INTERNET MARKETING AND ADVERTISING

Day 1

09:00 - 09:15 Introductions and course objectives
09:15 - 09:30 Bulgarian e-market review
- Historical overview of online ads
- Online advertising investment
- Comparison between online and traditional advertising channels
- Segmenting the Internet
- Comparing Bulgarian market with other online markets

09:30 - 10:15 Gemius and Nielsen people metrics systems
- General usage
- Methodology
- Key metrics
- Categories
- Bulgarian Internet user profiles

10:15 - 10:30 Coffee Break

10:30 - 11:30 Online markets in Bulgaria.
- History of Bulgarian online media
- The structure of advertising agencies and media agencies
- Customers and investors online
- Online market interactions

11:30 - 13:00 Online advertising formats.
- Standard ad formats and sizes
- Irregular ad formats and sizes
- Commonly used ad formats in Bulgaria
- International Guidelines

13:00 - 14:00 Lunch

14:00 - 15:30 Online pricing models
- Premium Advertising
- Performance Advertising

15:30 - 15:45 Coffee Break

15:45 - 16:30 Web sites

16:30 - 17:30 Q&A and discussion session


Day 2

09:00 -10:30 Creating online advertising. Defining purpose and objectives of online advertising campaign.
- Target group
- Period
- Budget

10:30 - 10:45 Coffee Break

10:45 - 11:15 Online advertising strategy. Analysis and marketing tools and research.
- Brand awareness
- Attracting Traffic
- Online sales
- Registrations
- Selecting ad format
- Choosing advertising channels

11:15 - 13:00 Media Planning
- Usage
- Content
- Preparation

13:00 - 14:00 Lunch break

14:00 - 14:30 Designing online creative.
- Conceptualising
- Online creative professionals
- Designing online creative

14:30 - 15:00 Choosing landing page.
- What is a landing page?
- Why is it important to think about landing pages?
- What kind of content should a landing page include?

15:00 - 16:30 Monitoring and analysis of online campaigns. Measuring effectiveness online
- Metrics
- Data collection
- Effective and successful online campaigns

16:30 - 17:30 Practical assignments