ch15 the internet and interactive media
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The Internet and Interactive MediaThe Internet and Interactive Media
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A Brief History of the Internet
The Internet and Integrated Marketing
Measuring Effectiveness of the Internet
Advantages and Disadvantages
Addition Interactive Media
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Contents
The Internet and Interactive Media
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A Brief History of the Internet
1994
- Internet started
- The connection of 2 computer at Stanford University
19931969
- Development of the World Wide Web (WWW)
- 1st advertisements
on the Web
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A Brief History of the Internet
David A. Aaker, a University of California Berkelay professorand the author of numerous articles and books on branding
“ Increase the synergies and impact among
the firm’s individual brand-building programs
so that the whole is greater than
the sum of its parts”
“Integrator” of the IMC program
the “glue” that holds the IMC program together.
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Why the rapid adoption of the Internet?
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Web Participants
Consumer Market
Business to Business
Users
Users
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Web Objective
1. Information purpose1. Information purpose
Web Objective
Web Objective
2. Additional communication2. Additional communication
3. Sales objectives3. Sales objectives
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Information purpose
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Additional communication
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Sales objectives
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Sales objectives
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Developing and Maintaining a Website
The role of the websiteThe place where information is made available to usersof the internet by the provider.
To attract visitors to the site and have themreturn to it requires
combination of creativity effective marketing continual updating of the site other media must be integrated with the website
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Top 50 Web Sites in Thailand
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Communication Objective
Create Awareness
Generate Interest
Disseminate Information
Create an Image
Create a Strong Brand
Stimulate Trial
Create Buzz
Gain Consideration
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1. Create Awareness
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1. Create Awareness
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2. Generate Interest
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3. Disseminate Information
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4. Create an Image
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5. Create a Strong Brand
• Branding is a Complicated Process
• The costs Are Too High
Why companies can’t achieving their goals to create branding through the Internet?
• Branding and Direct Response May be Counter objectives
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6. Stimulate Trial
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6. Stimulate Trial
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7. Create Buzz
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8. Gain Consideration
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E-CommerceDirect selling of goods and services through the Internet
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E-CommerceDirect selling of goods and services through the Internet
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E-CommerceDirect selling of goods and services through the Internet
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E-CommerceDirect selling of goods and services through the Internet
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Integrated Marketing Communication
1. Advertising
2. Sales Promotion
3. Personal Selling
4. Public Relation
5. Direct Marketing
The Internet site should be
integrated with:
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Advertising
Side Panels
Vertical
Skyscrapers
1. Banners: Use to create awareness or recognition or for direct marketing objective
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Advertising
2.1 Regular • Company pays
to sponsor a section of the site
2. Sponsorships:
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Advertising
2.2 Content• Sponsor and
participates in providing the content
2. Sponsorships:
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Advertising
Pop-Ups
A small window often appear when you access a certain site and usually larger than a banner ads but smaller than a full screen.
3. Pop-Ups / Pop-Unders:
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Advertising
Pop-Unders
Ads that appear underneath the web page and become visible only when the user leaves the site
3. Pop-Ups / Pop-Unders:
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Advertising4. Interstitials: Ads that appear on your screen while you are waiting for a site’s content to download
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Advertising5. Push Technologies / Web casting: Push technologies dispatch web pages and news update and may have sound and video.
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Advertising6. Links: Click on a link that provides additional information and / or related material at another site
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Advertising7. Paid Search: Advertising on search engine such as Google, MSN and Yahoo
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Advertising
8. Behavioral Targeting
9. Contextual Ads
• Clickstream
• Internet Protocol (IP)
• Web Page Content
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Advertising10. Rich Media:
10.1 Online Commercials• Create New• Same Spot on TV
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Advertising10. Rich Media:
10.2 Video on Demand
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Advertising10. Rich Media:
10.3 Webisodes
• Short featured film to Advertise
the product
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Advertising11. Additional Internet Ad Forms :
RSS BlogsPodcasting
A medium that uses the Internet to distribute radio like files for download
A Specific that uses XML to organize and format Web-Based content in a standard way
A Web-Based publication consisting primarily of periodic article, normally presented in reverse chronological order
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Sales Promotion
MTV Yahoo
Companies have found the Internet to be a very effective medium
for disseminating sales promotion
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Personal Selling
A Detriment of personal selling on Internet
The High cost and Poor-reach disadvantages of personal selling
A Benefit of personal selling on Internet
- Web sites have been used quite effectively to enhance and support the selling effort
- Web sites can be used to stimulate trial
- Web sites have used to improve the company one-on-one relationships with customers
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Public Relations
• The internet is a useful medium for conducting public relations activities
• The content to public relations activities, including the provision of information about the company annual reports
• Up to date news stories, photo image, cross references to media ,calendar of upcoming events and allows for customer feedback
• Not only the profit company to use internet for PR-purpose but also include the Non-profit Organizations, Political Parties
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Public Relations McDonald's in Thailand use the public relation through the
internet media such as MSN ,Twitter, Facebook and Blog to update the new product and hot promotion on it,
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Direct market
Direct mail
• Highly targeted
• Relies on e-mail lists
• Attempts to reach those with specific needs
• Often used by catalogers
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Direct market
InfomercialsInfomercials on television has produced infomercials for the Internet, Ex.Travelzoo An online travel company promotes destinations and carriers to the infomercials.
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Direct market
E-Commerce
• Rapid growth rates likely to continue
• CDs, books, travel are main categories
• Clothing, cars, financial services are all gaining ground
Home Shopping Channels
• Has taken the homeShopping TV channel to the Internet such as Amazon, ebay
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Measuring Effectiveness of the Internet
Measures of Internet Effectiveness
Clicks
(Click-through , in-unit click , mouse-over) Post-click conversions Unique reach of delivered ads
(browsers , visitor ,Users) Average frequency (Visit) Frequency to conversion ratios Advertising exposure time Ad interaction rate
Ad impresison View-through rate Share of voice Web page eye tracking Offline sales lift Cross-media econometric models Page impression
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Measures of EffectivenessTraditional Measures Recall / retention Surveys Sales Tracking
Cross-Media Optimization Studies (XMOS)
Internet-Specific Measures
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Sources of Measurement Data
Arbitron
MRI and SMRB
Ad analyzer
Audit Bureau of Circulations
Internet Advertising Bureau (IAB).
eMarketer
Nielsen Net Ratings
Jupiter Reserach, Inc
Business 2.0 and East Company
Internet Advertising Report and Office.com
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Advantages and Disadvantages
Advantages Disadvantages
1. Target marketing2. Message tailoring
3. Interactive capabilities4. Information access
5. Sales potential6. Creativity7. Creativity8. Speed9. Complement to IMC
VS
1. Measurement problem2. Annoyance 3. Clutter 4. Potential for deception5. Privacy6. Poor reach 7. Irritation
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Additional Interactive Media
Interactive TV : iTV Allows the viewer of a television program to interact with the program and the advertising
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Additional Interactive Media
Wireless: Sending advertisements, coupons, and direct-response offers through cell phones and PDAs
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MemberNo. Student ID Title Name Surname
1 5310224061 Mr. Piyapong Buaban
2 5310224069 Miss. ChorKaew Rahong
3 5310224073 Mr. Ungkrandecha Boonmasuab
4 5310224085 Miss Sirimas Theerapharp
5 5310224087 Miss Phatthranit Rueangputtisak
6 5310224091 Mr. Jatupol klangprapun
7 5310224095 Mr. Prasopchoke Puangsa-ard
8 5310224102 Miss Wiwan Popet
9 5310224109 Mr. Akrapol Pornprayuth
10 5310224114 Miss Pariyarat Chantraprasit
11 5310224116 Miss Weeraya Klinhom
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