1. What is involved in producing a commercial?

There are as many approaches to producing commercials, as there are commercials, so the sky is the limit! Production of a typical: 30 commercial involves planning, copy writing, shooting time, editing time, design, and production of graphics, an announcer, and more. The value of production varies greatly depending on your concept, and the technical manipulations necessary to produce it.

2. What, in your opinion, is the most effective form of Internet advertising?

In my opinion, ezine advertising is the most effective form of advertising used on the Internet. Not only is it cost-effective, but it also provides a great way to reach your target audience.

The key to using ezine advertising effectively is to target your audience and track your response. You must test the effectiveness of both your ad and the publication in which you are advertising. This will enable you to determine which ads are pulling the most response, and which publications are providing you with the highest response rates.

3. When designing advertising banners, is there a size used on the Internet?

Yes, here are the standard banner and button sizes used on the Internet.

=> Standard Banner Sizes: 468x60, 234x60, 120x240

=> Standard Button Sizes: 125x125, 120x60, 88x31

4. Can you tell me how to test the effectiveness of banners?

To test the effectiveness of your banners, divide the number of exposures by the number of click through. Example Formula:

100 exposures divided by 25 click through = 4:1 ratio

A 4:1 ratio specifies that the banner is clicked on once for every four exposures. The lower the number of exposures compared to the click through, the better.

5. I know that ezine advertising is an effective form of advertising, but can you tell me about some other advertising options?

There are many forms of advertising options in the Internet. For example, there are a number of programs referred to as "Pay Per" programs. These programs include pay-per-click, pay-per-lead, and pay-per-sale. Pay-per-click programs will enable you to advertise to your target audience and only pay for results -- you pay a set amount for each visitor that is sent to your web site. The most popular pay-per-click program is the pay-per-click Search Engines.

Pay-per-lead programs will enable you to pay only for leads. These leads may be potential customers that fill out a registration form, enter a sweepstakes, or download a free product trial. Pay-per-sales programs are simply affiliate programs. Affiliates are paid a set commission for each qualifying sale.

In addition to the above Pay-Per programs, you can purchase pay-per-click banner ads. Several companies online will place your banner within their network and charge you a set fee for each click through.

Another popular advertising technique used on the Internet is pop-windows. Although the effectiveness of pop-windows has declined (due to software programs that prevent them from loading), pop-windows can still be an effective advertising tool.

6. Which banners were the most and least effective?

Here is how the banners preformed:

3.0% - Static banner with blue underlined text

2.2% - Static banner with text and a drop down box image with submit button

1.0% - Static banner with text and the words "Click Here"

0.9% - Animated banner with a text ad 0.2% - Static banner with a text ad

7. How can we know how much to spend on advertising?

To know how much to spend on Advertising, first we need to establish our advertising budget, and then we should set our monthly expenditures accordingly.

8. How can we evaluate the effectiveness of advertising?

In order to determine the success of advertising, we must have measures in place that can determine the return of advertising investment

9. How can we learn more about, target audience?

Understanding the target customer guides us in making the right advertising decisions, from what to say to which medium to use.

10. How can we evaluate the efficiency of different media?

The true evaluative tool to compare the efficiency of one medium to another is cost per thousand or CPM.

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