2. 1
>>
CE
O
SA
FACEM
ASTAZI?
ADMINISTRATIVE
• Introduceri
/
name
tags
• Detalii
administra3ve
• Prezentarea
curiculei
• Prezentarea
sistemului
de
invatare
CURS
• Obiec3ve/
asteptari
• Introducere
in
adver3sing/comunicare
online
• Istoria
mediului
online
• Terminologie
de
baza
3. 1
>>
SA
NE
CUNOASTEM,
DECI…
• Cine
sunt
si
cu
ce
ma
ocup?
– Bogdana
Butnar,
consultant
de
marke3ng
digital
– Lucrez
la
Google
Romania
in
pozi3a
de
Industry
Manager
• Ce
background
profesional
am?
– Lucrez
in
adver3sing
de
11
ani
si
in
mediul
online
de
5
– Am
inceput
ca
Specialist
Comunicare
la
TRG
– Am
un
master
in
marke3ng
de
la
LondonMet
• De
ce
sunt
aici?
– Experienta
de
predare
• Ce
pasiuni/hobby-‐uri
am?
– Pasiunile
mele
sunt:
onlineul,
bloggingul,
lectura
si
designul
de
mobila
5. 1
>>
DETALII
ADMINISTRATIVE
• Cursul
dureaza
intre
2:00
–
2:30
• Luam
o
pauza
de
10
minute
pentru
relaxare/fumat
dupa
prima
ora
+30min
• Pagina
de
Facebook
à
GO
Comunicare
Online
• Grup
de
mailing
à
Google
Groups
• Intrebari,
teme,
exerci3i
– Intrebarile
sunt
permise
in
orice
moment
al
cursului
– Fiecare
curs
are
la
final
o
tema
care
este
“due”
pana
in
dimineata
zilei
ANTERIOARE
cursului
– Fiecare
curs
are
un
studiu
de
caz
– Studiile
de
caz
prega3te
VOLUNTAR
de
studen3
se
premiaza
cu
car3
de
la
Editura
Curtea
Veche
6. 1
>>
DETALII
ADMINISTRATIVE
• Programul
cursurilor:
in
fiecare
miercuri
de
la
18:30
– Flexibilitate
– Weekenduri
– Absente
si
recuperare
cursuri
• Sistemul
de
invatare
– Predare
– Intrebari
– Teme
– Fara
examen
– Gamifica3on:
PBL
• Handouts
si
no3te
7. 1
>>
DETALII
ADMINISTRATIVE
GAMIFICATION
à
PBL
system
• Points
– 1
good
ques3on
=
1
point
– 1
good
homework
=
10
points
– 1
interes3ng
helpful
fact
=
3
points
– 1
spoaed
=
5
points
– 1
good
ar3cle
shared
=
8
points
• Bagdes
=
car<!
• Leaderboards
–
publicat
saptamanal
pe
pagina
de
facebook
– based
on
points/
ongoing
11. 1
>>
INTREBARI
ESENTIALE
• Ce
este
Internetul?
• Ce
inseamna
online?
• Ce
inseamna
digital?
• Ce
inseamna
marke3ng?
• Ce
inseamna
comunicare?
• Ce
inseamna
adver3sing/publicitate?
12. 1
>>
SCURTA
INSTORIE
A
INTERNETULUI
• ARPANET,
Vinton
Cerf
–
TCP/IP,
Tim
Berners
Lee
–
hap/www
protocols
• Browserul
Mosaic,
Netscape
si
razboaiele
browserelor
• Microsoe,
Apple
si
conceptul
de
PC
• 1994
se
vine
primul
banner
ad
(AOL)
21. 1
>>
DICTIONAR
DE
TERMENI
• AIDA
– An
approach
to
understanding
how
adver3sing
and
selling
supposedly
work.
The
assump3on
is
that
the
consumer
passes
through
several
steps
in
the
influence
process.
First,
Aaen3on
must
be
developed,
to
be
followed
by
Interest,
Desire,
and
finally
Ac3on
as
called
for
in
the
message.
Another,
but
similar,
scheme
was
developed
by
Lavidge
and
Steiner
in
1961,
later
to
be
dubbed
the
AIDA:
Hierarchy
of
Effects
Model
by
Palda
in
1966.
This
approach
involves
the
hierarchy
of
effects:
awareness,
knowledge,
liking,
preference,
convic3on,
and
finally
purchase
in
that
order.
Note
the
similarity
to
the
adop3on
process.
• Ad
-‐
The
name
used
to
indicate
an
adver3sing
message
in
the
print
media.
• Ad
Clicks
-‐
Number
of
3mes
users
click
on
an
ad
banner.
