chapter thirteen alternative offline advertising media and mass online advertising
TRANSCRIPT
![Page 1: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/1.jpg)
Chapter Thirteen
Alternative Offline Alternative Offline Advertising Media and Advertising Media and
Mass Online Mass Online AdvertisingAdvertising
![Page 2: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/2.jpg)
Chapter Thirteen ObjectivesChapter Thirteen Objectives
• Describe various alternative media
• Realize that these media are typically compliments rather than substitutes for traditional mass media
• Understand value of yellow page advertising
![Page 3: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/3.jpg)
Chapter Thirteen ObjectivesChapter Thirteen Objectives
• Appreciate magnitude, nature and potential of internet advertising
• Understand how internet advertising differs from conventional mass-media advertising and how same fundamentals apply to both
![Page 4: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/4.jpg)
Chapter Thirteen ObjectivesChapter Thirteen Objectives
• Recognize different forms of internet advertising.
• Appreciate importance of measuring internet advertising effectiveness and various metrics used
• Understand the value of targeting internet ad recipients and the web analytic procedures used to this end
![Page 5: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/5.jpg)
Alternative Advertising MediaAlternative Advertising Media
Two Broad Groupings of Media Alternatives:
Alternative Offline Mass Media
Mass Online Ad Media
![Page 6: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/6.jpg)
Alternative Offline Advertising Alternative Offline Advertising MediaMedia
• Product Placements in Movies
• Videos for VCRs
![Page 7: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/7.jpg)
Alternative Offline Advertising Alternative Offline Advertising MediaMedia
• Virtual Signage at Sports Stadiums and Other Venues
• CD-Rom Advertising
• Yellow Page Advertising
![Page 8: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/8.jpg)
Product Placement in MoviesProduct 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
• Little to lose and more to gain by using this form of advertising
![Page 9: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/9.jpg)
Product Placement in MoviesProduct Placement in Movies
• Capturing key visual and audio information about a brand and distributing this info to customers as videotapes
• Limited research to verify effectiveness of video advertising
![Page 10: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/10.jpg)
Product Placement in MoviesProduct Placement in Movies
• Firms in the industry maintain that it is more effective and less expensive than print brochures
• More entertaining and so more capable of capturing attention
![Page 11: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/11.jpg)
Virtual SignageVirtual Signage
• Some brand logos seen at sports venues on t.v. are virtual (i.e. computer generated image)
• Imagine Video Systems and Princeton Video Image charge about $20,000 for a half-inning of national baseball coverage
![Page 12: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/12.jpg)
CD-ROM AdvetisingCD-ROM Advetising
• Increasing use of medium to present consumers and B2B customers with detailed product information
• Automobiles and Vacation spots
• B2B marketing
• Retailers are using CD-ROMs to advertise products
![Page 13: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/13.jpg)
Additional Alternative MediaAdditional Alternative Media
• Creative Advertisers have virtually unlimited sources to convey messages
• The Fruit Label Co. has used vegetables and fruits to carry ads for movies
• Levi’s advertises 501 jeans on the back of comic books
![Page 14: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/14.jpg)
Car AdvertisingCar Advertising
![Page 15: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/15.jpg)
Post-it AdvertisingPost-it Advertising
![Page 16: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/16.jpg)
Yellow Page AdsYellow Page Ads
• Yellow Pages is an advertising medium that consumers turn to when seeking a product or service and are prepared to make a purchase
• Annual revenues of $14 billion.
• Both local and national advertisers use the service
• Young. Professional and educated demographic
![Page 17: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/17.jpg)
Yellow Page AdsYellow Page Ads
• Reasons for using Yellow Pages:
Saving time spent shopping around for information
Saving energy and money
Finding information quickly
Learning about products and services60% of American Adults use yellow
pages at least once
![Page 18: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/18.jpg)
Yellow Page AdsYellow Page Ads
Yellow pages differ from other ad media:
Unlike other media, yellow pages costumers actively seek ads
Advertiser largely determines quality of ad placement by the actions it takes
![Page 19: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/19.jpg)
Yellow Page AdsYellow Page Ads
Yellow pages differ from other ad media:
Clear-cut limits on possible creative executions
Method of purchase (i.e. purchased for full year).
