The Internet Media Utterz, Mocospace, Twango, Mosh: and Interactive

15
The Internet and

Interactive Media
Utterz, MocoSpace,
Twango, Mosh
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Growth in Internet Advertising
1994 – Advertisements on HotWired
2000-2002 – 25 percent drop
2005 – Internet advertising at

$10 billion
2006 – Internet advertising exceeds

$16.9 billion
Why the rapid adoption of the Internet?
The Web Site
Huggies Goes Beyond Providing Information
Hot Web Sites
Facebook Disney.com
MySpace Veoh
YouTube Funny or Die
TMZ.com Discovery.com
Internet Communications Objectives
Create
Awareness
Gain Generate
Consideration Interest
Create Buzz
Objectives Disseminate
Information
Create an
Stimulate Trial Image
Create a Strong
Brand
Snapple Creates Interest
Using Web Sites to Build Image
Branding is Complicated
Long-term Requires
investment different
strategies
Branding
The costs Requires a

are high broad audience
E-Commerce
Direct
selling of May be
goods and primary
services or
through secondary
the objective
Internet
E-Commerce Trends
E-Commerce
Fast growth in
Rapid growth rates
“downloadable”
likely to continue
purchases
Both consumer and

business-to-business
Ebay is a Popular E-Commerce Site
The Internet and IMC
Advertising
Sales Promotions
The Internet site
should be Personal Selling
integrated with:
Public Relations
Direct Marketing
Advertising on the Internet (Part 1)
Forms of Internet Advertising
Banners Interstitials
Push
Sponsorships Technologies
Pop-ups/
Pop-unders Links
Typical Banner Ads
Advertising on the Internet (Part 2)
Forms of Internet Advertising
•Paid Search Contextual Ads

•Behavioral targeting
Additional Forms
•Rich media
Online commercials Podcasting

Video on demand RSS feeds
Webisodes Blogs
Rich Media
A broad range of interactive digital media

that exhibit dynamic motion, taking advantage
of enhanced sensory features such as video,
audio, and animation.
Online Commercials
Video on Demand
Webisodes
Other Forms
Additional Internet Advertising Forms
Podcasting, RS syndication, Blogs

Sales Promotions on Web Sites
Personal Selling on the Internet
May Replace Reduces cost of personal calls

Personal
Selling Increases potential reach
May Enhance Primary source of information

Personal
Selling Efforts Valuable source of leads
Stimulates trial Improves 1-on-1 relationships
Cross-selling Prospects request sales calls

Public Relations on the Internet
Philanthropists on the Web
Direct Mail (Email)
Direct Mail
(Email)
Often used by
Highly targeted
catalogers
Tries to reach those Relies on

w/specific needs email lists
Internet Infomercials
Program content similar

Infomercials to television, cable or
satellite
Web provides for greater

audience interaction
E-Commerce and Home Shopping
Measures of Effectiveness
Internet-Specific Measures
Cross-Media Optimization
Studies (XMOS)
Traditional Measures
Recall/retention Surveys Tracking
Sales
Sources of Measurement Data
Arbitron
Data
MRI and SMRB
Source
Audit Bureau of Circulation
Internet Advertising Bureau (IAB)
eMarketer
Nielsen Net Ratings
Jupiter MediaMetrics, Inc.

Internet Marketing Pros and Cons
Advantages
Target Marketing Sales Potential
Message Tailoring Creativity
Interactive Capabilities Exposure/Speed
Information Access Complement to IMC

Internet Marketing Pros and Cons
Disadvantages
Measurement problems Privacy
Annoyance Poor reach
Clutter Irritation
Potential for deception

Test Your Knowledge
Interactive TV, interactive CD-ROMs, kiosks, and
interactive phones:
A) Are viewed by businesses as breeches of
consumer rights to privacy
B) Can be used as contributors to an IMC
program
C) Cannot be linked with traditional
advertising media
D) Replace the Internet in most IMC programs
E) Are not viewed as viable elements within
a well-designed IMC program
Additional Interactive Media
Interactive TV— Wireless—

Allows viewers to Communications
interact with the through satellite
program and broadcast systems
advertising or cellular phones

The Internet Media Utterz, Mocospace, Twango, Mosh: and Interactive

Uploaded by

Document Informationclick to expand document informationImc chap15

Document Informationclick to expand document information

Copyright:

Available Formats

The Internet Media Utterz, Mocospace, Twango, Mosh: and Interactive

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

The Internet Media Utterz, Mocospace, Twango, Mosh: and Interactive

Uploaded by

Copyright:

Available Formats

15

The Internet and

1994 – Advertisements on HotWired

2000-2002 – 25 percent drop

2005 – Internet advertising at

2006 – Internet advertising exceeds

YouTube Funny or Die

The costs Requires a

Both consumer and

Forms of Internet Advertising

Forms of Internet Advertising

•Paid Search Contextual Ads

Online commercials Podcasting

A broad range of interactive digital media

Podcasting, RS syndication, Blogs

May Replace Reduces cost of personal calls

May Enhance Primary source of information

Stimulates trial Improves 1-on-1 relationships

Cross-selling Prospects request sales calls

Tries to reach those Relies on

Program content similar

Web provides for greater

Recall/retention Surveys Tracking

Internet Advertising Bureau (IAB)

Nielsen Net Ratings

Jupiter MediaMetrics, Inc.

Target Marketing Sales Potential

Message Tailoring Creativity

Interactive Capabilities Exposure/Speed

Information Access Complement to IMC

Measurement problems Privacy

Annoyance Poor reach

Potential for deception

Interactive TV— Wireless—

You might also like