The Internet and Interactive Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
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Transcript of The Internet and Interactive Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
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The Internet and Interactive MediaThe Internet and Interactive Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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2005 – Internet advertising exceeds $10 billion
2005 – Internet advertising exceeds $10 billion
1993 – World Wide Web1993 – World Wide Web
1994 – Advertisements on HotWired1994 – Advertisements on HotWired
1969 - ARPANET1969 - ARPANET
1994 – Advertisements on HotWired1994 – Advertisements on HotWired
1993 – World Wide Web1993 – World Wide Web
1969 - ARPANET1969 - ARPANET
Growth in Advertising Expenditures on the Internet
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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The Rapid Adoption of the Internet
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Godaddy.com Offers Affordable Web Presence
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
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CommunicationCommunicationCommunicationCommunication
ContactContact
CommerceCommerce
ConstructionConstruction
ContentContent
CommunityCommunity
CustomizationCustomization
CommunityCommunity
ContentContent
ConstructionConstruction
CommerceCommerce
ContactContact
The Website
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Web Design Issues
Web Design Issues
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Huggies Goes Well Beyond Providing Information
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Yahoo Touts Medical Benefits of Shopping Online
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
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Create Awareness
Create Awareness
Create an ImageCreate an Image
Generate Interest
Generate Interest
Disseminate Information
Disseminate Information
Stimulate TrialStimulate Trial
Create a Strong Brand
Create a Strong Brand
Create a Strong Brand
Create a Strong Brand
Create an ImageCreate an Image
Disseminate Information
Disseminate Information
Generate Interest
Generate Interest
Create Awareness
Create Awareness
Internet Communications Objectives
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ObjectivesObjectives
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Snapple Uses the Internet to Create Interest
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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A Website Used for Image Building
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Which of the following is NOT a valid objective for a marketer who is employing the Internet as a communications vehicle?
A) to create an image B) to generate interest C) to disseminate information D) to prevent price wars E) to create awareness
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Internet Sales Objectives- E-commerce
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
May be primaryor secondary
objective
May be primaryor secondary
objective
The direct selling of goods and
services through the Internet
The direct selling of goods and
services through the Internet
The direct selling of goods and
services through the Internet
The direct selling of goods and
services through the Internet
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Rapid growth rates likely to continue
Rapid growth rates likely to continue
Rapid growth rates likely to continue
Rapid growth rates likely to continue
Fast growth in “downloadable”
purchases
Fast growth in “downloadable”
purchases
Fast growth in “downloadable”
purchases
Fast growth in “downloadable”
purchases
E-Commerce on the Web
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
E-CommerceE-Commerce
Both consumer and business-to-businessBoth consumer and
business-to-business
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ebay Is a Well Known E-Commerce Site
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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AdvertisingAdvertising
Sales PromotionsSales Promotions
Personal SellingPersonal Selling
Public RelationsPublic RelationsPublic RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionsSales Promotions
AdvertisingAdvertising
Integrating the Internet into an IMC Program
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Direct MarketingDirect Marketing
The Internet site should be
integrated with:
The Internet site should be
integrated with:
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BannersBanners
SponsorshipsSponsorships
Pop-ups/Pop-undersPop-ups/
Pop-unders
Push Technologies
Push Technologies
LinksLinks
InterstitialsInterstitials
BannersBanners
SponsorshipsSponsorships
Pop-ups/Pop-undersPop-ups/
Pop-unders
InterstitialsInterstitials
Push Technologies
Push Technologies
Integrating the Internet – Advertising Part 1
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet Advertising
Has a Variety of Forms:
Internet Advertising
Has a Variety of Forms:
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Typical Banner Ads
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Paid SearchPaid Search
Behavioral Targeting
Behavioral Targeting
Contextual AdsContextual Ads
Additional FormsAdditional Forms
Rich MediaRich Media
Paid SearchPaid Search
Behavioral Targeting
Behavioral Targeting
Contextual AdsContextual Ads
Rich MediaRich Media
Integrating the Internet – Advertising Part 2
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet Advertising
Has a Variety of Forms:
Internet Advertising
Has a Variety of Forms:
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Rich Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Online CommercialsOnline CommercialsOnline CommercialsOnline Commercials
Video on DemandVideo on DemandVideo on DemandVideo on Demand
WebisodesWebisodesWebisodesWebisodes
Other FormsOther Forms
“A broad range of interactive digital media that exhibit dynamic motion, taking advantage of
enhanced sensory features such as video, audio, and animation.”