• Ad
Copy
– The
main
text
of
a
clickable
search
or
context-‐served
ad.
It
usually
makes
up
the
second
and
third
lines
of
a
displayed
ad,
between
the
Ad
Title
and
the
Display
URL.
Source:
SEMPO
• Ad
Groups
-‐
A
group
of
ads
within
a
Campaign.
• Ad
Scheduling
– is
the
prac3ce
of
scheduling
the
day
into
several
parts,
during
each
of
which
a
different
adver3sing
rule
is
applied
based
on
adver3sing
objec3ve,
budget,
and
compe3tors
• Ad
Title
-‐
The
first
line
of
text
displayed
in
a
clickable
search
or
context-‐served
ad.
22. 1
>>
DICTIONAR
DE
TERMENI
• A/B
Tes<ng-‐
– is
randomly
showing
a
visitor
one
version
of
a
page-‐
(A)
version
or
(B)
version-‐
and
tracking
the
changes
in
behavior
based
on
which
version
they
saw.
(A)
version
is
normally
your
exis3ng
design
("control"
in
sta3s3cs
lingo);
and
(B)
version
is
the
"challenger"
with
one
copy
or
design
element
changed.
In
a
"50/50
A/B
split
test,"
you're
flipping
a
coin
to
decide
which
version
of
a
page
to
show.
A
classic
example
would
be
comparing
conversions
resul3ng
from
serving
either
version
(A)
or
(B),
where
the
versions
display
different
headlines.
A/B
tests
are
commonly
applied
to
clicked-‐on
ad
copy
and
landing
page
copy
or
designs
to
determine
which
version
drives
the
more
desired
result.
• Adver<sing
network
– An
Internet
business
model
where
adver3sers
go
to
one
source
to
buy
adver3sing
on
several
Web
sites
at
once
through
run-‐of-‐category
and
run-‐of-‐network
buys.
• Affiliate
marke<ng
– An
online
marke3ng
strategy
that
involves
revenue
sharing
between
online
adver3sers/merchants
and
online
publishers/salespeople.
Compensa3on
is
typically
awarded
based
on
performance
measures
such
as
sales,
clicks,
registra3ons
or
a
combina3on
of
factors.
• Ad
blocking
– Soeware
available
to
Internet
users
that
blocks
the
appearance
of
adver3sing
on
Web
pages.
Typically,
these
programs
suppress
so-‐called
pop-‐up
and
pop-‐under
ads.
• Above
the
fold
– A
term
borrowed
from
print
newspapers
that
references
the
top
por3on
of
a
Web
page
that
is
visible
without
scrolling.
Web
designers
typically
recommend
that
important
informa3on
should
be
included
above
the
fold.
23. 1
>>
DICTIONAR
DE
TERMENI
• Affiliate
network
– Any
of
a
number
of
businesses
that
provide
support
services
to
affiliate
marke3ng
programs.
Services
can
include
tracking
commissions
and
ac3vity,
providing
marke3ng
and
sales
support,
or
other
services.
•
Auc<on
Model
Bidding
– The
most
popular
type
of
PPC
bidding.
First,
an
adver3ser
determines
what
maximum
amount
per
click
they
are
willing
to
spend
for
a
keyword.
If
there
is
no
compe33on
for
that
keyword,
the
adver3ser
pays
their
bid,
or
less,
for
every
click.
If
there
is
compe33on
at
auc3on
for
that
keyword,
then
the
adver3ser
with
the
highest
bid
will
pay
one
penny
more
than
their
nearest
compe3tor
• AXribu<on
–
the
prac3ce
of
assigning
a
conversion
to
an
ac3on
• Avatar
-‐
A
digital
representa3on
of
a
user
in
a
virtual
reality
site.
• Average
Page
Depth
-‐
The
average
number
of
pages
on
a
site
that
visitors
view
during
a
single
session.
• Average
Response
Value
-‐
The
average
revenue
value
of
each
click,
calculated
as
total
revenue
divided
by
total
clicks.
• Analy<cs
– A
feature
that
allows
you
to
understand
a
wide
range
of
ac3vity
related
to
your
website
and
your
online
marke3ng
ac3vi3es.
Using
analy3cs
provides
you
with
informa3on
to
help
op3mize
your
campaigns,
ad
groups,
and
keywords,
as
well
as
your
other
online
marke3ng
ac3vi3es,
to
best
meet
your
business
goals.
24. 1
>>
DICTIONAR
DE
TERMENI
• Banner
– Banners
various
size
/pixels
ad
space
on
commercial
Web
sites
that
are
usually
"hot-‐linked"
to
the
adver3ser's
site.
• Beta
– This
term
has
migrated
from
computer
and
soeware
development,
and
it
is
usually
used
as
"beta
site."
It
means
test
site
or
test
version.
Beta
is
not
the
finally
version
of
a
product
or
web
site,
but
it's
close
enough
to
show
in
public
and
work
the
bugs
out.
• Click
-‐
The
opportunity
for
a
visitor
to
be
transferred
to
a
loca3on
by
clicking
on
an
ad,
as
recorded
by
the
server.
• Click-‐Through
Rate
– Percentage
of
3mes
a
user
responded
to
an
adver3sement
by
clicking
on
the
ad
buaon/banner.
At
one
3me
the
granddaddy
of
Web-‐marke3ng
measurements,
click-‐through
is
based
on
the
idea
that
online
promo3ons
that
do
what
they're
intended
to
do
will
elicit
a
click.
CTR
is
one
metric
Internet
marketers
use
to
measure
the
performance
of
an
ad
campaign.
• Bid
-‐
The
maximum
amount
that
you
are
willing
to
pay
for
a
click.
• Content
Network
– A
group
of
Web
sites
that
agree
to
show
ads
on
their
site,
served
by
an
ad
network,
in
exchange
for
a
share
of
the
revenue
generated
by
those
ads.
• Contextual
Adver<sing
– Adver3sing
that
is
targeted
to
a
Web
page
based
on
the
page's
content,
keywords,
or
category.
Ads
in
most
content
networks
are
targeted
contextually.
25. 1
>>
DICTIONAR
DE
TERMENI
• Conversion
Rate
– This
is
the
percentage
of
your
clicks
that
generate
sales
or
leads..
This
number
is
given
by
dividing
the
number
of
sale/leads
by
the
number
of
clicks
you
send
to
the
offer.
For
example,
if
100
clicks
generated
100
visitors
to
your
site,
and
they
generate
5
sales/leads
then
your
conversion
rate
would
be
20%
• Cookie
– A
file
on
your
computer
that
records
informa3on
such
as
where
you
have
been
on
the
World
Wide
Web.
The
browser
stores
this
informa3on
which
allows
a
site
to
remember
the
browser
in
future
transac3ons
or
requests.
Since
the
Web's
protocol
has
no
way
to
remember
requests,
cookies
read
and
record
a
users
browser
type
and
IP
address,
and
store
this
informa3on
on
the
users
own
computer.
The
cookie
can
be
read
only
by
a
server
in
the
domain
that
stored
it.
Visitors
can
accept
or
deny
cookies,
by
changing
a
seqng
in
their
browser
preferences.
• CTR
-‐
Click
Through
Rate
• Impression
(Ad
Impression
or
Page
Impression)
– The
ad
impression
is
the
metric
a
site
uses
for
measuring
inventory.
Different
defini3ons
exist
for
this
term:
1.
The
viewing
of
a
page
or
ad(s)
by
the
user.
The
assump3on
is
that
the
page
or
ad
images
were
successfully
downloaded
and
the
user
viewed
the
page
or
ads
on
the
page
are
recorded
whether
or
not
a
user
clicks
on
an
ad.
2.The
request
for
a
page
or
ad.
Agencies
usually
collect
a
fee
for
every
thousand
impressions
(hence
the
term
CPM
Ð
cost
per
thousand).
26. 1
>>
DICTIONAR
DE
TERMENI
• CPA
-‐
Cost
Per
Ac3on.
A
form
of
adver3sing
where
payment
is
dependent
upon
an
ac3on
that
a
user
performs.
The
ac3on
could
be
making
a
purchase,
signing
up
for
a
newsleaer,
or
asking
for
a
follow-‐up
call.
An
adver3ser
pays
a
set
fee
to
the
publisher
based
on
the
number
of
visitors
who
take
ac3on.
Many
affiliate
programs
use
the
CPA
model.
• CPC
-‐
Cost
Per
Click.
Also
called
Pay
per
Click
(PPC).
A
performance-‐based
adver3sing
model
where
the
adver3ser
pays
a
set
fee
for
every
click
on
an
ad.
The
majority
of
text
ads
sold
by
search
engines
are
billed
under
the
CPC
model.
• CPL
-‐
Cost
Per
Lead
• CPM
-‐
CPM
is
the
cost
per
thousand
for
a
par3cular
site.
An
adver3ser
that
charges
every
3me
an
ad
is
displayed
to
a
user,
whether
the
user
clicks
on
the
ad
or
not.
The
fee
is
based
on
every
1,000
ad
impressions
(M
is
the
Roman
numeral
for
1,000).
