Chapter Objectives To explore the different ways the Internet can be used for IMC. To review the...
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Chapter Objectives • To explore the different ways the Internet can be used for IMC. • To review the strengths and limitations of the Internet and interactive media.
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Transcript of Chapter Objectives To explore the different ways the Internet can be used for IMC. To review the...
Chapter Objectives
• To explore the different ways the
Internet can be used for IMC.
• To review the strengths and limitations
of the Internet and interactive media.
Internet
A worldwide means of exchanging information and communicating through a series of interconnected computers.
A worldwide means of exchanging information and communicating through a series of interconnected computers.
Internet into an IMC Program
AdvertisingAdvertising
Sales PromotionsSales Promotions
Personal SellingPersonal Selling
Public RelationsPublic RelationsPublic RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionsSales Promotions
AdvertisingAdvertising
Direct MarketingDirect Marketing
The Internet site should be
integrated with:
The Internet site should be
integrated with:
Internet Marketing
All marketing functions conducted on the Internet.All marketing functions conducted on the Internet.
Internet Communication Objectives
To Build a Brand Image
To Build a Brand Image
To Disseminate Information
To Disseminate Information
To Create AwarenessTo Create Awareness
ObjectivesObjectives
The Internet and IMC
Advertising
TransactionVehicle
Ads
Support
E-Commerce
Proctor and Gamble
Initial Question:What will we use the Internet for?
Commercials
Evolved into current uses:
www.tide.com
www.pg.com/
Examples of Banner Ads
Support
VIAGRA® (sildenafil citrate) is the #1 prescribed medicine VIAGRA® (sildenafil citrate) is the #1 prescribed medicine for erectile dysfunction (ED) in the U.S. and has been used for erectile dysfunction (ED) in the U.S. and has been used by nearly 10 million men. At this site—which has had by nearly 10 million men. At this site—which has had 7,751,000 visits—you can learn how VIAGRA can help you 7,751,000 visits—you can learn how VIAGRA can help you treat your ED, whether it be occasional or more frequent. treat your ED, whether it be occasional or more frequent. Get information on how to: Get information on how to:
Support Site
Sales Promotions on the Internet
Using the Web to Develop an Image?
E-Commerce
Any kind of commercial activity which is electronically facilitated.
Any kind of commercial activity which is electronically facilitated.
Focuses of Online Marketing Efforts
Personal Selling on the Internet
Vastly Increases Potential Reach
Vastly Increases Potential Reach
Reduces High Cost of Personal Calls
Reduces High Cost of Personal Calls
Provides Quick, Easy, Information
to Prospects
Provides Quick, Easy, Information
to Prospects
May Be a Source of Leads
May Be a Source of Leads
May Improve One-on-one
Communications
May Improve One-on-one
Communications
May Improve One-on-one
Communications
May Improve One-on-one
Communications
May Be a Source of Leads
May Be a Source of Leads
Provides Quick, Easy, Information
to Prospects
Provides Quick, Easy, Information
to Prospects
Vastly Increases Potential Reach
Vastly Increases Potential Reach
Reduces High Cost of Personal Calls
Reduces High Cost of Personal Calls
May Replace Personal Selling
May Replace Personal Selling
May Enhance Personal Selling Efforts
May Enhance Personal Selling Efforts
May Serve As a Sales Conference
Medium
May Serve As a Sales Conference
Medium
May Help to Enhance Customer
Data Bases
May Help to Enhance Customer
Data Bases
May Stimulate Trial of the Goods or
Service
May Stimulate Trial of the Goods or
Service
May Stimulate Trial of the Goods or
Service
May Stimulate Trial of the Goods or
Service
May Help to Enhance Customer
Data Bases
May Help to Enhance Customer
Data Bases
Public Relations on the Internet
Direct Marketing on the Internet
Relies onEmail ListsRelies on
Email Lists
Highly TargetedHighly TargetedAttempts to Reach
Those With Specific Needs
Attempts to Reach Those With
Specific Needs
Direct Mail(Email)
Direct Mail(Email)
Permission-Based Commercial E-Mail
Measuring Internet Effectiveness
• Variety of methods, most of which can be done electronically.
• Fully measuring communication effects is an emerging trend.
Communication Effects Measures
Online Measuring
Online Measuring
PanelsPanels
Recall and Retention
Recall and Retention
SurveysSurveys
TrackingTracking
SalesSales
Measuring Communication
Effects
Measuring Communication
Effects
Online Measuring
Online Measuring
PanelsPanels
Recall and Retention
Recall and Retention
SurveysSurveysSalesSales
Sources of Measurement Data
ArbitronArbitron
MRI and SMRBMRI and SMRB
Audit Bureau of CirculationAudit Bureau of Circulation
Internet Advertising Bureau (IAB)Internet Advertising Bureau (IAB)
eMarketereMarketer
Nielsen Net RatingsNielsen Net Ratings
Jupiter MediaMetrics, Inc.Jupiter MediaMetrics, Inc.
Business 2.0 and Fast CompanyBusiness 2.0 and Fast Company
Internet Advertising Report & office.comInternet Advertising Report & office.com
MRI and SMRBMRI and SMRB
Audit Bureau of CirculationAudit Bureau of Circulation
Internet Advertising Bureau (IAB)Internet Advertising Bureau (IAB)
eMarketereMarketer
Nielsen Net RatingsNielsen Net Ratings
Jupiter MediaMetrics, Inc.Jupiter MediaMetrics, Inc.
Business 2.0 and Fast CompanyBusiness 2.0 and Fast Company
ArbitronArbitron
Data SourceData
Source
Poor reachPoor reach
Internet Marketing
Target MarketingTarget Marketing
Message TailoringMessage Tailoring
Interactive CapabilitiesInteractive Capabilities
Information AccessInformation Access
Sales PotentialSales Potential
CreativityCreativity
ExposureExposure
StrengthsStrengths LimitationsLimitations
SpeedSpeed
Limited production qualityLimited production quality
Measurement problemsMeasurement problems
IrritationIrritation
Potential for deceptionPotential for deception
Privacy concernsPrivacy concerns
ClutterClutter
Target MarketingTarget Marketing
Message TailoringMessage Tailoring
Interactive CapabilitiesInteractive Capabilities
Information AccessInformation Access
Sales PotentialSales Potential
CreativityCreativity
ExposureExposure
SpeedSpeed
Limited production qualityLimited production quality
Measurement problemsMeasurement problems
Potential for deceptionPotential for deception
Poor reachPoor reach
ClutterClutter
Privacy concernsPrivacy concerns
