Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
The Internet and Interactive Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Features of the Internet Electronic mail (e-mail) Usenet Telnet File transfer protocol (ftp) Internet Features Hypertext transfer protocol (http) Client server Gopher Wide Area Information Server (WAIS) World Wide Web (WWW) © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet Participants Senders Internet Advertisers Sponsors Receivers Users Internet e-Commerce Merchants Shoppers Customers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Adoption Curve for the Web and Other Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Website Where information is made available by the provider Must Be: –Interesting –Current –Easy to navigate –Involving © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Cheerios Uses Its Package to Drive Consumers to Its Web Site + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Ameritrade Uses Television to Drive Consumers to Their Site *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Huggies Homepage Appeals to Mothers + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet Communications Objectives To Create Awareness To Generate Interest To Stimulate Trial Objectives To Create a Strong Brand To Disseminate Information To Create an Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Snapple Uses the Internet to Create Interest + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Xerox Uses the Web to Develop an Image + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Skyy Blue Redefines the Traditional Website + © 2003 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin E-Commerce on the Web E-Commerce Rapid Growth Rates Likely to Continue Fast Growth in “Downloadable” Purchases Both Consumer and Business-to-business © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin ebay Is a Well Known E-Commerce Site + © 2003 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Integrating the Internet--Advertising Banners Sponsorships Internet Advertising Has a Variety of Forms: Pop-ups/ Pop-unders Interstitials Push Technologies Links © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Typical Banner Ad © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin National Association of Realtors Uses TV and the Internet *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Keebler Uses Sales Promotions on Their Website + © 2003 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Public Relations on the Internet + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin iVillage has Numerous Sponsorship Partners + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Marketing and the Internet:Direct Mail Often Used by Catalogers Highly Targeted Direct Mail (Email) Attempts to Reach Those With Specific Needs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Measures of Effectiveness Tracking Surveys Online Measuring Panels Sales Recall and Retention © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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. Business 2.0 and Fast Company Internet Advertising Report & office.com © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet Advantages and Disadvantages Advantages Disadvantages Target Marketing Measurement problems Message Tailoring Websnarl Interactive Capabilities Clutter Information Access Potential for deception Sales Potential Privacy Creativity Limited production quality Exposure Poor reach Speed Irritation © 2003 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin