Task: E-Commerce
Online Advertising Metrics
As an Advertising Director for a direct marketing firm specializing in the legal industry, you are charged with putting together an online advertising purchase. The purpose for the ad is to get law firms to use your company for mailing services to potential clients. You are going to consider advertising on LawMarketing.com, and use hypothetical results to practice advertising metrics commonly used by online advertisers.
First, visit LawMarketing's rate card at the address below and answer the following:
https://www.lawmarketing.com/aboutus/advertising/
• How many visitors does the LawMarketing home page get in a month?
• How many people receive the LawMarketing e-mail newsletter?
Next, you will consider buying either a banner ad on the home page or a text ad in the newsletter.
• What is the size in pixels for a banner ad (see ad standards at Interactive Advertising Bureau to understand pixel sizes) and the cost for this ad on the home page?
• What is a text ad in LawMarketing e-mail newsletter and what is its cost?
• What is the CPM for each of these ads (Banner and Newsletter)?
• Which is a better buy? Why?
• If 100 people clicked on your home page banner, what would your click through rate be?
• What would be the CPC?
• If you got 5 orders from this ad,what would be your conversion rate?
• And your cost per order?
• Is this an effective advertising buy? Why or why not?
Answer these questions in essay format with a title page and headings in APA format.
Frost, R. & Strauss, J.,(2012). E-Marketing. (6th ed). New York: Prentice Hall