“A broad range of interactive digital media that exhibit dynamic motion, taking advantage of
enhanced sensory features such as video, audio, and animation.”
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PodcastingPodcastingPodcastingPodcasting Really Simple Syndication (RSS)
Really Simple Syndication (RSS)
Really Simple Syndication (RSS)
Really Simple Syndication (RSS)
Additional Internet Advertising Forms
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Latest MediaLatest Media
BlogsBlogs
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Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CDW Computer Centers sells computer equipment to small- and mid-sized businesses. Its Web site provides in-depth information on its products, its customer service, its shipping policies, and its suppliers. Like most business-to-business sites, the primary objective of this Web site is to:
A) create a sustainable competitive advantage
B) create an image C) disseminate information D) replace advertising in trade journals E) prevent price wars
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National Association of RealtorsUses TV and the Internet
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Sales Promotions Are Common on Websites
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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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
Personal Selling on the Internet
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
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Public Relations on the Internet
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Philanthropists on the Web
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Often used by catalogers
Often used by catalogers Highly targetedHighly targeted
Relies onemail listsRelies onemail listsRelies onemail listsRelies onemail lists
Highly targetedHighly targetedOften used by catalogers
Often used by catalogers
Direct Marketing and the Internet:Direct Mail (Email)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Attempts to reach those with specific
needs
Attempts to reach those with specific
needs
Direct Mail(Email)
Direct Mail(Email)
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Program content similar to television, cable or satelliteProgram content similar to television, cable or satelliteProgram content similar to television, cable or satelliteProgram content similar to television, cable or satellite
Infomercials on the World Wide Web
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
InfomercialsInfomercials
Web provides for greater audience interaction
Web provides for greater audience interaction
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Measures of Effectiveness
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet-Specific MeasuresInternet-Specific Measures
SurveysSurveys
Cross-Media Optimization Studies (XMOS)
Cross-Media Optimization Studies (XMOS)
SalesSales
Recall/retentionRecall/retention TrackingTracking
Traditional MeasuresTraditional Measures
SurveysSurveys
SalesSales
Recall/retentionRecall/retention
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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.
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
ArbitronArbitron
Sources of Measurement Data
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Data SourceData
Source
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Internet Advantages and Disadvantages
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Target MarketingTarget Marketing
Message TailoringMessage Tailoring
Interactive CapabilitiesInteractive Capabilities
Information AccessInformation Access
Sales PotentialSales Potential
CreativityCreativity
Exposure/SpeedExposure/Speed
AdvantagesAdvantages DisadvantagesDisadvantages
Complement to IMCComplement to IMC
Poor reachPoor reach
IrritationIrritation
AnnoyanceAnnoyance
Potential for deceptionPotential for deception
Measurement problemsMeasurement problems
ClutterClutter
PrivacyPrivacy
Target MarketingTarget Marketing
Message TailoringMessage Tailoring
Interactive CapabilitiesInteractive Capabilities
Information AccessInformation Access
Sales PotentialSales Potential
CreativityCreativity
Exposure/SpeedExposure/Speed
Complement to IMCComplement to IMC
Poor reachPoor reach
AnnoyanceAnnoyance
Potential for deceptionPotential for deception
Measurement problemsMeasurement problems
ClutterClutter
PrivacyPrivacy
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Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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) will replace the Internet in most IMC programs
E) are not viewed as being viable elements within a well-designed IMC program
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Interactive TV—Allows the Viewer to Interact With the Television
Program and Advertising
Interactive TV—Allows the Viewer to Interact With the Television
Program and Advertising
Interactive TV—Allows the Viewer to Interact With the Television
Program and Advertising
Interactive TV—Allows the Viewer to Interact With the Television
Program and Advertising
Additional Interactive Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Wireless—Communications to Users Through Satellite Broadcast Systems or
Cellular Phone Systems
Wireless—Communications to Users Through Satellite Broadcast Systems or
Cellular Phone Systems