Annotated+Bibliography

= **Annotated Bibliography** =


 * Article Title: Online Advertising **
 * Article Source: [] **
 * Article Author(s): M/Cyclopedia of New Media **
 * Reviewed by: Vanessa Holding **


 * Abstract: This article is from a wiki based website that is similar to the better known Wikipedia, but this site is dedicated to topics revolving around new media. The entry on Online Advertising provides an in-depth look into the capabilities and advantages that marketing on the web can provide advertisers. It begins with a brief introduction and definition of online advertising, and also provides a distinction between legitimate advertising, and illegitimate, also known as spamming. The examples given for online advertising are limited here to spyware/adware, web banner, web portal, weblog, interactive broadband commercial, rich advertising (ex. flash, shockwave) and online promotional tools like e-mail marketing, although it states there are many more examples out there. The article then looks at the benefits of some of these strategies, like customization features which allow greater personalization of advertisements, and also how targeting specific consumers can aid marketing through tools such as Search Engine Optimization. Some of the ways in which advertisements are dealt with like (PPC) pay per click are discussed, and the places they are commonly found are web portals and affiliate programs. The article also deals with how to measure the effectiveness of online advertising through things like page views, click-through rates, and referrals. The last significant aspect of the article talks about some issues revolving around privacy and ethics due to the openness of the Web. Overall, this webpage can be a very valuable tool for those who are beginning to get an understanding of what online marketing is, the possibilities, the benefits of it, and things to avoid doing. **


 * Tags: online advertising, web banner, blog, SEO, PPC, e-mail marketing, rich advertising, RSS, privacy & ethics, interactive media, spyware, customization. **

** Article Title: How to see Media Spend, Site Traffic, and Social Media Activity in One Report ** ** Article Source: [] ** ** Article Author(s): Eric Melchor ** ** Reviewed by: Vanessa Holding **

** Abstract: This article is meant for advertisers, or as stated in the first sentence, a marketing manager, who is dealing with multiple aspects of a campaign strategy or aspects of a website, and needs a place to be able to read multiple data charts in one dashboard. When creating an online campaign there are numerous aspects that need to be accounted for before execution of the campaign, and then also the analysis afterwards. The article discusses why a media dashboard where you and your advertising team can view and account for all the separate parts of the campaign strategy in one spot is ideal. It even gives readers a link to a place where you can download that kind of dashboard. There are eight basic charts that Melchor suggests for a websites online campaign, including, website activity, website referrals, offline activity, media spend, monthly media mix, digital activity, QR code activity, and social media activity. Of course they are only suggestions, and the content will be transformed for each specific campaign purpose. Melchor states that it is simple enough that anyone with basic Excel skills could handle it fine. This type of tool can give advertisers/marketers a better comprehension of varying details like money spent in the campaign and click-through rate of certain advertisements, and can also aid in looking at the bigger picture, like overall effectiveness. This article and attached software will be useful once you begin to develop a complex and integrated online media campaign. **

** Tags: interactive dashboard, reports, marketing manager, digital spending, page views, referring sites, media spend, campaign. **