in an organic or paid
way. Google Ads displays paid results based on the ad rank auction. Companies name their
price for a particular keyword, while Google analyzes the quality and relevancy of the content.
Here is the formula of the ad rank: Ad rank = cost-per-click bid × quality score.

 Email Marketing

This is a marketing approach based on communication via email. This type of internet
advertising is one of the oldest players on the field and the most adaptive one since email
marketers are always searching for innovations such as recently launched interactive amp
emails. You may personalize, segment, and A/B test your email campaigns to better target your
audience. Email marketing is the least obtrusive platform for advertising
because subscribers willingly opt-in to receive email newsletters and promotions: plus, they can
opt-out anytime. The main idea of email marketing is to drive warm marketing leads to the
website, mixing promotions with valuable non-sales content.

 Social Media Ads

This means advertising on socials like Facebook, Instagram, Twitter, Pinterest for B2C,
and LinkedIn for B2B. Companies tailor their news and promotions to the target audience via
social media in two ways:

a) Organically: If you produce kitchenware, you can post valuable content like hacks,
exciting ways of using your products, or some recipes to encourage shares and build an
attractive brand image.

b) Paid: In this case, you can use social media functionality for business by showing
promotional posts targeted to your audience based on age, gender, favorite activities,
and other things they have in common.
  Display Ads

Website owners with massive traffic to their site want to monetize it, so they sell some of
their space with Google AdSense, while the advertisers buy it with Google Ads. Google
shows relevant ads based on two pricing approaches: CPC (cost per click) and CPM (cost
per thousand views), and allows companies to retarget their promotions.

 Native Advertising

In a way, this is a non-irritative alternative to the display ads. Companies pay popular sites like
BuzzFeed, Bored Panda, and the New York Times for placing promotion materials in their
publications. As long as it happens in an entertaining and casual manner, the readers don’t
realize they’ve actually been advertised to — that’s why this phenomenon is called “native.” It’s
like putting a replica of the stone in the Japanese stone garden: no one knows it’s plastic
because it looks natural. 

 Video Advertising

As the name suggests, these ads are in a video format and placed on services like YouTube,
Vimeo, DailyMotion, and Vine. This is an expensive type of advertising but also an effective one,
since high-quality videos may go viral.

 Web Push

This technology allows you to grab users’ attention whenever they are online. These messages
appear in the corner of your screen, and a click on it redirects a user to a particular webpage.
For example, a coffee shop can send you a morning notification about the 20% discount for
making an order before 10 am. Users subscribe to push notifications to stay in touch with the
brand and be the first to know the news and updates. If you own a news resource, you can also
take advantage of web push monetization. It means that your subscribers will receive relevant
materials from other companies from you in the form of web push notifications together with
your promotions.

 Mobile Advertising

This type of advertising appears on smartphones and tablets. Companies can advertise
with SMS after the user opts-in or with display ads in the browser optimized for mobile devices

Q9. Write down the advantages and limitations of internet advertising.

Advantages of internet advertising

 Easy global coverage. Nowadays, people have a habit of searching for information

about products and services via search engines like Google, Bing, and others. Internet
 advertising is a way to demonstrate your offers in front of over 4.3 billion web users
around the globe. You can easily target the entire world via the Internet.

 Affordable for any budget. According to Seriously Simple Marketing, the minimum cost
to reach an audience of 2,000 is three times cheaper than traditional advertising
methods, so any company from a small family business to a huge enterprise can utilize
online ads and get the most out of their financial resources.

 Drives traffic to a website. The more visitors you get to the site, the more potential
customers you have, which will result in increased sales. Internet advertising aims to
attract users’ attention and send them to your website. The offers displayed in the digital
ads should arouse curiosity and give people a good reason for clicking through your site.

 Allows targeting. Unlike traditional marketing media that advertises to everyone without

filtering, internet advertising tailors the message to a specifically targeted audience —
people who are most likely to convert into customers. For instance, a travel equipment
company may use social media ads for advertising to users who are keen on travel,
encouraging likes and shares.

 Enables retargeting. Internet advertisements are a way to say, “hey, looks like a couple
of days ago you checked out this toaster. I’ve got a marvelous one for you here!” If many
prospects visit your household appliances online store without buying anything, remind
them about your brand with banner ads displayed on websites they browse.

