Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (19)
Similar to Chapter 15 Presentation
Similar to Chapter 15 Presentation (20)
Recently uploaded
Recently uploaded (20)
Chapter 15 Presentation
- 1. Promotional Strategy MKT4230 The Internet and Interactive Media Patricia Knowles, Ph.D. Associate Professor Clemson University 1
- 2. 2 Promotional Strategy MKT4230 2 Rapid Adoption of the Internet These are the primary reasons for the rapid adoption of the Internet. Textbook Page 494 Speed/convenience of information access Control over what & how much is received E-commerce Extensive product and service offers
- 3. 3 Promotional Strategy MKT4230 3 Marketers’ Adoption of the Internet These are the various reasons behind marketers’ rapid adoption of the Internet. Textbook Page 494 - 495 More potential buyers Users online longer High-speed connections Interest and purchase tracking New media technologies ROI trackingDirect feedbackBetter targeting
- 4. 4 Promotional Strategy MKT4230 4 The Web Site This is an example of a well-designed website. Textbook Pages 496 – 497 / Exhibit 15 - 1
- 5. 5 Promotional Strategy MKT4230 5 Web Design and Customer Interface Issues This is supplemental information that pertains to website building. Textbook Page 496 - 497 Context Site’s layout and design, look and feel Commerce Site’s capabilities to enable commercial transactions/ scheduling Connection Degree site is linked to other sites Customization Site’s ability to self-tailor to users or allow users to personalize the site Community The ways sites enable user-to-user communication Content Text, pictures, sound and video that web pages contain Communication The ways site-to-user or two- way communication is enabled
- 6. 6 Promotional Strategy MKT4230 6 Internet Communications Objectives These are the communication objectives sought when using the Internet. Textbook Pages 497 - 499 Create Awareness Create a Strong Brand Generate Interest Disseminate Information Create an ImageStimulate Trial Create Buzz Gain Consideration Objectives
- 7. 7 Promotional Strategy MKT4230 7 Huggies Goes Beyond Providing Information This is how Huggies goes well beyond providing information. Textbook Pages 496 - 497 / Exhibit 15 - 2
- 8. 8 Promotional Strategy MKT4230 8 Using Web Sites to Build Image and Brand This visual shows the consumer website www.oukai.com, which is an excellent example of a website used for image building. Textbook Page 498 / Exhibit 15 - 5
- 9. 9 Promotional Strategy MKT4230 9 Meeting Other Communications Objectives These are some of the other communications objectives that can be met through an Internet presence. Textbook Pages 498 - 499 Create Buzz Gain Consideration Stimulate Trial
- 10. 10 Promotional Strategy MKT4230 10 Under Armour Launches Protype Shoes via Internet This visual contains supplemental information, the Under Armour website. Textbook Pages 498 - 499
- 11. 11 Promotional Strategy MKT4230 11 E-Commerce This visual demonstrates another use of the Internet, which is the direct sale of goods and services. Textbook Page 499 May be primary or secondary objective Direct selling of goods and services through the Internet
- 12. 12 Promotional Strategy MKT4230 12 EBay is a Popular E-Commerce Site This is an example of an e-commerce site. Textbook Page 499 / Exhibit 15 - 6
- 13. 13 Promotional Strategy MKT4230 13 Web 1.0 and 2.0 This a summary of the differences between Web 1.0 and Web 2.0. Textbook Page 499 – 500 / Figure 15 - 2
- 14. 14 Promotional Strategy MKT4230 14 Advertising on the Internet (Part 1) These are the various forms of advertising that can be done on the Internet. Textbook Pages 500 - 501 Banners Sponsorships Pop-ups / Pop-unders Push Technologies Links Interstitials Forms of Internet Advertising
- 15. 15 Promotional Strategy MKT4230 15 Typical Banner Ads These are two examples of banner ads, which encourage the viewer to click through for more information about the product. Textbook Pages 500 / Exhibit 15 - 7
- 16. 16 Promotional Strategy MKT4230 16 Advertising on the Internet (Part 2) These are the various forms of advertising that can be done in the Internet. Textbook Pages 501 - 504 Forms of Internet Advertising Podcasting RSS feeds Blogs Online commercials Video on demand Webisodes • Paid Search • Behavioral targeting • Rich media Contextual Ads Additional Forms
- 17. These are examples of advertising models available to marketers. 17 Promotional Strategy MKT4230 17 Internet Advertising Models Textbook Pages 502 - 503 / IMC Technology Perspective 15 - 1
- 18. 18 Promotional Strategy MKT4230 18 Internet Search Advertising This is the definition of “Search Engine Marketing” and “Paid Placement”: Search Engine Marketing • The entire set of techniques and strategies used to direct visitors from search engines to marketing web sites Paid Placement • Text-only ads targeted to keyword search results on search engines • Offered through programs such as Google AdWords, Yahoo Search, or Microsoft Bing • Sometimes referred to as paid placement, pay-per-click, cost-per-click advertising Textbook Page 501 - 502
- 19. 19 Promotional Strategy MKT4230 19 Internet Search Advertising This is the definition of “Behavioral Targeting,” “Contextually Targeted Ads,” and “Organic Search Optimization”: Behavioral Targeting • Targeting online ads to consumers based on their Web searching behavior Contextually Targeted Ads • Text ads targeted to the content of web pages using programs such as Google AdSense and Yahoo Search Content • Placement of ads determined by content of the web page where they are shown Organic Search Optimization • Using a range of techniques to improve how well a site or page is listed in search engines for specific topics Textbook Pages 502 - 503
- 20. 20 Promotional Strategy MKT4230 20 Paid Search This is the definition of “Online Search-Based Advertising” and the highlights of the cost of bidding on key search terms. Online search-based advertising • Advertiser pays only when a Web surfer clicks on their link from a search engine page • Search ads appear in a specified, sponsors-only area near the search results for that phrase Advertisers bid on search keywords • Prices for popular search terms • Background check - $1.18 per click • Car loan - $1.34 per click • Refinance - $4.46 per click • Mesothelioma - $50 per click Textbook Pages 502 - 503
- 21. 21 Promotional Strategy MKT4230 21 Rich Media This chart elaborates on the topic of rich media. Textbook Pages 503 - 504 Online Commercials Video on Demand Webisodes Other Forms A broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation
- 22. 22 Promotional Strategy MKT4230 22 PodCasting, RSS, Blogs, and More These are three additional ways to deliver advertising messages on the Internet. Textbook Pages 506 - 507
- 23. 23 Promotional Strategy MKT4230 23 Web 2.0 – The Social Media Landscape This visual illustrates the interactive nature of Web 2.0: Textbook Pages 504 – 505 / Figures 15 – 3 and 15 - 4
- 24. 24 Promotional Strategy MKT4230 24 Social Media This is the definition of “Social Media” and its uses: Internet Social Media • Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves • Created, initiated, circulated and used by consumers intent on educating one another about products, brands, services, people and other topics of interest Textbook Pages 504 - 506
- 25. 25 Promotional Strategy MKT4230 25 Examples of Social Media This are examples of social media sites. Textbook Pages 504 - 506
- 26. 26 Promotional Strategy MKT4230 26 Popular Social Media Sites These are some of the logos of the largest social media sites. Textbook Pages 504 - 506
- 27. 27 Promotional Strategy MKT4230 27 Uses of Social Media in IMC Mix These are the reasons to add social media to the IMC mix: Enable companies to interact with their customers • Way to engage customers (contests, online voting, online games, submit ideas (Frito Lay) • Enables consumers to see others using product (Swiffer contest) • Provides information to customers Enable customers to interact with one another as well as companies • Word-of-mouth Support causes important to consumers Textbook Pages 504 - 505
- 28. 28 Promotional Strategy MKT4230 28 Sales Promotions are Done on Web Sites This is an example of the use of sales promotion on an Internet site. Textbook Page 507 / Exhibit 15 - 10
- 29. 29 Promotional Strategy MKT4230 29 Personal Selling on the Internet These are the two perspectives on whether the Internet will replace or enhance personal selling. Textbook Page 507 - 509 Cross-selling Valuable source of leads Greater potential reach Cheaper than personal selling May Replace Personal Selling May Enhance Personal Selling Efforts Prospects request sales calls Improves 1-on-1 relationships Primary source of information Stimulates trial
- 30. 30 Promotional Strategy MKT4230 30 Public Relations on the Internet This is an example of how Chrysler uses its website for public relations efforts. Textbook Pages 509 - 510 / Exhibit 15 - 11
- 31. 31 Promotional Strategy MKT4230 31 Direct Mail (Email) These are some of the characteristics of email used for direct marketing purposes. Textbook Page 510 Electronic version of regular mail Tries to reach those w/specific needs Highly targeted Relies on email lists
- 32. 32 Promotional Strategy MKT4230 32 Infomercials and Home-Shopping These are some of the characteristics of infomercials and identifies major online retailers. Although not purely home-shopping sites, Amazon and eBay sell a lot of products online too. Textbook Page 510 Infomercials Program content similar to television, cable or satellite Web allows greater audience interaction Online retailers include QVC, HSN, ShopNBC
- 33. 33 Promotional Strategy MKT4230 33 Measures of Internet Effectiveness These are some of the measures of effectiveness for Internet marketing efforts. Textbook Page 511 / Figure 15 - 7 Post-click conversionsClicks Cost per conversion Frequency to Conversion Radios Average frequencyUnique visitors Ad exposure time View-through rateAd interaction rate Visits Offline sales liftWebpage eye tracking Cross-media models
- 34. 34 Promotional Strategy MKT4230 34 Traditional Measures of Effectiveness These are some of the traditional measures used to determine the effectiveness of the Internet. Textbook Page 511 Recall and retention Sales ROITracking Surveys
- 35. 35 Promotional Strategy MKT4230 35 Internet Marketing Pros and Cons The are the advantages of the Internet. Textbook Pages 512 - 513 Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed Advantages Complement to IMC
- 36. 36 Promotional Strategy MKT4230 36 Internet Marketing Pros and Cons The are the disadvantages of the Internet. Textbook Page 513 Measurement Problems Potential for Deception Clutter Privacy Irritation Disadvantages
- 37. 37 Promotional Strategy MKT4230 37 Additional Interactive Media These are additional forms of interactive media that are available to marketers. Textbook Pages 513 - 515 Interactive TV Allows viewers to interact with the program and advertising Mobile Communications through satellite broadcast systems or cellular phones
- 38. 38 Promotional Strategy MKT4230 38 Test Your Knowledge Interactive TV, interactive CD-ROMs, kiosks, and interactive phones: A. Are viewed by businesses as breeches of consumer rights to privacy B. Can be contributors to an IMC program C. Cannot be linked with traditional advertising media D. Replace the Internet in most IMC programs E. Are not viewed as viable elements within a well-designed IMC program