Harlequin Training

Introduction

• Developing an online advertising campaign
• What works and what doesn’t
• What can be done in-house and what can be outsourced to an external interactive ad agency

Banner Advertising

• What makes a site ad-worthy?
• Where to advertise?
• When to use banner ads and when not to
• Banner ad sizes (Full, Skyscraper, Micro button, Vertical banner, etc)
• Why everyone hates pop-ups

Email Marketing

• Getting and using an email list
• Content writing for HTML email
• Technical overview of HTML email
• Tools of the HTML email trade

Beyond Banner Ads

• E-zine advertising
• Content sensitive advertising
• Advertorials - good or bad?

Using Rich Media

• What is rich media and why should I use it?
• What does rich media content say about you?
• Examples of effective rich media
• Interstitial advertising
• Sponsoring a particular section of a site
• Giveaways and promotions

Search Engines

• How customers use search engines
• The relationship between offline advertising and search engine activity
• Pay per Click (ppc)
• Picking keywords for a campaign

Developing Your Own Campaign

• A 10 point campaign for successful online advertising

Measuring Results

• Analysing web logs
• Hits Impressions and page views?
• What is a click through?
• How do I measure cost per click?

Questions and answers