chapter15
DESCRIPTION
The Internet and Interactive Media: Utterz, MocoSpace, Twango, MoshTRANSCRIPT
![Page 1: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/1.jpg)
The Internet and Interactive Media
Utterz, MocoSpace, Twango, Mosh
The Internet and Interactive Media
Utterz, MocoSpace, Twango, Mosh
15
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
![Page 2: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/2.jpg)
Growth in Internet Advertising
2006 – Internet advertising exceeds $16.9 billion
2006 – Internet advertising exceeds $16.9 billion
2000-2002 – 25 percent drop2000-2002 – 25 percent drop
2005 – Internet advertising at$10 billion
2005 – Internet advertising at$10 billion
1994 – Advertisements on HotWired1994 – Advertisements on HotWired
![Page 3: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/3.jpg)
Why the rapid adoption of the Internet?
![Page 4: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/4.jpg)
The Web Site
![Page 5: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/5.jpg)
Huggies Goes Beyond Providing Information
![Page 6: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/6.jpg)
Hot Web Sites
MySpace
YouTube
TMZ.com
Disney.com
Veoh
Funny or Die
Discovery.com
![Page 7: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/7.jpg)
Internet Communications Objectives
ObjectivesObjectives
Create Awareness
Create Awareness
Create a Strong Brand
Create a Strong Brand
Generate Interest
Generate Interest
Disseminate Information
Disseminate Information
Create an Image
Create an ImageStimulate TrialStimulate Trial
Create BuzzCreate Buzz
Gain Consideration
Gain Consideration
![Page 8: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/8.jpg)
Snapple Creates Interest
![Page 9: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/9.jpg)
Using Web Sites to Build Image
![Page 10: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/10.jpg)
Branding is Complicated
Requires different
strategies
Requires different
strategies
Requires a broad audience
Requires a broad audience
The costs are high
The costs are high
Long-term investmentLong-term investment
BrandingBranding
![Page 11: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/11.jpg)
E-Commerce
May be primary
or secondary objective
May be primary
or secondary objective
Direct selling of
goods and services through
the Internet
Direct selling of
goods and services through
the Internet
![Page 12: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/12.jpg)
E-Commerce Trends
E-CommerceE-Commerce
Both consumer and business-to-businessBoth consumer and
business-to-business
Rapid growth rates likely to continue
Rapid growth rates likely to continue
Fast growth in “downloadable”
purchases
Fast growth in “downloadable”
purchases
![Page 13: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/13.jpg)
Ebay is a Popular E-Commerce Site
![Page 14: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/14.jpg)
The Internet and IMC
AdvertisingAdvertising
Sales PromotionsSales Promotions
Personal SellingPersonal Selling
Public RelationsPublic Relations
Direct MarketingDirect Marketing
The Internet site should be
integrated with:
The Internet site should be
integrated with:
![Page 15: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/15.jpg)
Advertising on the Internet (Part 1)
BannersBanners
SponsorshipsSponsorships
Pop-ups/Pop-undersPop-ups/
Pop-unders
Push Technologies
Push Technologies
LinksLinks
InterstitialsInterstitials
Forms of Internet AdvertisingForms of Internet Advertising
![Page 16: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/16.jpg)
Typical Banner Ads
![Page 17: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/17.jpg)
Advertising on the Internet (Part 2)
•Paid Search•Behavioral targeting•Rich media
•Paid Search•Behavioral targeting•Rich media
Contextual AdsAdditional Forms
Contextual AdsAdditional Forms
Forms of Internet AdvertisingForms of Internet Advertising
PodcastingRSS feeds
Blogs
PodcastingRSS feeds
Blogs
Online commercialsVideo on demand
Webisodes
Online commercialsVideo on demand
Webisodes
![Page 18: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/18.jpg)
Rich Media
Online CommercialsOnline Commercials
Video on DemandVideo on Demand
WebisodesWebisodes
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.
![Page 19: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/19.jpg)
Additional Internet Advertising Forms
Podcasting, RS syndication, BlogsPodcasting, RS syndication, Blogs
![Page 20: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/20.jpg)
Sales Promotions on Web Sites
![Page 21: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/21.jpg)
Personal Selling on the Internet
Cross-sellingCross-selling
Valuable source of leadsValuable source of leads
Increases potential reachIncreases potential reach
Reduces cost of personal callsReduces cost of personal callsMay Replace Personal Selling
May Replace Personal Selling
May Enhance Personal
Selling Efforts
May Enhance Personal
Selling Efforts
Prospects request sales callsProspects request sales calls
Improves 1-on-1 relationshipsImproves 1-on-1 relationships
Primary source of informationPrimary source of information
Stimulates trialStimulates trial
![Page 22: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/22.jpg)
Public Relations on the Internet
![Page 23: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/23.jpg)
Philanthropists on the Web
![Page 24: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/24.jpg)
Direct Mail (Email)
Direct Mail(Email)
Direct Mail(Email)
Often used by catalogers
Often used by catalogers
Tries to reach those w/specific needs
Tries to reach those w/specific needs
Highly targetedHighly targeted
Relies onemail listsRelies onemail lists
![Page 25: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/25.jpg)
Internet Infomercials
Program content similar to television, cable or
satellite
Program content similar to television, cable or
satelliteInfomercialsInfomercials
Web provides for greater audience interaction
Web provides for greater audience interaction
![Page 26: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/26.jpg)
E-Commerce and Home Shopping
![Page 27: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/27.jpg)
Measures of Effectiveness
Internet-Specific MeasuresInternet-Specific Measures
SurveysSurveys
Cross-Media Optimization Studies (XMOS)
Cross-Media Optimization Studies (XMOS)
SalesSales
Recall/retentionRecall/retention TrackingTracking
Traditional MeasuresTraditional Measures
![Page 28: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/28.jpg)
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.
Data SourceData
Source
![Page 29: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/29.jpg)
Internet Marketing Pros and Cons
Target MarketingTarget Marketing
Message TailoringMessage Tailoring
Interactive CapabilitiesInteractive Capabilities
Information AccessInformation Access
Sales PotentialSales Potential
CreativityCreativity
Exposure/SpeedExposure/Speed
Advantages
Complement to IMCComplement to IMC
![Page 30: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/30.jpg)
Internet Marketing Pros and Cons
Measurement problemsMeasurement problems
AnnoyanceAnnoyance
ClutterClutter
Potential for deceptionPotential for deception
Privacy Privacy
Poor reachPoor reach
IrritationIrritation
Disadvantages
![Page 31: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/31.jpg)
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
![Page 32: Chapter15](https://reader035.vdocuments.site/reader035/viewer/2022081404/558c86dfd8b42a01078b46b6/html5/thumbnails/32.jpg)
Additional Interactive Media
Interactive TV—Allows viewers to interact with the
program and advertising
Wireless—Communications through satellite
broadcast systems or cellular phones