chapter 15 internet and interactive media
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THE INTERNET AND INTERACTIVE MEDIA
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THE INTERNET AND INTERACTIVE MEDIA
CHAPTER OBJECTIVES• To understand the different ways the Internet is used to
communicate• To know the advantages and disadvantages of the Internet
and interactive media• To know the role of the Internet and interactive media in an
IMC program• To understand how to evaluate the effectiveness of
communications through the Internet
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INTERNET DEFINITION
A worldwide means of exchanging information and communicating through a series of interconnected computersThe features of the internet include Electronic mail (e-mail)- Allows users to send
electronic mail anywhere in the world World Wide Web (WWW)- Universal database of
information available to internet users. It is the commercial arm of the internet
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REASONS FOR RAPID ADOPTION OF INTERNET
The general public has a desire for information, control of that information, speed, and convenience
Businesses are looking for effective customer targeting, and more direct feedback
Technology has also contributed to adoption of the Internet by facilitating high-speed access, instituting safeguards that increased confidence in the medium, and two-way communication flow
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USES OF THE INTERNET FOR MARKETING
Electronic business: use of the internet to conduct business activities
Electronic marketing: the use of the internet to conduct marketing activities
Electronic commerce: use of the internet for buying and selling products and services
Electronic media: using the internet as an advertising medium and a way to disseminate information to consumers
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INTERNET COMMUNICATION OBJECTIVES
To generate interest To create awareness To disseminate Information To create an image To create a strong brand To stimulate trial To create a buzz To gain consideration
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THE INTERNET AND IMC
AdvertisingAdvertising
Sales PromotionsSales Promotions
Personal SellingPersonal Selling
Public RelationsPublic Relations
Direct MarketingDirect Marketing
The Internet site should be integrated with:The Internet site should be integrated with:
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INTERNET ADVERTISINGSponsorship: Ownership of the entire site or pageBanner Ads: A portion of another owner’s pagePop-Ups: Small windows that appear automaticallyInterstitial: Ads appearing while waiting for a page to load Push Technologies or Webcasting: Automatic or unsolicited message delivery Links: Hypertext links to other sites , locations or pages
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SALES PROMOTION
Companies sometimes offer contests, sweepstakes, downloadable coupons, and more to encourage visits to their sites, as well as to establish brand loyalty. Ex Yahoo website
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PERSONAL SELLING ON THE INTERNET
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PUBLIC RELATIONS ON THE INTERNETCompany uses its website for PR to promote products and images as well as showcasing the causes it supports and champions such as global warming, peace, and social and environmental issues. E.g. Ben and Jerry’s
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INTERNET DIRECT MARKETING
Direct Mail: Highly targeted Relies on E-mail lists Attempts to reach those with specific needs Often used by catalogers
Marketing database on the net: companies build or acquire a database The database is sold to subscribers Delivery may be off/on line
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MEASURES OF EFFECTIVENESS
Online measuring Recall and Retention Non response Surveys Panels Sales Tracking
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SOURCES OF MEASUREMENT DATA
ArbitronMRI and SMRB Audit Bureau of CirculationInternet Advertising Bureau eMarketer eAdvertiserPC-Meter iVALSJupiter and Forrester
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PROS AND CONS OF INTERNET
Pros:
Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity ExposureSpeed
Cons:
Measurement problem Audience CharacteristicsWeb snarl Clutter Potential for Deception Annoyance Poor Reach Privacy
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THANK YOU