Transcript Interactive and Alternative Media

Interactive and
Alternative Media
Part 3: Effective Advertising Media
Chapter 10
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
10 - 2
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
10 - 3
The Internet and Marketing
Communication
• Web sites
• Advertising resources
– Search engines
– Search marketing
– B2C and B2B ad networks
• Chat rooms
• Blogs
10 - 4
Internet Advertising
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Primary Purposes
Provide a brand
reminder message
Deliver informational
or persuasive message
Drive traffic
Direct Marketing
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Types of Internet Ads
Banner ads
Skyscrapers
Pop-ups/Pop-unders
Minisites
Superstitials
• Rich media
• Streaming video
10 - 5
The Internet
The Internet Audience
• The Internet is the
leading tool for
information searching
by all ages
• Millenials 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
10 - 6
Internet Advertising
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Advantages
Can be 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
10 - 7
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 or other
methods to circulate a
message among family
and friends
– Message MUST be
compelling and deliver
value exclusive of brand
value
10 - 8
Alternative and New Media
Advertainment
• When companies integrate
brands into content
• Also called branded
entertainment
• Situational ads
– Harder for the viewer to
dismiss as ads
– Product is a character in the
program
• Kenny Rogers Roasters
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
• Second Life/World of
Warcraft
Wireless Communication
• Links the phone to
information source
• The most important
change in
communication systems
in the new millennium
• Location Based
Marketing
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Alternative and New Media
Alternative Media
• Ads appearing in
unexpected new places
– Recipe Kiosks
– Video Coupons
– Floor Posters
Guerrilla Marketing
• Unconventional
marketing
communication
activities
• Intended to get a buzz
on a limited budget
• Also called Stealth,
Ambush marketing
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Media Comparison
Active
Medium
Intrusiveness
Processing
Trust
Targeting
Cost
Outdoor
High
Passive
Low
High
$2.39
Radio
Moderate
Passive
Moderate
Low
$10.85
Magazines
Low
Active
Moderate
High
$11.84
TV
Newspapers
High
Low
Passive
Active
Low
High
Low
Moderate
$16.74
$24.95
Internet
Moderate
Interactive
Low
High
$0.10 - 20.00
10 - 12