Interactive and Alternative Media

Part 3: Effective Advertising Media

Chapter 10

10 - 2

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

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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

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The Internet and Marketing Communication

• Web sites• Advertising resources

– Search engines

– Search marketing

– B2C and B2B ad networks

• Chat rooms• Blogs

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Internet Advertising

Primary Purposes• Provide a brand

reminder message• Deliver informational

or persuasive message• Drive traffic• Direct Marketing

Types of Internet Ads• Banner ads• Skyscrapers• Pop-ups/Pop-unders• Minisites• Superstitials

• Rich media• Streaming video

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The Internet

The Internet Audience• The Internet is the

leading tool for information searching by all ages

• Millenials 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• Can be 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

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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 or other

methods to circulate a message among family and friends

– Message MUST be compelling and deliver value exclusive of brand value

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Alternative and New Media

Advertainment

• When companies integrate brands into content

• Also called branded entertainment

• Situational ads– Harder for the viewer to

dismiss as ads

– Product is a character in the program

• Kenny Rogers Roasters

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

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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

• Second Life/World of Warcraft

Wireless Communication• Links the phone to

information source• The most important

change in communication systems in the new millennium

• Location Based Marketing

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Alternative and New Media

Alternative Media

• Ads appearing in unexpected new places– Recipe Kiosks

– Video Coupons

– Floor Posters

Guerrilla Marketing

• Unconventional marketing communication activities

• Intended to get a buzz on a limited budget

• Also called Stealth, Ambush marketing

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Medium Intrusiveness

Active

Processing Trust Targeting Cost

Outdoor High Passive Low High $2.39Radio Moderate Passive Moderate Low $10.85

Magazines Low Active Moderate High $11.84TV High Passive Low Low $16.74

Newspapers Low Active High Moderate $24.95

Internet Moderate Interactive Low High $0.10 - 20.00

Media Comparison