![Page 20: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/20.jpg)
Mass Online AdvertisingMass Online Advertising
• Internet not replacement but key element of IMC programs
• 60% of U.S. households have internet access
• By 2005, online spending will represent 8% of overall advertising and amount to $16.5 billion
![Page 21: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/21.jpg)
The 2 I’s of the InternetThe 2 I’s 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.
![Page 22: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/22.jpg)
Internet Advertising FormatsInternet Advertising Formats
• Websites
Users seek out web sites in a goal-oriented fashion
Movie web sites play prominent role in predicting box-office performance
“Form follows function”
![Page 23: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/23.jpg)
Internet Advertising FormatsInternet Advertising Formats
• Banner Ads
Equivalent of 30-second T.V. ads
Who pays attention?
Nielsen/NetRatings: Average click rate of 2001 was 0.49%
Exposure not equivalent to attention
![Page 24: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/24.jpg)
Internet Advertising FormatsInternet Advertising Formats
• Pop-ups
Ads that appear in a separate window out of nowhere
![Page 25: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/25.jpg)
Internet Advertising FormatsInternet Advertising Formats
• Interstitials/Superstitials
Interstitials: Ads that appear between two
content pages
Superstitials: Short animated ads that play over
web page
![Page 26: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/26.jpg)
Internet Advertising FormatsInternet Advertising Formats
• Site Sponsorships
Advertiser is a partial or exclusive sponsor of a Web site and benefits from the visitations to the site
Ex. IBM paid $1 Million to be sole sponsor of National Football League’s http://www.superbowl.com
![Page 27: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/27.jpg)
Measuring Internet Ad Measuring Internet Ad EffectivenessEffectiveness
How many people clicked through a particular web ad?
What are the demographic characteristics of these people?
How many visited a particular Web site?
What actions were taken following click-throughs or site visitations?
![Page 28: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/28.jpg)
The Tools of Internet Audience The Tools of Internet Audience MeasurementMeasurement
Log file analysis
Surveys of sample users using recall measurement
Electronic measurement of a sample of internet users
![Page 29: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/29.jpg)
Log File AnalysisLog File Analysis
Examining server log files
Tracks machines
Provides no information about the people who request particular files
![Page 30: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/30.jpg)
SurveysSurveys
Using survey methods to obtain information about consumers’ Web-site usage activities along with demographic & psychographic characteristics
![Page 31: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/31.jpg)
SurveysSurveys
Problems:
Memories are fallible
People overstate their usage of popular Web sites and understate usage of less-popular sites
People often provide responses that put themselves in positive light
![Page 32: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/32.jpg)
ElectronicElectronic
Media Matrix & Nielsen Media Research
Software tracking meters
![Page 33: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/33.jpg)
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
Click-through rates
Cost-per-thousand impressions (CPM)
Cost-per-thousand actions (CPA)
![Page 34: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/34.jpg)
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
Click-through rates
The % of people who are exposed to a banner ad who actually click their mouse on the ad.
Banner ads can have effect without a click-through needed.
![Page 35: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/35.jpg)
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
Click-through rates
The % of people who are exposed to a banner ad who actually click their mouse on the ad.
Banner ads can have effect without a click-through needed.
![Page 36: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/36.jpg)
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
CPM
How much it costs to place an ad on a particular Web site.
“Opportunity to see”
![Page 37: Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising](https://reader031.vdocuments.us/reader031/viewer/2022032311/56649d8d5503460f94a75c91/html5/thumbnails/37.jpg)
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
CPA
Number of users who:
Actually click on a banner ad,
Visit a brand’s Web site,
Register their names on the brands Web site,
Actually purchase (electronically) the advertised brand.