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    © 2004 The Mcgraw-Hill Companies, Inc. All Rights Reserved. Mcgraw-Hill/Irwin

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    Amith Raj
    This document discusses digital interactive media and direct mail advertising. It explores factors considered when using these channels, including opportunities and challenges. Several types of internet and direct mail advertising are defined and their costs and pros and cons are assessed. Metrics for measuring internet audiences and ad performance are also examined.

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    © 2004 The Mcgraw-Hill Companies, Inc. All Rights Reserved. Mcgraw-Hill/Irwin

    Uploaded by

    Amith Raj
    21 views22 pages
    This document discusses digital interactive media and direct mail advertising. It explores factors considered when using these channels, including opportunities and challenges. Several types of internet and direct mail advertising are defined and their costs and pros and cons are assessed. Metrics for measuring internet audiences and ad performance are also examined.

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    This document discusses digital interactive media and direct mail advertising. It explores factors considered when using these channels, including opportunities and challenges. Several types of internet and direct mail advertising are defined and their costs and pros and cons are assessed. Metrics for measuring internet audiences and ad performance are also examined.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    21 views22 pages

    © 2004 The Mcgraw-Hill Companies, Inc. All Rights Reserved. Mcgraw-Hill/Irwin

    Uploaded by

    Amith Raj
    This document discusses digital interactive media and direct mail advertising. It explores factors considered when using these channels, including opportunities and challenges. Several types of internet and direct mail advertising are defined and their costs and pros and cons are assessed. Metrics for measuring internet audiences and ad performance are also examined.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 22

    McGraw-Hill/Irwin

    2004 The McGraw-Hill Companies, Inc. All rights reserved.

    Chapter 17
    Using Digital Interactive Media and Direct Mail
    Explores the important factors advertisers weigh when considering digital interactive media and direct mail

    Objectives
    Discuss the opportunities and challenges of digital interactive media Debate the pros and cons of the Internet as an advertising medium Explain how Internet advertising is sold and how much it costs Assess which kinds of mailing lists are best Explain the evolution of interactive media Define the various kinds of Internet advertising Enumerate the various types of direct-mail advertising Categorize the costs associated with directmail advertising

    Digital Interactive Media


    6 5 4 3 2 1 0 Web Ad Spending ($billions) 1996 1998 1999 2000 2001

    Internet as a Medium
    Evolution of the Internet
    Commercial online services
    World Wide Web Provider
    Home pages Web Browser Web pages Internet Service

    Internet Search Engines


    Website addresses

    The Internet Audience


    Who uses the Net?

    How people access the Net


    Narrowband Broadband

    Cable Modem
    DirecPC

    DSL
    WebTV

    perception, Exchanges Types satisfaction Advertising of Internet


    Websites
    Web page

    Banners and Buttons


    Banner Button Rich media ad Interstitial Rich mail

    perception, Exchanges Types satisfaction Advertising of Internet


    Websites
    Banners and Buttons

    Sponsorships and added-value packages Search engine marketing


    Meta ad

    perception, Exchanges Types satisfaction Advertising of Internet


    Search engine marketing Classified ads E-mail advertising
    Spam Customer retention and relationship management (CRM) Viral marketing

    perception, Exchanges Types satisfaction Advertising of Internet


    Search engine marketing Classified ads E-mail advertising Problems with the Internet as an advertising medium
    Using the Internet in IMC

    Pros and Cons of Internet Advertising


    Pros
    Interactive Medium
    Enormous audience Immediate response Selective targeting

    In-depth information
    Rapidly growing industry Reaches BTB users Advertorials Virtual storefront

    Proximity to purchase
    Affluent market

    Pros and Cons of Internet Advertising


    Cons
    Security and privacy Global marketing limits Untested medium Targeting costs

    Slow downloads

    Exchanges theperception, Measuring Internet satisfaction Audience


    Seeking standardization
    Ad request Click rate

    Promise of enhanced tracking


    Cookies

    perception, Exchanges Buying Time and Space on the satisfaction Internet


    Pricing methods
    Keyword purchase Click-throughs Affiliate marketing programs

    perception, Exchanges Buying Time and Space on the satisfaction Internet


    Pricing methods
    Cost of targeting

    Stretching out the dollars


    Ad networks

    perception, Exchanges Global satisfactionthe Internet Impact of


    Online ad spending: $71 billion
    Online Ad Spending
    Africa
    Asia/Pacific

    U.S. Europe

    Canada

    Latin Am Middle East

    perception, Exchanges Other Interactive Media satisfaction


    CD-ROM Catalogs and magazines Kiosks Interactive TV

    Direct Mail Advertising: The Addressable Medium


    Growth of direct mail Types of direct mail
    E-mail Broadsides

    Sales letters
    Postcards Business reply mail Folders and brochures

    Self-mailers Statement stuffers


    House organs Catalogs

    Direct Mail Advertising: The Addressable Medium


    Growth of direct mail Types of direct mail Using direct mail in the media mix

    Pros and Cons of Direct-Mail Advertising


    Pros
    Selectivity Coverage and reach Flexibility Personal Impact Exclusivity Response

    Control

    Testability

    Pros and Cons of Direct-Mail Advertising


    Cons
    Selectivity problems Negative attitudes Environmental concerns High cost per exposure Delivery problems

    Lack of content support

    Buying Direct Mail Advertising


    Acquiring direct-mail lists
    House lists Compiled lists Mail-response lists

    Production and handling


    Letter shop

    Distribution

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