 It allows you to create various touchpoints with your audience. Internet advertising

helps you to appear in the right place at the right time to communicate with your
audience. If you own a small bakery, use socials like Instagram and Pinterest to
demonstrate the products. To share news, and build long-lasting relationships with your
audience, reinforce them with email marketing. By mixing different types of digital
advertising wisely, you can show that your company is always present and ready to be
of service.

 It is measurable. Unlike offline marketing, where the cost and effectiveness are

somewhat approximate, you can precisely track the return on your efforts and internet
marketing efficiency with web analytics platforms like Google Analytics.

Limitations of internet advertising

The main challenges associated with advertising online include fierce competition, the cost of
mistakes, complicated analytics, and ad blindness. Let’s have a closer look.

 High competition. Of course, this depends on your niche, but if you haven't invented
something new, you'll have to compete for clients' attention. This market is
oversaturated, especially for eCommerce businesses, so you need to put your
customers' needs upfront and regularly improve your product to make it competitive.
  Mistakes are expensive. Targeting wrong people, selecting highly competitive
keywords, and leaving your ad campaign running after turning it off are the most
common mistakes that can cost you a fortune. To eliminate these mistakes, you need
either a top specialist or a lot of experience. Both variants require investments.

 Complicated analytics. To analyze the performance of your ads, you need a third-party
platform like Google Analytics and some experience to interpret the results correctly.
Medium-sized enterprises and big brands have analysts to make the ads more targeted
and effective.

 Ad blindness. This term is related to banner blindness. Users see advertising almost

every time they open a web page. For this reason, they simply ignore banners without
even noticing them. To fight this, make sure that your banners target the right people
who need your offer.

Q10. What is permission marketing?

Ans: Permission marketing refers to a form of advertising where the intended audience is
given the choice of opting in to receive promotional messages. It is characterized as
anticipated, personal, and relevant. It is often positioned as the opposite of direct marketing
where promotional material is traditionally sent to a wide customer population without their
consent.

Q11. What are the steps in permission marketing?

Ans: Following are the steps for conducting effective permission marketing:

1. Create an initial message

The first step to permission marketing is creating the initial message that can promote further
interaction with your target audience. Determine what you want this initial advertisement to look
like. You might use a print advertisement, website banner, social media advertisement or
commercial to advertise a company. Rather than making a sale, the goal of this initial message
is to identify your target audience's interest in a business. Include a way for customers to show
their interest in a company's goods or services in the message.

Consider offering an incentive to the customers that contact you. For example, you might offer a
free trial of a company's services to the consumers that call or email. This can help establish
trust with customers and develop a business' relationship with them.

2. Continue offering information

Continue offering valuable information after the first interaction with a customer. When a
customer signs up for a newsletter or calls a business, you can provide them with more
information about how a product meets their needs. For example, if a company sells automotive
tools, they might teach customers how to use them and what problems they solve. This process
can help customers trust a brand and convince them to make a purchase. Be sure to offer
consumers clear information about a company's privacy policy, including how you might use
their personal information.

3. Provide alternative incentives

Providing alternative incentives can help keep customers engaged with your message. You can
change the format and material in your messages to maintain a consumer's attention. For
example, if you first offered a customer a free trial, you might offer them a free consultation
instead. This can help maintain a consumer's interest in the company and its products.

4. Increase the level of permission

Continue seeking higher levels of permission from interested customers. You might ask for
more information about them through phone calls, surveys or consultations. The goal of this
step is to become more involved with a consumer's business or lifestyle with their permission.

5. Make a sale

After establishing trust and a relationship with the customer, you can make a sales pitch. At this
point, the customer may be more likely to purchase a product when compared to a general
consumer. Using permission marketing can help you identify the customers that have shown
interest in a company's goods and services and use this to your advantage when making sales
pitches.

Q12. Write about privacy in permission marketing.

Ans: California and the EU are leading the charge against invasive data practices that have
ripped customer data ownership away from users and given it en masse to huge internet
companies by passing comprehensive data privacy laws that subject companies to massive
fines for breaches.

Consent and minimizing data use are fundamental to these laws, so by approaching all of your
marketing through the lens of permission and consent, you will by proxy prepare yourself better
for these legal responsibilities.

