Transcript APCh15

The Internet and
Interactive Media
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Features of the Internet
Electronic mail (e-mail)
Usenet
Telnet
File transfer protocol (ftp)
Internet
Features
Hypertext transfer protocol (http)
Client server
Gopher
Wide Area Information Server (WAIS)
World Wide Web (WWW)
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet Participants
Senders
Internet
Advertisers
Sponsors
Receivers
Users
Internet
e-Commerce
Merchants
Shoppers
Customers
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Adoption Curve for the Web and Other Media
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The Website
Where information
is made available
by the provider
Must Be:
–Interesting
–Current
–Easy to navigate
–Involving
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Cheerios Uses Its Package to Drive
Consumers to Its Web Site
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Ameritrade Uses Television to Drive
Consumers to Their Site
*Click outside of the video screen to advance to the next slide
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Huggies Homepage Appeals to Mothers
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Internet Communications Objectives
To Create
Awareness
To Generate
Interest
To Stimulate Trial
Objectives
To Create a
Strong Brand
To Disseminate
Information
To Create an
Image
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Snapple Uses the Internet to Create Interest
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Xerox Uses the Web to Develop an Image
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Skyy Blue Redefines the Traditional Website
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Internet Sales Objectives- E-commerce
The Direct Selling
of Goods and
Services Through
the Internet
May Be Primary
or Secondary
Objective
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E-Commerce on the Web
E-Commerce
Rapid Growth Rates
Likely to Continue
Fast Growth in
“Downloadable”
Purchases
Both Consumer and
Business-to-business
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ebay Is a Well Known E-Commerce Site
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Integrating the Internet into an IMC Program
Advertising
Sales Promotions
The Internet site
should be
integrated with:
Personal Selling
Public Relations
Direct Marketing
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Integrating the Internet--Advertising
Banners
Sponsorships
Internet
Advertising
Has a Variety of
Forms:
Pop-ups/
Pop-unders
Interstitials
Push
Technologies
Links
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Typical Banner Ad
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National Association of Realtors
Uses TV and the Internet
*Click outside of the video screen to advance to the next slide
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Keebler Uses Sales Promotions
on Their Website
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Personal Selling on the Internet
May Replace
Personal Selling
Reduces High Cost
of Personal Calls
Vastly Increases
Potential Reach
May Enhance Personal
Selling Efforts
Provides Quick,
Easy, Information
to Prospects
May Help to
Enhance Customer
Data Bases
May Improve Oneon-one
Communications
May Be a Source of
Leads
May Stimulate Trial
of the Goods or
Service
May Serve As a
Sales Conference
Medium
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Public Relations on the Internet
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iVillage has Numerous Sponsorship Partners
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Direct Marketing and the
Internet:Direct Mail
Often Used by
Catalogers
Highly Targeted
Direct Mail
(Email)
Attempts to Reach
Those With
Specific Needs
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Relies on
Email Lists
Infomercials on the World Wide Web
Infomercials
Program Content Similar to
Television, Cable or Satellite
Web Provides for Greater
Audience Interaction
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Measures of Effectiveness
Tracking
Surveys
Online
Measuring
Panels
Sales
Recall and
Retention
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Sources of Measurement Data
Arbitron
Data
Source
MRI and SMRB
Audit Bureau of Circulation
Internet Advertising Bureau (IAB)
eMarketer
Nielsen Net Ratings
Jupiter MediaMetrics, Inc.
Business 2.0 and Fast Company
Internet Advertising Report & office.com
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Internet Advantages and Disadvantages
Advantages
Disadvantages
Target Marketing
Measurement problems
Message Tailoring
Websnarl
Interactive Capabilities
Clutter
Information Access
Potential for deception
Sales Potential
Privacy
Creativity
Limited production quality
Exposure
Poor reach
Speed
Irritation
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Additional Interactive Media
Interactive TV—Allows the Viewer to
Interact With the Television
Program and Advertising
Wireless—Communications to Users
Through Satellite Broadcast Systems or
Cellular Phone Systems
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin