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Interactive and Alternative Media Muhammad Waqas Lecture 21 Recap Muhammad Waqas 1. 2. 3. 4. Magazines Out of home advertising Packaging Directory advertising Chapter Outline Muhammad Waqas I. II. III. IV. V. VI. 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 • • • • • • • 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.