the internet and interactive media chapter fifteen promotional strategy
Post on 19-Dec-2015
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TRANSCRIPT
The Internet and Interactive Media
Chapter Fifteen
Promotional Strategy
The Internet is Revolutionizing Business
• Recording industry.
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out
travel agencies.
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out
travel agencies.
• Television.
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out
travel agencies.
• Television.– People are watching television less.
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out
travel agencies.
• Television.– People are watching television less.– YouTube is growing.
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out travel
agencies.
• Television.– People are watching television less.– YouTube is growing.
• Retailing.
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out travel
agencies.• Television.
– People are watching television less.– YouTube is growing.
• Retailing.– Online purchasing.
The Internet is Revolutionizing Business
• Education.
The Internet is Revolutionizing Business
• Education.– Online courses.
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
• Motion pictures.
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
• Motion pictures.– Downloadable movies are coming…
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
• Motion pictures.– Downloadable movies are coming…
• Journalism.
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
• Motion pictures.– Downloadable movies are coming…
• Journalism.– Online publications.
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
• Motion pictures.– Downloadable movies are coming…
• Journalism.– Online publications.– Blogs.
Internet Burst on Scene in 1990s
• Technology had been available since about 1970.• Question: how can this medium make money?• Followed model of television and radio advertising.
– Big move to put ads on internet.– Banner ads.
• Ads ineffective – declined in dot.com crash of about 2000.
• Post-crash ads began to be developed using net technology.
• Then came…
• Developed by Larry Page and Sergey Bri, Stanford Ph.D. students.
• Began to download entire internet into PCs.
• Developed superior algorithm for internet search.
• Resisted commercializing product until it was superior search engine.
“You create your ads You create ads and choose keywords, which are words or phrases related to your business.
Your ads appear on Google When people search on Google using one of your keywords, your ad may appear next to the search results. Now you're advertising to an audience that's already interested in you. You attract customers People can simply click your ad to make a purchase or learn more about you. It's that easy!”
--The advertiser pays nothing unless someone clicks on the ad.
According to:
• Advertiser pays nothing if no one clicks.
• Advertiser only pays for people interested in ad.
• Rate per click varies.
• Major traditional media advertisers are now moving online.
Other Internet Promotion
• Personal Selling.
• Public Relations.
• Direct marketing.– e-Bay– Amazon.com