the internet and interactive media © 2003 mcgraw-hill companies, inc., mcgraw-hill/irwin
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The Internet and Interactive MediaThe Internet and Interactive Media
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Electronic mail (e-mail)Electronic mail (e-mail)
UsenetUsenet
TelnetTelnet
File transfer protocol (ftp)File transfer protocol (ftp)
Hypertext transfer protocol (http)Hypertext transfer protocol (http)
Client serverClient server
GopherGopher
Wide Area Information Server (WAIS)Wide Area Information Server (WAIS)
World Wide Web (WWW)World Wide Web (WWW)
Electronic mail (e-mail)Electronic mail (e-mail)
UsenetUsenet
TelnetTelnet
File transfer protocol (ftp)File transfer protocol (ftp)
Hypertext transfer protocol (http)Hypertext transfer protocol (http)
Client serverClient server
GopherGopher
Wide Area Information Server (WAIS)Wide Area Information Server (WAIS)
Features of the Internet
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet FeaturesInternet Features
Internet Participants
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
InternetInternet
InternetInternet
ReceiversReceivers
UsersUsers
ShoppersShoppers
CustomersCustomers
SendersSenders
AdvertisersAdvertisers
SponsorsSponsors
e-CommerceMerchants
e-CommerceMerchants
Adoption Curve for the Web and Other Media
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Website
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Where information is made available by the provider
Where information is made available by the provider
Must Be:Must Be: –Interesting
–Current
–Easy to navigate
–Involving
Cheerios Uses Its Package to Drive Consumers to Its Web Site
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Ameritrade Uses Television to Drive Consumers to Their Site
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
Huggies Homepage Appeals to Mothers
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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To Create AwarenessTo Create Awareness
To Create an Image
To Create an Image
To Generate Interest
To Generate Interest
To Disseminate Information
To Disseminate Information
To Stimulate Trial
To Stimulate Trial
To Create a Strong BrandTo Create a
Strong BrandTo Create a
Strong BrandTo Create a
Strong Brand
To Create an Image
To Create an Image
To Disseminate Information
To Disseminate Information
To Generate Interest
To Generate Interest
To Create AwarenessTo Create Awareness
Internet Communications Objectives
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ObjectivesObjectives
Snapple Uses the Internet to Create Interest
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Xerox Uses the Web to Develop an Image
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Skyy Blue Redefines the Traditional Website
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Internet Sales Objectives- E-commerce
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
May Be Primaryor Secondary
Objective
May Be Primaryor Secondary
Objective
The Direct Selling of Goods and
Services Through the Internet
The Direct Selling of Goods and
Services Through the Internet
The Direct Selling of Goods and
Services Through the Internet
The Direct Selling of Goods and
Services Through the Internet
Rapid Growth Rates Likely to Continue
Rapid Growth Rates Likely to Continue
Rapid Growth Rates Likely to Continue
Rapid Growth Rates Likely to Continue
Fast Growth in “Downloadable”
Purchases
Fast Growth in “Downloadable”
Purchases
Fast Growth in “Downloadable”
Purchases
Fast Growth in “Downloadable”
Purchases
E-Commerce on the Web
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
E-CommerceE-Commerce
Both Consumer and Business-to-businessBoth Consumer and Business-to-business
ebay Is a Well Known E-Commerce Site
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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AdvertisingAdvertising
Sales PromotionsSales Promotions
Personal SellingPersonal Selling
Public RelationsPublic RelationsPublic RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionsSales Promotions
AdvertisingAdvertising
Integrating the Internet into an IMC Program
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Direct MarketingDirect Marketing
The Internet site should be
integrated with:
The Internet site should be
integrated with:
BannersBanners
SponsorshipsSponsorships
Pop-ups/Pop-undersPop-ups/
Pop-unders
Push Technologies
Push Technologies
LinksLinks
InterstitialsInterstitials
BannersBanners
SponsorshipsSponsorships
Pop-ups/Pop-undersPop-ups/
Pop-unders
InterstitialsInterstitials
Push Technologies
Push Technologies
Integrating the Internet--Advertising
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet Advertising
Has a Variety of Forms:
Internet Advertising
Has a Variety of Forms:
Typical Banner Ad
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
National Association of RealtorsUses TV and the Internet
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
Keebler Uses Sales Promotions on Their Website
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Vastly Increases Potential Reach
Vastly Increases Potential Reach
Reduces High Cost of Personal Calls
