Chapter 15 internet and interactive media


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Chapter 15 internet and interactive media

  1. 1. • To understand the different ways the Internet is used to communicate• To know the advantages and disadvantages of the Internet and interactive media• To know the role of the Internet and interactive media in an IMC program• To understand how to evaluate the effectiveness of communications through the Internet
  2. 2. A worldwide means of exchanging information andcommunicating through a series of interconnectedcomputersThe features of the internet include Electronic mail (e-mail)- Allows users to send electronic mail anywhere in the world World Wide Web (WWW)- Universal database of information available to internet users. It is the commercial arm of the internet
  3. 3. The general public has a desire for information, control of that information, speed, and convenienceBusinesses are looking for effective customer targeting, and more direct feedbackTechnology has also contributed to adoption of the Internet by facilitating high-speed access, instituting safeguards that increased confidence in the medium, and two-way communication flow
  4. 4.  Electronic business: use of the internet to conduct business activities Electronic marketing: the use of the internet to conduct marketing activities Electronic commerce: use of the internet for buying and selling products and services Electronic media: using the internet as an advertising medium and a way to disseminate information to consumers
  5. 5.  To generate interest To create awareness To disseminate Information To create an image To create a strong brand To stimulate trial To create a buzz To gain consideration
  6. 6. Advertising Sales PromotionsThe Internet site shouldbe integrated with: Personal Selling Public Relations Direct Marketing
  7. 7. Sponsorship: Ownership of the entire site or pageBanner Ads: A portion of another owner’s pagePop-Ups: Small windows that appear automaticallyInterstitial: Ads appearing while waiting for a page to load Push Technologies or Webcasting: Automatic or unsolicited message delivery Links: Hypertext links to other sites , locations or pages
  8. 8. Companies sometimes offer contests, sweepstakes, downloadablecoupons, and more to encourage visits to their sites, as well as toestablish brand loyalty. Ex Yahoo website
  9. 9. Company uses its website for PR to promote products and images as well asshowcasing the causes it supports and champions such as global warming, peace, andsocial and environmental issues. E.g. Ben and Jerry’s
  10. 10.  Direct Mail:  Highly targeted  Relies on E-mail lists  Attempts to reach those with specific needs  Often used by catalogers Marketing database on the net:  companies build or acquire a database  The database is sold to subscribers  Delivery may be off/on line
  11. 11.  Online measuring Recall and Retention Non response Surveys Panels Sales Tracking
  12. 12. ArbitronMRI and SMRB Audit Bureau of CirculationInternet Advertising Bureau eMarketer eAdvertiserPC-Meter iVALSJupiter and Forrester
  13. 13. Pros: Cons:Target Marketing  Measurement problem Message Tailoring  Audience Characteristics Interactive Capabilities Web snarl Information Access  Clutter Sales Potential  Potential for Deception Creativity  Annoyance Exposure  Poor ReachSpeed  Privacy