Q13. Write short notes on the following:

a. Search engine

A search engine is software accessed on the Internet that searches a database of information

according to the user's query. The engine provides a list of results that best match what the user
is trying to find. Currently, the most popular and well-known search engine is Google. Other
popular search engines include AOL, Ask.com, Baidu, Bing, DuckDuckGo, and Yahoo. Large
search engines contain millions and sometimes billions of pages, many search engines display
the results depending on their importance. This importance is commonly determined using
various algorithms.

b. Homepage

A home page is the default or front page of a site. It is the first page that visitors see when they
load a URL. Web managers can control the home page as a way of directing the user
experience. Home pages are located in the root directory of the website. Many home pages act
as a virtual directory for a site — they provide top-level menus where visitors can go deeper into
various areas of the site. For instance, a typical website has a homepage with menu items like
“about,” “contact,” “products,” “services,” “press” or “news.”

In addition, the home page often serves to orient visitors by providing titles, headlines and
images and visuals that show what the website is about, and in some cases, who owns it and
maintains it. One of the best examples is the average business website, which has the business
name in a prominent place, and often features the logo, while also showing pictures related to
that business, for instance, who works there, what the business produces, or what it does in a
community.

c. E-mail advertising

Email advertising is a type of marketing performed via email whereby the recipient has
consented to receive promotional messages from a brand. In this form of advertising,
marketers seek to gain permission from their prospective customers by giving them an
option to opt-in before sending emails.

Email advertising is effective only if the recipients expect to hear from you. Achieve this
by using opt-in or permission-based marketing. To be ahead of the game, marketers
prefer double opt-in, which makes them sure that email campaigns are “welcomed” and
“anticipated” by their subscribers. Unsolicited email marketing is already a thing of
the past because it hurts the sender’s reputation. It is no wonder — recipients may not
be open to receiving promotional emails they haven’t subscribed to.

d. Pop-up

Pop-up ads or pop-ups are forms of online advertising on the World Wide Web. A pop-up is

a graphical user interface (GUI) display area, usually a small window, that suddenly appears
("pops up") in the foreground of the visual interface. The pop-up window containing an
advertisement is usually generated by JavaScript that uses cross-site scripting (XSS),
sometimes with a secondary payload that uses Adobe Flash. They can also be generated by
other vulnerabilities/security holes in browser security.
A variation on the pop-up window, the pop-under advertisement, opens a new browser window
under the active window. Pop-unders do not interrupt the user immediately, but appear when
the user closes the covering window, making it more difficult to determine which website created
them.

Case Study
Question/ Answers

1. Analyze the case and note down significant findings.

This case represents a survey research consisting of both qualitative and quantitative methods of
collecting data for answering the question that are people Internet-friendly in India? How successful
Internet brands really are and elaborating Indian surfing habits. The research was carried out in 5 major
cities of India. Quantitative instruments included a structured questionnaire which was made to reflect
all aspects of Internet usage and attitudes. Among the qualitative instruments, a detailed checklist of
information for focus group activity was drawn up, and focus group interviews were held. The final
report combines insights from both qualitative and quantitative studies.

Top site reported in survey was yahoo because of its extra benefits than other competitor sites i.e. e-
mail, searching, and browsing. Survey data suggests that the primary usage of internet is for the email
purpose. Data represents that Regional fluctuation for the position of top site exists. Foreign site that
providing better sports info is among top websites. Hotmail is popular because of its first entry in the
market as an email id provider. Trends of e commerce is among the top searches but e shopping is very
low because of security and preference of physical shopping because of the fact that enjoyment/ outing
related to it. Survey also highlighted that add recall is quite low among the respondents. Only those that
relate to the interest of the surfer are noticed, consistent ads have more recall rates. The survey reveals
how people get information on new sites, and interestingly, the highest is through print media, followed
by word-of-mouth.

2. How those findings can help advertisers who want to use the Internet as the medium?

Advertiser could make e shopping look like easy, secure and develop trust through polices like
change and return. Advertisers could increase add recall by targeting interested audience or if
budget allows, posting the add on the home pages of popular websites. As survey data suggests
print media is the top source of new site visits, advertiser should utilize this channel
accordingly. Findings also represents regional preferences differ so advertisers should focus
each region differently. Another important finding is that people prefer better content
irrelevant of where it is coming from (national or foreign).
3. How can advertisers increase ad recall on the internet?

Advertisers can increase ad recall on internet by posting ads on home pages of big websites e.g.
Youtube or by selected targeting i.e. targeting interested audience olny.