Interactive and Alternative Media

1
Interactive and Alternative Media

• Part 3 Effective Advertising Media
• Chapter 10

2
Chapter Outline

1. Chapter Key Points
2. Interactive Media
3. The Internet
4. Internet Advertising
5. E-Mail Advertising
6. Alternative and New Media

3
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

4
Interactive Media

• Communication systems that permit two-way
  communication
• Believed to be the most persuasive type of
  communication available to marketers
• Not limited to the Internet also includes
  telephone and e-mail

5
The Internet

• The Internet
• A linked system of international computer
  networks
• The World Wide Web
• The information interface that allows people to
  access the Internet through an easy-to-use
  graphical format

6
E-Business and Marketing Communication

• E-business
• 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

7
The Internet and Marketing Communication

• Intranet
• Internal communication systems that connect
  employees
• Extranets
• Communication systems that connect a company and
  its employees to key external stakeholders

• Web sites
• Advertising resources
• Search engines
• Search marketing
• B2B ad networks
• Chat rooms
• Blogs

8
Internet Advertising

• 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

9
The Internet

• The Internet Audience
• The Internet is the leading tool for information
  searching by all ages
• Teens spend more time online than any other age
  group

• Measuring Audiences
• Hits
• The number of times a particular site is visited
• Click-through
• The number of people who click on a banner ad

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Internet Advertising

• Advantages
• Relatively inexpensive
• Can also deliver business
• Advertisers can customize and personalize
  messages
• Can provide sales leads or actual sales

• Disadvantages
• Inability of experts to consistently produce
  effective ads and to measure their effectiveness
• Clutter may even be worse than in other media

11
The Web in International Advertising

• Not everyone around the globe has the access or
  ability to use the Internet
• Advertising and sales promotion laws differ from
  country to country
• Language barriers
• Exchange rates
• Technological differences among worldwide
  Internet audiences

12
E-Mail Advertising

• Spam
• Unsolicited messages sent to e-mail in-boxes
• Opt-in
• Bulk e-mailers have to get permission to send

• Opt-out
• E-mailers have to have an option to say no to
  further e-mails
• Viral Marketing
• Uses e-mail to circulate a message among family
  and friends

13
Alternative and New Media

• Advertainment
• When companies integrate brands into the content
  of shows
• Also called branded entertainment
• Situational ads
• Harder for the viewer to dismiss as ads
• Product is a character in the program

• New Internet Practices
• Brand experiences on the Web
• Companies making their Web sites more engaging
  and entertaining
• Webisodes
• Recurring episodes in a developing story
• Blends advertising and entertainment to attract
  audiences

14
Alternative and New Media

• Video Games
• Opportunities to create online games as well as
  place products within video games
• Planners and buyers are asking for standardized
  independent data that prove effectiveness

• Wireless Communication
• Links the common phone to a computer
• The most important change in communication
  systems in the new millennium

15
Alternative and New Media

• Nonelectronic New Media
• Ads appearing in unexpected new places

• Guerrilla Marketing
• Unconventional marketing communication activities
• Intended to get a buzz on a limited budget