Transcript Internet as a Brand Communication Medium

Internet Advertising &
Promotional
Communication
Kuen-Hee Ju-Pak
CSUF
Featuring today . . .in Class 1
The Internet & The Web


What it is
How it works
Alternative Means of Internet Communication
History of the Internet and the Web
The Internet Advantage for Advertisers as an
Advertising & Marcom Medium
Interactive Advertising Terms/Glossary
The Internet: What is
it?
A gigantic, global collection of computer
networks
Linking 6+ million servers in 200+ countries
The Internet: How does it work?
Source:www.howstuffswork.com
The Web: What is it?
A collection of documents that include text,
graphics, sound, and/or video, and often links
to other documents, which in turn link to
others, and to others, ad infinitum - can be
accessed anytime and anywhere
A part of the Net that shows the greatest
potential as an advertising, brand
communication, and commerce medium
The Web: How does it work?
How Web browsers and Web servers use the
Internet to bring pages into your home, school,
office, etc.
Source: www.howstuffworks.com
The Web: How does it work?
How Web browsers and Web servers use the
Internet to bring pages into your home,
school or office

3 parts in URL:
The protocol ("http")
The server name
("www.howstuffworks.com")
The file name ("web-server.htm“)
Other Means of Internet
Communication
E-mail
the most popular means
used to communicate with a person or a
group
not real-time, but delayed communication
info on the recipient necessary (email
address, who they are)
message may contain text or graphic, but
should be short and to the point
Alternative Means of Internet
Communication
Chat
used to communicate with a group
simultaneous, real-time communication
can get immediate feedback on a product,
concept,
may be used as source for viral
communication
whether to reveal or not to reveal the
message source
Alternative Means of Internet
Communication
Instant Messaging
a cross between chat and e-mail
communicate in real time with a list of
people that you wish to interact with.
excellent tool for internal/external
corporate communication
information on the recipient necessary
(the more the better)
Alternative Means of Internet
Communication
Newsgroup
continuous, decentralized public
discussion about a particular topic
not real time, but delayed communication
used to communicate with people with
similar interest. – excellent targeting
opportunities
may provide extensive information about
the relevant topic.
Alternative Means of Internet
Communication
Discussion Forums/Groups
similar to newsgroups, a community
discussing a particular topic
kept on a single server, maintained and
moderated by the originator
good for trying out new concepts
excellent targeting opportunities
beware of public’s concern about
spamming
Alternative Means of Internet
Communication
Listserve
a type of broadcast e-mail.on a
specific topic (email newsletters)
excellent targeting opportunities
non-interactive one-way
communication
History of The Internet & The
Web
The Net established thirty-plus years ago
The Web developed in 1990
Before the Web, files sent or received in textonly format
With the Web, any text, graphics, sound, and
video sent or received in the desired format
to anyone who uses any type of computer in
any country in the world
History of The Internet & The Web
The fastest growing medium in history
Over 10 million servers & Over 6 million .com
sites
200+ million US users (2006) & 400+ million
active users worldwide (2006); concentrated in
North America, Western Europe, and Asia
Rapid growth in advertising expenditure (from
$ < 2 billion in 1998, $4.3 billion in 1999, $8.2
billion in 2000, to $6.3 billion in 2002, to $12.6
billion in 2005 and $17.9 billion in 2006)
The Internet Advantage as an
Advertising and Brand
Communication Medium
Multimedia Capacity
24-Hours-a-Day Delivery
Audience Selectivity & Targeting
Integrated Marketing Communication (IMC)
and Direct Marketing Opportunities
The Internet Advantage as an
Advertising / Brand
Communication Medium
Directly Measurable Effects
Market Research Potential
Global Reach Potential
Interactivity
Flexibility in the Amount of Information
Presented
Internet Advertising Terms &
Glossary
A tour of IAB Terms and Glossary
Go to
http://www.iab.net/resources/glossary.asp
Glossary of Interactive Advertising Terms
under Resources & Research, Interactive
Advertising Basics at www.iab.net