muhammad waqas interactive and alternative media lecture 22
TRANSCRIPT
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Interactive and Alternative Media
Lecture 22
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Recap
I. Chapter Key PointsII. Interactive MediaIII. The Internet
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10 - 3
The Internet
The Internet Audience• The Internet is the leading tool for information
searching by all ages• Teens spend more time online than any other
age group
Measuring Audiences• Hits– The number of times a particular site is visited
• Click-through– The number of people who click on a banner ad
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10 - 4
Internet Advertising
Advantages• Relatively inexpensive• Can also deliver business• Advertisers can customize and personalize
messages• Can provide sales leads or actual sales
Disadvantages• Inability of experts to consistently produce
effective ads and to measure their effectiveness
• Clutter may even be worse than in other media
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10 - 5
The Web in International Advertising
• Not everyone around the globe has the access or ability to use the Internet
• Advertising and sales promotion laws differ from country to country
• Language barriers• Exchange rates• Technological differences among worldwide
Internet audiences
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10 - 6
E-Mail Advertising
• Spam– Unsolicited messages sent to e-mail in-boxes
• Opt-in– Bulk e-mailers have to get permission to send
• Opt-out– E-mailers have to have an option to say no to
further e-mails• Viral Marketing– Uses e-mail to circulate a message among family
and friends
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10 - 7
Alternative and New Media
Advertainment• When companies integrate brands into the
content of shows• Also called branded entertainment• Situational ads– Harder for the viewer to dismiss as ads – Product is a character in the program
New Internet Practices• Brand experiences on the Web– Companies making their Web sites more engaging
and entertaining• Webisodes– Recurring episodes in a developing story– Blends advertising and entertainment to attract
audiences
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10 - 8
Alternative and New Media
Video Games• Opportunities to create online games as well
as place products within video games• Planners and buyers are asking for
standardized independent data that prove effectiveness
Wireless Communication• Links the common phone to a computer• The most important change in communication
systems in the new millennium
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10 - 9
Alternative and New Media
Nonelectronic New Media
• Ads appearing in unexpected new placesGuerrilla Marketing
• Unconventional marketing communication activities
• Intended to get a buzz on a limited budget
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Play…
1. Tic Tac Gorilla Marketing2. The Last Exorcism GM3. Born Mobile bus stop4. TNT Drama
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Summary
I. The InternetII. Internet AdvertisingIII. E-Mail AdvertisingIV. Alternative and New Media
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Reference
• Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.