• Range: 69% - 101%
• Mean: 86.6%
• Median: 87%
• Mode: 88%
Grade Distribution Test #2
All Strat plans have?
Split Run: 2 versions of same ad
Circulation vs. readership
Multiple of 2- 3
Copywriting for outdoor?
% of people who read body copy?
Insight mining: “A-ha” moments?
Doubled in size/planes
Old fashioned medicinal to modern an flavorful
Using visuals to convey extreme taste
60% increase in sales
500% in 12 key markets
Sold brand for $1.46 billion!
Most important decision in pre-production?
High Production Values
Long life span
Good for complex
Lack of flexibility/long
Lack of immediacy
Contextual Functions of
– Businesses sell products, manage
• Information Role
– Online publishing, encyclopedias
• Entertainment Role
– Games, fashion, music, videos,
YouTube, SecondLife (avatars)
• Social Role
– MySpace Facebook
• Dialogue Role
– Create two-way communication
– Create buzz or word of mouth
between customers and potential
Types of Sites
Content (News, Information, Entertainment)
Top Worldwide Websites
Top 10 US Web Sites March 2009
Top 10 US Web Sites March 2009
Where is Twitter?
The Daily Beast—Debbie Fink
The Most-Visited Content Site
• Started as a group of
favorite Web sites
by two Stanford
• About 122 million
visitors per month
Yahoo’s latest news
Purposes of Internet
Brand reminder to people
visiting a Web site
Like an ad in traditional
information or a persuasive
Driving traffic to the Web
site by enticing people to
click on a banner or button
Internet Advertising Formats
“Click through” rates are 1–7%
Extra-long, skinny ads down the side
of a Web site; response rates can be
10 times traditional banner ads
Pop-ups and pop-behinds
Intrusive, annoying, less common
Don’t have to leave current site;
response rates about 5%
20-second video commercial
41% of on-line spend (#1); 19% (#2)?
Display (e.g., banners)?
The most popular web activity: 77%?
Second most: 63%?
Animation Boosts Click-Throughs
• Use of technology
like Flash and Java
script can double
• Games, contests,
• It’s inexpensive and easy
• Permission marketing—asking potential
consumers permission to send email.
– Opt in and opt out
• Viral marketing—uses email to circulate a
message among family and friends.
• Spam—bulk email; unsolicited messages sent to
• Can be profitable.
Opt-in and opt-out strategies make mass email more
acceptable because customers give permission to marketers
to contact them.
Nike Subsite Targets Women
• Nikewomen.com addresses the specific training,
shopping, and information needs of women
involved in high-performance athletics.
Internet Advertising Issues
– Feedback is rapid, but with no standards for measurement.
– Hits, viewers, unique viewers, and page views don’t offer
insight about motivation or attention.
– Consumer response is measured by click-throughs.
– Internet measurement may become more like TV with
daypart data, and reach and frequency tools.
• Internet Targeting and Privacy
– Cookies track your movements online and report back to
site owners who store or sell your information.
– Privacy policies outline how/if data is collected and used.
Companies that keep track of their customers’ online
behavior are better able to personalize their advertising
Changes and Trends
• Increased bandwidth makes it easier to download
rich media images.
• Rich media is interactive ads that use sound, still
images, and full-motion video.
• Streaming video is moving images transmitted
online and received through modems to computers.
Internet Advertising Advantages
• Relatively inexpensive.
• Reaches people who aren’t watching TV or reading
• Internet advertising is easy to track and effective at
reaching highly targeted audiences.
• Advertisers can customize and personalize
• For B2B, can provide sales leads or actual sales.
• Small companies can easily and economically
“look big” and compete with larger companies.
• Strategic and creative experts aren’t able to
consistently produce effective ads and to
measure their effectiveness.
• Clutter may even be worse than in other
• New media
– New electronic forms of media
• Alternative media
– Nontraditional or unexpected
communication tools and events
• Because teens are often the first
to use new media forms, finding
new media is especially important
for advertisers trying to reach the
The media person’s search for new ways to deliver
messages is just as creative as the creative person’s search
for new advertising ideas.
• Unconventional, low-budget
• Get people where they live
and work and play, create a
• Intended to create buzz on a
• Usually has limited reach but
potential high “targetability”
• 2007 Cartoon Network’s
Aqua Teen Hunger Force
promo created a bomb scare
• When companies integrate
brands into the theme of TV
– FedEx in Castaway
– GEICO cavemen show
• Also called branded
• Situational or contextual ads
– Embedded in specific
– Harder for the viewer to
dismiss as ads
– Product is a character in the
• A developing, major new medium for
advertisers to target 12- to 34-year-old
males (some girls).
• Opportunities to create online games as
well as place products within video
• Planners and buyers are asking for
standardized independent data that prove
Wi-Fi and Mobile Marketing
• Cell phones feature new
products like graphic
faceplates and specialty
ring tones, and can play
videos supported by
• Mobile marketing uses
wireless media to deliver
content and encourage
• Text messaging and instant
• Hybrid technologies like
Nonelectronic New Media
• Ads are appearing on backs
of toilet stalls, eggs cartons,
apples, subway turnstiles,
pizza boxes, airline
seatbacks, motion sickness
bags, the bottoms of flipflops, NASCAR race cars.
• NASA considering printing
emblems and logos on space
shuttle and space station.
will put your logo on
Discussion Question 1
One interesting way to combine the assets of print
and broadcast is to use the visuals from a print ad or
a television commercial in an Internet ad.
Why would an advertiser consider this creative
What limitations would you mention?
In what situations would you recommend doing
Discussion Question 2
This chapter briefly discussed the concept of rich
media. Visit various sites related to Internet
marketing and find out what is being said about this
Start with the Interactive Advertising Bureau (IAB),
which you can find at http://www.iab.com and
DoubleClick at http://www.doubleclick.com.
Then find several other sites that have discussions
on this topic.
Put together a report entitled “Rich Media and Its
Advertising Implications” for your instructor.
Discussion Question 3
Three-minute debate:You are a sales rep working for a
college newspaper that has an online version. How would
you attract advertising? One of your colleagues says there is
no market for online advertising for the paper, but you think
the paper is missing an opportunity. Consider the following
What companies would you recommend to contact?
How can Internet sites like your online newspaper entice
companies to advertise on them?
What competitive advantage, if any, would Web advertising for
your paper provide?
In class, organize into small teams with each team
developing an argument on the advantages and
disadvantages of Internet advertising. Set up a series of
debates with each team taking half the time to argue its
position. Every team of debaters has to present new points
not covered in the previous presentations until there are no
arguments left to present. Then the class votes as a group on10-55
the winning point of view.
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