Alternative Offline Advertising Media and Mass Online Advertising

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Alternative Offline Advertising Media and Mass
Online Advertising
Chapter Thirteen
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Alternative Advertising Media

• Two Broad Groupings of Media Alternatives
• Alternative Offline Mass Media
• Mass Online Ad Media

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Alternative Offline Advertising Media

• Product Placements in Movies
• Videos for VCRs

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Alternative Offline Advertising Media

• Virtual Signage at Sports Stadiums and Other
  Venues
• CD-ROM Advertising
• Yellow Pages Advertising
• Others (Post-its, cars, any flat surface)

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Product Placement in Movies

• Evidence of effectiveness of such advertising is
  limited but growing
• Building Brand Awareness, as well as enhancing
  recall
• Peripheral Route of persuasion

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Video Advertising

• VCR Penetration in U.S. gt90
• Limited research to verify effectiveness of video
  advertising (may be better, cheaper than print
  brochures)

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Virtual Signage

• Some brand logos seen at sports venues on TV are
  virtual (i.e. computer generated image)
• Can use state-of-the art graphics to capture
  attention

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CD-ROM Advertising

• Increasing use of medium to present detailed
  product information
• B2B and B2C marketing
• Some retailers are using CD-ROMs to advertise
  products

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Yellow Pages Ads

• Advertising medium that consumers turn to when
  seeking a product or service and are prepared to
  make a purchase
• YP Users Young, professional and educated
  demographic
• In a typical week, about 60 of American Adults
  use yellow pages at least once

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Additional Alternative Media

• Creative advertisers have virtually unlimited
  locations to convey messages

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Car Advertising
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Post-it Advertising
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Mass Online Advertising

• Internet not replacement but key element of IMC
  programs
• At least 60 of U.S. households have Internet
  access at home

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The 2 Is of the Internet

• Individualization
• Refers to the fact that the Internet user has
  control over the flow of information
• Interactivity
• Allows for users to select the information they
  perceive relevant for brand managers to build
  relationships with customers via two-way
  communication.

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Internet Advertising Formats

• Websites
• Banner Ads
• Pop-ups
• Interstitials/Superstitials
• Site Sponsorships

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The Tools of Internet Audience Measurement

• See text
• Log file analysis (server logs)
• Surveys of sample users using recall
  measurement
• Electronic measurement of a sample of internet
  users

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The Metrics of Internet Advertising

• Click-through rate (CTR)
• The of people who are exposed to a banner ad
  who actually click their mouse on the ad. (Mean
  0.2 to 0.49)

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The Metrics of Internet Advertising

• CPM
• Cost per thousand (impressions)
• How much it costs to place an ad on a particular
  Web site
• No info on effectiveness

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The Metrics of Internet Advertising

• CPA
• Cost per action.
• Number of users who
• Actually click on a banner ad,
• Visit a brands Web site,
• Register their names on the brands Web site,
• Actually purchase (electronically) the
  advertised brand.