Download Lecture 21

Interactive and Alternative
Media
Muhammad Waqas
Lecture 21
Recap
Muhammad Waqas
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Magazines
Out of home advertising
Packaging
Directory advertising
Chapter Outline
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Chapter Key Points
Interactive Media
The Internet
Internet Advertising
E-Mail Advertising
Alternative and New Media
Muhammad Waqas
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
Interactive Media
Muhammad Waqas
• Communication systems that permit twoway communication
• Believed to be the most persuasive type of
communication available to marketers
• Not limited to the Internet – also includes
telephone and e-mail
The Internet
• The Internet
– A linked system of international computer
networks
• The World Wide Web
Muhammad Waqas
– The information interface that allows people to
access the Internet through an easy-to-use
graphical format
E-Business and
Marketing
Communication
• E-business
Muhammad Waqas
– 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
The Internet and
Marketing
Communication
• Intranet
– Internal communication
systems that connect
employees
Muhammad Waqas
• Extranets
– Communication
systems that connect a
company and its
employees to key
external stakeholders
• Web sites
• Advertising resources
– Search engines
– Search marketing
• Chat rooms
• Blogs
Internet Advertising
Muhammad Waqas
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
Summary
Muhammad Waqas
I. Chapter Key Points
II. Interactive Media
III. The Internet
Reference
Muhammad Waqas
• Wells, W., Burnett, J. and Moriarty, S. (2006),
Advertising Principles and Practice, PrenticeHall, New Delhi, ND.