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The Internet and
Interactive Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Growth in Advertising Expenditures on the Internet
1969 - ARPANET
1993 – World Wide Web
1994 – Advertisements on HotWired
2005 – Internet advertising exceeds
$10 billion
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The Rapid Adoption of the Internet
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Godaddy.com Offers Affordable Web
Presence
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The Website
Web Design
Issues
Contact
Commerce
Construction
Communication
Content
Community
Customization
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Huggies Goes Well Beyond Providing Information
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Yahoo Touts Medical Benefits of
Shopping Online
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Internet Communications Objectives
Create
Awareness
Generate
Interest
Stimulate Trial
Objectives
Disseminate
Information
Create a Strong
Brand
Create an Image
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Snapple Uses the Internet to Create Interest
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A Website Used for Image Building
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Test Your Knowledge
Which of the following is NOT a valid objective for a
marketer who is employing the Internet as a
communications vehicle?
A)
to create an image
B)
to generate interest
C)
to disseminate information
D)
to prevent price wars
E)
to create awareness
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet Sales Objectives- E-commerce
The direct selling
of goods and
services through
the Internet
May be primary
or secondary
objective
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E-Commerce on the Web
E-Commerce
Rapid growth rates
likely to continue
Fast growth in
“downloadable”
purchases
Both consumer and
business-to-business
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ebay Is a Well Known E-Commerce Site
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integrating the Internet into an IMC Program
Advertising
Sales Promotions
The Internet site
should be
integrated with:
Personal Selling
Public Relations
Direct Marketing
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integrating the Internet – Advertising Part 1
Banners
Sponsorships
Internet
Advertising
Has a Variety of
Forms:
Pop-ups/
Pop-unders
Interstitials
Push
Technologies
Links
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Typical Banner Ads
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Integrating the Internet – Advertising Part 2
Paid Search
Behavioral
Targeting
Internet
Advertising
Has a Variety of
Forms:
Contextual Ads
Rich Media
Additional Forms
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Rich Media
“A broad range of interactive digital media that
exhibit dynamic motion, taking advantage of
enhanced sensory features such as video, audio,
and animation.”
Online Commercials
Video on Demand
Webisodes
Other Forms
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Additional Internet Advertising Forms
Latest Media
Really Simple
Syndication (RSS)
Podcasting
Blogs
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Test Your Knowledge
CDW Computer Centers sells computer equipment to
small- and mid-sized businesses. Its Web site
provides in-depth information on its products, its
customer service, its shipping policies, and its
suppliers. Like most business-to-business sites, the
primary objective of this Web site is to:
A)
create a sustainable competitive
advantage
B)
create an image
C)
disseminate information
D)
replace advertising in trade journals
E)
prevent price wars
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
National Association of Realtors
Uses TV and the Internet
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Sales Promotions Are Common on Websites
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Personal Selling on the Internet
May Replace
Personal Selling
Reduces high cost
of personal calls
Vastly increases
potential reach
May Enhance Personal
Selling Efforts
Provides quick,
easy, information
to prospects
May help to
enhance customer
data bases
May improve oneon-one
communications
May be a source of
leads
May stimulate trial
of the goods or
service
May serve as a
sales conference
medium
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Public Relations on the Internet
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Philanthropists on the Web
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Direct Marketing and the Internet:
Direct Mail (Email)
Often used by
catalogers
Highly targeted
Direct Mail
(Email)
Attempts to reach
those with specific
needs
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Relies on
email lists
Infomercials on the World Wide Web
Infomercials
Program content similar to
television, cable or satellite
Web provides for greater
audience interaction
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Measures of Effectiveness
Internet-Specific Measures
Cross-Media Optimization
Studies (XMOS)
Traditional Measures
Recall/retention
Recall/retention
Surveys
Sales
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Tracking
Sources of Measurement Data
Arbitron
Data
Source
MRI and SMRB
Audit Bureau of Circulation
Internet Advertising Bureau (IAB)
eMarketer
Nielsen Net Ratings
Jupiter MediaMetrics, Inc.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet Advantages and Disadvantages
Advantages
Disadvantages
Target Marketing
Measurement problems
Message Tailoring
Annoyance
Interactive Capabilities
Clutter
Information Access
Potential for deception
Sales Potential
Privacy
Creativity
Poor reach
Exposure/Speed
Irritation
Complement to IMC
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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 used as contributors to an IMC
program
C)
cannot be linked with traditional
advertising media
D)
will replace the Internet in most IMC
programs
E)
are not viewed as being viable elements
within a well-designed IMC program
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Additional Interactive Media
Interactive TV—Allows the Viewer to
Interact With the Television
Program and Advertising
Wireless—Communications to Users
Through Satellite Broadcast Systems or
Cellular Phone Systems
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin