Transcript Chapter Ten: Interactive and Alternative Media

Interactive and
Alternative Media
Part 3: Effective Advertising Media
Chapter 10
Chapter Outline
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VI.
Chapter Key Points
Interactive Media
The Internet
Internet Advertising
E-Mail Advertising
Alternative and New Media
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Key Points
• Determine the difference between interactive media
and more conventional mainstream media
• Explain how the Internet works as a business and as
marketing communications
• Discuss how Internet advertising works
• Discuss how e-mail advertising works
• Show how the different forms of interactive and
alternative media are changing the way advertising
works
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Interactive Media
• Communication systems that permit two-way
communication
• Believed to be the most persuasive type of
communication available to marketers
• Not limited to the Internet – also includes
telephone and e-mail
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The Internet
• The Internet
– A linked system of international computer
networks
• The World Wide Web
– The information interface that allows people to
access the Internet through an easy-to-use
graphical format
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E-Business and Marketing
Communication
• E-business
– All the hardware,
software, and computer
know-how that provides
a platform for businesses
that use the Internet to
sell products
• Providing information
• Collecting information
• The Internet and privacy
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The Internet and Marketing
Communication
• Intranet
– Internal communication
systems that connect
employees
• Extranets
– Communication systems
that connect a company
and its employees to key
external stakeholders
• Web sites
• Advertising resources
– Search engines
– Search marketing
– B2B ad networks
• Chat rooms
• Blogs
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Internet Advertising
Primary Purposes
• Provide a brand
reminder message
• Deliver informational
or persuasive message
• Drive traffic
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Types of Internet Ads
Banner ads
Skyscrapers
Pop-ups/Pop-behinds
Minisites
Superstitials
Rich media
Streaming video
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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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Internet Advertising
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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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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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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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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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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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Alternative and New Media
Nonelectronic New Media
• Ads appearing in
unexpected new places
Guerrilla Marketing
• Unconventional
marketing
communication
activities
• Intended to get a buzz
on a limited budget
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