1.
Attention-getting
in ads on the web has the same strategy as TV.
Many websites are simply lures
-- as TV programs are -- to deliver an audience
to advertisers.
Advertisers first need to get an audience
to a specific URL address: by creating attractive or useful websites
(travel, ticketing, games, etc.); by placing key descriptor terms in the
source code so that Search Engines will locate it; by getting a strategic
location, by renting space and links at the "portals" (such
as AOL, Earthlink, Yahoo) where people enter the network.
Nobody goes online to read the ads. But, whatever attracts
an audience (entertainment, contests, games, giveaways, free services, information,
news) will also attract advertisers who want to put their banners, buttons,
popups, and other ads on the same screen.
Most well-visited, high-profile, high-traffic sites today are known for their
"cool" features: graphics, motion, music, interactivity, and audience
involvement.
Even though many people are annoyed by the growing intrusion of ads, we will see more, not
less, advertising on the web in the future. Precise targeting and delivering specific audiences is now possible and will cause increasing privacy problems.
w2.
Confidence-building on the web generally uses the
same techniques seen in other ads.
Notice the online presenters (as "authority figures"
or "friend figures"), confidence words and images. But, on the web,
well-known or "established" companies (such
as amazon.com), brand names and logos are becoming increasingly important.
However, be aware of several major problems still unsolved:
1. - online credibility
or trustworthiness of some information sources, because many good-looking
websites are created by cranks, crazies, and criminals;
2 - the hidden bias of many Search Engines and Portals which give special priority
in listing search results (recommendations and links) to those companies which
pay them for such services (google.com is the recommended search engine because
it clearly identifies its "Sponsored Links").
3 - the security of online financial transactions (often dangers in credit card
use, identity theft);
4 - the possibility of electronic system crashes, viruses.
w3.
Desire-stimulating claims in ads made online are the same as seen on TV.
See product-centered claims (e.g.
12 kinds) and audience-centered claims
(e.g. 24 kinds).
However, the kinds of products are likely to differ, depending on the
audiences addressed.
w4.
Urgency-Stressing pleas are more common online than in other places.
Urgency pleas can use words (HURRY, ACT NOW, RUSH, LAST CHANCE, DEADLINE
) or nonverbals : ticking clocks, beating drums, quickening tempo in
music, staccato sounds, countdowns, or images of motion.
Urgency is basically concerned with time, but can also be clustered
with ideas of scarcity (only a few left) and availability (chance,
opportunity). E-bay and other online auctions and home shopping sites often
use such timed urgency pleas.
Most urgency claims seek an emotional response, to rush us
to buy something, to do something, or to believe something without careful thinking
about it.
The urgency appeal creates an anxiety
within us that we might lose a benefit if we don't
act immediately.
w5.
Response-Seeking
is the easiest, most efficient part of the online persuasion process.
With a simple click or a keystroke, the transaction can be
made instantly. Response prompts on the screen can be intensified by
the text color (usually blue underline), text size,
borders, location, blinking, and so on.
ORDER | CLICK | GO TO | SUBMIT
| E-MAIL US | YES | OK | SEND ME | BUY
Web ads (WWW) are like TV ads
in many ways.