The Web as Medium Interactivity :

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Presentation transcript:

The Web as Medium Interactivity : Continuous construct capturing the quality of a 2-way communication between 2 parties. Two dimensions: Response time Response contingency (response of one party contingent upon the response by other party)

The Web as Medium The Web is a Hypermedia Computer-Mediated Environment Mass Media Interpersonal and computer-mediated communications Hypermedia CMEs Vanderbilt elab: http://ecommerce.vanderbilt.edu/

The Web as Medium Mass Media Model

The Web as Medium Interpersonal Model

The Web as Medium Hypermedia CMEs

Consumer Behavior and the Web: FLOW

Internet Communications Objectives To Disseminate Information To Create Awareness To Gather Research Information To Create an Image To Stimulate Trial To Improve Customer Service To Increase Distribution

Internet Advertising Sponsorship Banner Ads Pop-Ups Interstitial Ownership of an entire site or page Banner Ads A portion of another owner’s page Pop-Ups Small windows that appear automatically Interstitial Ads appearing while waiting for a page to load Push Technologies or Webcasting Automatic or unsolicited message delivery Links Hypertext links to other sites, pages or locations

Measures of Effectiveness KEY TERMS Hits Number of requests for a site component Viewers Number of visits to a site Unique visitors Number of different visitors per period Clicks (Click-throughs) Number of visitors clicking on a banner ad Click-through rate Ratio of click-throughs from an ad to a page at the advertiser's website Impressions per page views Number of times viewers view a page

Measures of Effectiveness Online Measuring Data on demographics, psychographics, location of access, media used, buying habits, and more. Recall and Retention Daily user interviews to measure recall and retention of web content viewed Nonresponse Measures of destination after failure to click-through Surveys On- and off-line surveys to determine usage factors Panels Usage and attitude data obtained from a specific group Sales Sales volume keyed to specific times and sites Tracking Accumulation of site performance data

Sources of Measurement Data Arbitron MRI and SMRB Audit Bureau of Circulation Internet Advertising Bureau (IAB) iVALS PC-Meter eMarketer eAdvertiser Double-Click 24/7 Jupiter, Forrester and MediaMetrics Business 2.0, Industry Standard, Fast Company Internet Advertising Report and Individual.com