Adsweaver Advertising Network

Advertising Networks - Cross-Channel Interactive Marketing:
By Gigi DeVault

Advertising networks are shaking up the old order. Just as consumers are taking the helm of marketing, marketers are taking turns steering the advertising vessel. This new dynamic between marketers and advertising agencies is described in a report released by Forrester in March 2010. In the report's Executive Summary, marketing agencies are advised to practice the same sort of adaptability so characteristic of advertising agencies, who continually respond to changes in the market, technology, and the media. According to the Forrester report, social media and the proliferation of digital marketing shops and opportunities have eclipsed mass media as the primary form of marketing communication. The authors suggest that marketing agencies look to strengthen their relationships with advertising agencies that exhibit adaptive attributes. The goal should be dynamic positioning as marketing agencies and advertising agencies rise to meet the challenges of cross-channel interactive marketing.

The growth of online media has been enormous and its reverberations have been felt in advertising, online publishing, and marketing. But, in particular, a major upset has taken place in the advertising realm that has changed the way online media is treated, how it is valued, and how it is sold, bought, and placed. Change in advertising is everywhere, but is perhaps most acutely felt -- as the econsultancy authors put it in the Online Media Report -- by those who are involved in the "delicate marketing process, upsetting the hidebound and often mysterious relationship of buyer and seller." A sea change has been the establishment of platforms: Advertising networks, advertising exchanges, and demand-side platforms (DSP).

Advertising networks are positioned between buyers (advertisers) and sellers (Web publishers), implementing an arbitrage model that works like the "flipping" of real estate. They buy ad...

Advertising Networks - Cross-Channel Interactive Marketing Learn about advertising networks and advertising platforms -- ad networks, ad exchanges, and demand-side platforms -- that are streamlining and...

Email Marketing Pitfalls
by Hannah Wickford, Demand Media Google

Email marketing is an integral part of many companies' online campaigns. In 2011, Forrester Research reported that 88 percent of companies that market to consumers used email as part of their overall strategy. There is more to email marketing than hitting the send button, though, and inexperienced marketers can do more harm than good if they don't research effective email marketing techniques before they start.
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Legal Issues

Any marketer who uses email as a marketing technique, whether they send the emails themselves or hire a third-party company to send them on their behalf, must abide by the regulations set out in the CAN-SPAM Act or risk incurring hefty penalties. The act mandates that marketers cannot use false, misleading or deceptive header information or subject lines in their emails, that they must identify their emails as advertisements and include the company’s location in the email. Every email must also clearly have an opt-out clause that allows recipients to stop any further emails from the company, and that any opt-out requests must be honored quickly.
Frequency

Email marketing usually generates instant results, and it's easy for marketers to get hooked. Be aware of how many emails you send to your customers, as bombarding them with too much information can have an adverse effect. A 2011 survey conducted by ExactTarget concluded that more than 50 percent of people who unsubscribe from email lists do so because they were getting too many emails. In fact, 22 percent of consumers said they stopped purchasing products from a company altogether because they were receiving too many emails or they were receiving emails that were irrelevant to them.

Related Reading: How to Start a Commercial Email Marketing Company
Deliverability

In every email campaign, a percentage of...

Email Marketing Pitfalls Email marketing is an integral part of many companies' online campaigns. In 2011, Forrester Research reported that 88 percent of companies that...

List of Ethical & Legal Issues When Advertising
by David Ingram, Demand Media

The advertising industry operates within strict federal regulations and is monitored by the Federal Trade Commission. Even with truth-in-advertising laws in place, advertisers have significant leeway to violate the ethical standards of a wide range of consumers. Advertisers have to be especially careful to act ethically at all times, taking extra care when advertising to children, advertising potentially harmful products and using psychological tactics to stimulate demand. Having a list of ethical and legal issues at hand when creating advertisements can help you to craft legal, responsible ad messages.
Truth in Advertising

The Federal Trade Commission Act set forth requirements for truth in advertising and created the FTC to enforce the provisions of the act. The Bureau of Consumer Protection's Business Bureau notes that advertisements in the U.S. must by truthful, not deceptive and not unfair. Advertisers must also have evidence available to back up claims they make.

The FTC defines deceitful statements as those that are likely to mislead consumers who act reasonably under normal circumstances and that are likely to affect consumers' purchase decisions. The FTC defines unfair advertisements as those that are likely to cause substantial, unavoidable injury when using a product, unless the injury is outweighed by the provable benefits.
Advertising to Children

Although the FTC places special emphasis on truth-in-advertising laws when applied to children, the law allows for a great deal of unethical behavior here. Former FTC commissioner Roscoe B. Starek states that children are not likely to understand exaggerated statements or images, citing the example that children may believe a toy helicopter to come fully assembled when in fact assembly is required.

This interpretation of the law completely ignores the unethical ramifications of purely legal advertising, such as building brand...

List of Ethical & Legal Issues When Advertising The advertising industry operates within strict federal regulations and is monitored by the Federal Trade Commission. Even with...