Most
display
ads,
such
as
banner
ads,
are
sold
by
CPM.
• CPS
-‐
Cost
Per
Sale
• CPT
-‐
Cost
Per
Transac3on
27. 1
>>
DICTIONAR
DE
TERMENI
• Inters<<al
-‐
– Means
"something
in
between"
and
is
a
page
that
is
inserted
in
the
normal
flow
of
content
between
a
user
and
a
site.
An
Inters33al
Ad
is
an
"intrusive"
ad
unit
that
is
spontaneously
delivered
without
specifically
being
requested
by
a
user.
Blocking
the
site
behind
it,
Inters33al
Ads
are
designed
to
grab
consumers'
aaen3on
for
the
few
nanoseconds
it
takes
them
to
close
the
window.
Inters33al's
can
be
full
pages
or
small
daughter
windows.
Also
referred
to
as
"pop-‐ups.”
• Inventory
– The
number
of
ads
available
for
sale
on
a
Web
site.
Ad
inventory
is
determined
by
the
number
of
ads
on
a
page,
the
number
of
pages
containing
ad
space
and
the
number
of
page
requests.
• IP
address
– Internet
Protocol
address.
Every
system
connected
to
the
Internet
has
a
unique
IP
address,
which
consists
of
a
number
in
the
format
A.B.C.D
where
each
of
the
four
sec3ons
is
a
decimal
number
from
0
to
255.
Most
people
use
Domain
Names
instead
and
the
resolu3on
between
Domain
Names
and
IP
addresses
is
handled
by
the
network
and
the
Domain
Name
Servers.
With
virtual
hos3ng,
a
single
machine
can
act
like
mul3ple
machines
(with
mul3ple
domain
names
and
IP
addresses).
•
Keyword
– A
word
-‐-‐
or
oeen
phrase
-‐-‐
used
to
focus
an
online
search.
A
keyword
is
a
database
index
entry
that
iden3fies
a
specific
record
or
document.
Keyword
searching
is
the
most
common
form
of
text
search
on
the
web.
Most
search
engines
do
their
text
query
and
retrieval
using
keywords.
Unless
the
author
of
the
web
document
specifies
the
keywords
for
her
document
(this
is
possible
by
using
meta
tags),
it's
up
to
the
search
engine
to
determine
them.
Essen3ally,
this
means
that
search
engines
pull
out
and
index
words
that
are
believed
to
be
significant.
Words
that
are
men3oned
towards
the
top
of
a
document
and
words
that
are
repeated
several
3mes
throughout
the
document
are
more
likely
to
be
deemed
important.
28. 1
>>
DICTIONAR
DE
TERMENI
• Keyword
Matching
– In
Google
Ad
Words,
there
are
four
different
keyword
matching
op3ons,
each
specifying
a
different
way
for
a
keyword
to
interact
with
search
queries.
With
some
op3ons,
you'll
enjoy
more
ad
impressions;
with
others,
you'll
get
fewer
impressions
(but
poten3ally
more
targeted
clicks).
By
applying
the
appropriate
matching
op3ons
to
your
keywords,
you
can
best
meet
your
ROI
goals.
• Keyword
Bidding
– Keyword
Bidding
is
the
process
or
method
used
by
search
engines
marketers
to
determine
the
ranking
of
paid
keywords
results
in
AOL,
Google,
MSN,
Yahoo,
and
other
search
engines
that
require
pay
per
click
adver3sing
to
determine
your
ranking
and
posi3oning
in
their
search
results
and
in
content
results
on
networked
partners'
sites.
• Link
Building
– The
process
of
geqng
quality
Web
sites
to
link
to
your
Web
site,
in
order
to
improve
search
engine
rankings.
Link
building
techniques
can
reciprocal
linking,
entering
barter
arrangements,
and
may
include
buying
links.
• Link
Popularity
– A
measure
of
inbound
links.
Several
search
engines
have
included
this
factor
into
their
algorithms,
the
most
notable
being
Goggle
with
their
trademarked
PageRank.
• Opt
in/Opt
out
– An
email
marke3ng
promo3on
that
typically
gives
consumers
an
opportunity
to
"opt
in"
(taking
ac3on
to
be
part
of
the
promo3on)
or
to
"opt
out"
(taking
ac3on
to
not
be
part
of
the
promo3on).
Marketers
can
be
sensi3ve
about
the
dis3nc3on,
although
many
are
secretly
anxious
about
the
day
when
email,
like
real-‐world
direct
mail,
becomes
an
opt-‐out
medium.
29. 1
>>
DICTIONAR
DE
TERMENI
• Page
Views
– Number
of
3mes
a
user
requests
a
page
that
may
contain
a
par3cular
ad.
