INTERACTIVE BRAND COMMUNICATION

Class 6

Creative Issues II:Creating Effective Online

Advertising

Top

ics

How to build and maintain an effective corporate site

How to create an effective banner How to write an effective e-mail

messages/ email marketing (a Research topic)

How to make your website search-engine friendly (a Research topic)

Creating Effective Internet Advertising

Web

site

Tactics

General Tips

Content & Design Tips

How to Build and Maintain an Effective Corporate Site

Gen

era

l

1. Define and understand your g____ clearly

The o___________ of the site are your guide

Do not pay more attention to the design of the site than the reason you had for building the site

How to Build and Maintain an Effective Corporate Site

Gen

era

l

2. Be a Site Visitor

Visit the sites of your c__________ and learn from the strengths and weaknesses

Put yourself in the shoes of your t____ site visitor

Submit your site address to an appropriate n_________ for a critical peer review

How to Build and Maintain an Effective Corporate Site

Gen

era

l

How to Build and Maintain an Effective Corporate Site

3. Be C_________

Keep the same “l____ and f____” across all of your pages

Use consistent n___________ site-wide

4. C________ is the key

Provide the content relevant, valuable, entertaining to the v_______

C___________ the content to the visitor whenever possible

Design elements should e________ the content, not replace

Use technology as a friend, n___ a distracter

Gen

era

l

How to Build and Maintain an Effective Corporate Site

5. T____ to build and modify

Test pages with as many b_________ and p_______ as possible

Test with different d_____ techniques Test to learn about areas of p_______ and

o____________

Gen

era

l

How to Build and Maintain an Effective Corporate Site

6. Don’t forget the need for u________ the site and the b_____ for it

A major redesign is needed on a regular basis (typically o____ in a year)

The annual maintenance budget for a site is at least ____% of the initial cost of building the site

Gen

era

l

How to Build and Maintain an Effective Corporate Site

1. Write your pages for multiple types of Web browsers to provide trouble-free access to the widest possible audience

Consider Netscape, Explore, Lynx, Opera, Web TV, Wireless Cell phones, PDAs or palmtops What you see is not what others get on the Web

Desig

n &

Conte

nt

How to Build and Maintain an Effective Corporate Site

2. N_________ Aids

Provide well-defined c__________ by which users can navigate

Include a s______ feature in the home page

Desig

n &

Conte

nt

How to Build and Maintain an Effective Corporate Site

3. Text

Condense textual content to fit the t____ and a_______ c________ of today’s busy Web users

Don’t’ use too many fonts. T______ & A______ are the safe choices

Don’t use b________ text Spell check and proof-read

Desig

n &

Conte

nt

How to Build and Maintain an Effective Corporate Site

4. Images and Graphics

Don’t use ________ or _________ graphics or animations. All graphics should be in small sizes with the full-size expansion upon the visitor’s interest

When using graphics, provide t_______ alternatives and allow the ____________ part to load first

Desig

n &

Conte

nt

How to Build and Maintain an Effective Corporate Site

5. Use of Color

Don’t use too many colors. T____ or f____ in a page would suffice in most cases

Don’t use d______ background Consider the inherent e________ of color

(r.g., orange, blue, red …) Use consistent color scheme for l____

(b____ for the non-clicked and r____ or m_______ for the clicked)

Desig

n &

Conte

nt

How to Build and Maintain an Effective Corporate Site

6. Use of Links

Don’t add links that cause a new browser window to open

Establish a routine for locating and fixing b_______ Web site links

Organize links by t____ and a___________

Desig

n &

Conte

nt

How to Build and Maintain an Effective Corporate Site

7. Make your point in the top of the pages, the “front screen.” If you don’t, you will lose good prospects

Give every page a relevant page t_____ = URL for the page = wording of the link

Desig

n &

Conte

nt

How to Build and Maintain an Effective Corporate Site

8. Offer ways to communicate directly with the customer; use i__________

Include c_______ i________ (name, email, phone, fax, etc.)

A f________ form in a separate page helps in a lot of ways

A ________ page is a good idea

Desig

n &

Conte

nt

How to Build and Maintain an Effective Corporate Site

9. Use of Music or Audio Files

Opt o___ of m_____ files. Audio files slow your page loads and may irritate many visitors.

If necessary to enhance your content, choose the right music (via target testing) and provide it as an o_____ not a requirement

Desig

n &

Conte

nt

How to Build and Maintain an Effective Corporate Site

10. Include a c_________ notice and a p_________ statement at the bottom of e____ page

11. Include “p_______-friendly pages”

12. Include a__________ of the dated information

Desig

n &

Conte

nt

How to Build and Maintain an Effective Corporate Site

Ban

ner T

ips

Keep it s_________ Grab attention via proper animation, color,

and size Include a c___ to a____, if direct response is

the goal Provide i_________ Pose a question

How to Create an Effective Banner

Ban

ner T

ips

Create a sense of urgency Keep the message close to the

page c_______ Incorporate interactivity Test, Test, Test

How to Create an Effective Banner