Reduces High Cost of Personal Calls
Provides Quick, Easy, Information
to Prospects
Provides Quick, Easy, Information
to Prospects
May Be a Source of Leads
May Be a Source of Leads
May Improve One-on-one
Communications
May Improve One-on-one
Communications
May Improve One-on-one
Communications
May Improve One-on-one
Communications
May Be a Source of Leads
May Be a Source of Leads
Provides Quick, Easy, Information
to Prospects
Provides Quick, Easy, Information
to Prospects
Vastly Increases Potential Reach
Vastly Increases Potential Reach
Reduces High Cost of Personal Calls
Reduces High Cost of Personal Calls
Personal Selling on the Internet
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
May Replace Personal Selling
May Replace Personal Selling
May Enhance Personal Selling Efforts
May Enhance Personal Selling Efforts
May Serve As a Sales Conference
Medium
May Serve As a Sales Conference
Medium
May Help to Enhance Customer
Data Bases
May Help to Enhance Customer
Data Bases
May Stimulate Trial of the Goods or
Service
May Stimulate Trial of the Goods or
Service
May Stimulate Trial of the Goods or
Service
May Stimulate Trial of the Goods or
Service
May Help to Enhance Customer
Data Bases
May Help to Enhance Customer
Data Bases
Public Relations on the Internet
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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iVillage has Numerous Sponsorship Partners
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Often Used by Catalogers
Often Used by Catalogers Highly TargetedHighly Targeted
Relies onEmail ListsRelies on
Email ListsRelies on
Email ListsRelies on
Email Lists
Highly TargetedHighly TargetedOften Used by Catalogers
Often Used by Catalogers
Direct Marketing and the Internet:Direct Mail
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Attempts to Reach Those With
Specific Needs
Attempts to Reach Those With
Specific Needs
Direct Mail(Email)
Direct Mail(Email)
Program Content Similar to Television, Cable or SatelliteProgram Content Similar to Television, Cable or SatelliteProgram Content Similar to Television, Cable or SatelliteProgram Content Similar to Television, Cable or Satellite
Infomercials on the World Wide Web
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
InfomercialsInfomercials
Web Provides for Greater Audience Interaction
Web Provides for Greater Audience Interaction
TrackingTracking
Recall and Retention
Recall and Retention
Online Measuring
Online Measuring
SalesSalesPanelsPanelsPanelsPanels
Recall and Retention
Recall and Retention
SalesSales
Online Measuring
Online Measuring
TrackingTracking
SurveysSurveys
Measures of Effectiveness
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ArbitronArbitron
MRI and SMRBMRI and SMRB
Audit Bureau of CirculationAudit Bureau of Circulation
Internet Advertising Bureau (IAB)Internet Advertising Bureau (IAB)
eMarketereMarketer
Nielsen Net RatingsNielsen Net Ratings
Jupiter MediaMetrics, Inc.Jupiter MediaMetrics, Inc.
Business 2.0 and Fast CompanyBusiness 2.0 and Fast Company
Internet Advertising Report & office.comInternet Advertising Report & office.com
MRI and SMRBMRI and SMRB
Audit Bureau of CirculationAudit Bureau of Circulation
Internet Advertising Bureau (IAB)Internet Advertising Bureau (IAB)
eMarketereMarketer
Nielsen Net RatingsNielsen Net Ratings
Jupiter MediaMetrics, Inc.Jupiter MediaMetrics, Inc.
Business 2.0 and Fast CompanyBusiness 2.0 and Fast Company
ArbitronArbitron
Sources of Measurement Data
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Data SourceData
Source
Internet Advantages and Disadvantages
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Target MarketingTarget Marketing
Message TailoringMessage Tailoring
Interactive CapabilitiesInteractive Capabilities
Information AccessInformation Access
Sales PotentialSales Potential
CreativityCreativity
ExposureExposure
AdvantagesAdvantages DisadvantagesDisadvantages
SpeedSpeed
Limited production qualityLimited production quality
Poor reachPoor reach
IrritationIrritation
WebsnarlWebsnarl
Potential for deceptionPotential for deception
Measurement problemsMeasurement problems
ClutterClutter
PrivacyPrivacy
Target MarketingTarget Marketing
Message TailoringMessage Tailoring
Interactive CapabilitiesInteractive Capabilities
Information AccessInformation Access
Sales PotentialSales Potential
CreativityCreativity
ExposureExposure
SpeedSpeed
Limited production qualityLimited production quality
Poor reachPoor reach
WebsnarlWebsnarl
Potential for deceptionPotential for deception
Measurement problemsMeasurement problems
ClutterClutter
PrivacyPrivacy
Interactive TV—Allows the Viewer to Interact With the Television
Program and Advertising
Interactive TV—Allows the Viewer to Interact With the Television
Program and Advertising
Interactive TV—Allows the Viewer to Interact With the Television
Program and Advertising
Interactive TV—Allows the Viewer to Interact With the Television
Program and Advertising
Additional Interactive Media
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Wireless—Communications to Users Through Satellite Broadcast Systems or
Cellular Phone Systems
Wireless—Communications to Users Through Satellite Broadcast Systems or
Cellular Phone Systems