A
page
is
defined
as
any
file
or
content
delivered
by
a
web
server
that
would
generally
be
considered
a
web
document
• Pay-‐per-‐Click
– An
adver3sing
pricing
model
in
which
adver3sers
pay
agencies
based
on
how
many
consumers
clicked
on
a
promo3on.
Condemned
by
adver3sers
and
agencies
alike
for
its
many
marke3ng
vagaries
and
technical
loopholes.
• Pay-‐per-‐Impression
– An
adver3sing
pricing
model
in
which
adver3sers
pay
agencies
based
on
how
many
consumers
see
their
promo3ons.
• Pay-‐per-‐Sale
– An
adver3sing
pricing
model
in
which
adver3sers
pay
agencies
based
on
how
many
consumers
actually
buy
something
as
a
direct
result
of
the
promo3on.
Despised
by
agencies
for
the
wretched
accountability
it
brings
to
their
lives.
• Reach
– Unique
Web
users
that
visited
the
site
over
the
course
of
the
repor3ng
period,
expressed
as
a
percent
of
the
universe
for
the
demographic
category.
Also
called
unduplicated
audience
• Unique
Users
– The
total
number
of
different
users,
or
different
computer
terminals
which
have
visited
a
Web
site.
This
is
measured
using
advanced
tracking
technology
or
user
registra3on.
30. 1
>>
DICTIONAR
DE
TERMENI
• ROI
– Return
on
investment
=
(Revenue
-‐
Cost)/
Cost,
expressed
as
a
percentage.
A
term
describing
the
calcula3on
of
the
financial
return
on
a
Internet
marke3ng
or
adver3sing
ini3a3ve
that
incurs
some
cost.
Determining
ROI
and
the
actual
ROI
in
Internet
marke3ng
and
adver3sing
has
been
much
more
accurate
than
television,
radio,
and
tradi3onal
media.
• SEM
-‐
Search
Engine
Marke<ng
– The
process
of
building
and
marke3ng
a
site
with
the
goal
of
improving
its
posi3on
in
search
engine
results.
SEM
includes
both
search
engine
op3miza3on
(SEO)
and
pay
per
click
adver3sing
(PPC),
as
well
as
using
all
other
areas
and
services
offered
by
Search
Engines.
• SEO
– Search
Engine
Op3miza3on
is
the
ongoing
process
of
making
a
site
and
its
content
highly
relevant
for
both
search
engines
and
searchers.
SEO
includes
technical
tasks
to
make
it
easier
for
search
engines
to
find
and
index
a
site
for
the
appropriate
keywords,
as
well
as
marke3ng-‐focused
tasks
to
make
a
site
more
appealing
to
users.
Successful
search
marke3ng
helps
a
site
gain
top
posi3oning
for
relevant
words
and
phrases.
• SERP
– Search
Engine
Results
Page.
The
page
searchers
see
aeer
they've
entered
their
query
into
the
search
box.
This
page
lists
several
Web
pages
related
to
the
searcher's
query,
sorted
by
relevance.
Increasingly,
search
engines
are
returning
blended
search
results,
which
include
images,
videos,
and
results
from
specialty
databases
on
their
SERPs.
• Visits
– A
sequence
of
requests
made
by
one
user
at
one
site.
If
a
visitor
does
not
request
any
new
informa3on
for
a
period
of
3me,
known
as
the
"3me-‐out"
period,
then
the
next
request
by
the
visitor
is
considered
a
new
visit.
To
enable
comparisons
among
sites,
I/PRO
uses
a
30-‐minute
3me-‐out.
31. 1
>>
CURSUL
URMATOR
• Concepte
fundamentale
pentru
intelegerea
comunicarii
online
– tehnologii,
– limbaje
de
programare,
– site/microsite/profil
– mobil/tableta
– responsive
design/e-‐commerce
– Conversii/Analy3cs
32. 1
>>
TEMA
CURSUL
1
• Alege3
un
termen
din
cu3e
si
prega33
o
explica3e
detaliata
a
lui
pentru
urmatorul
curs
33. 1
>>
First
click/last
click
aaribu3on
Responsive
design
Aplica3e
Permission
Marke3ng
Rich
Media
Bounce
Rate
Microbloggin
g
Sistem
de
operare
Retea
de
socializare
RSS
Feed
Rezultate
organice/
natural
lis3ngs
Palnia
de
conversie/
conversion
funnel
Returning
visitors
Black
Hat/
White
Hat
Meta
search
engine
CRM
–
Customer
Rela3onship
Management
IAB
Page
Rank
Tracking
code
CMS
–
content
management
system
