Alternative Offline Advertising Media and Mass Online Advertising Chapter Thirteen Alternative Offline Advertising Media and Mass Online Advertising

Alternative Advertising Media Two Broad Groupings of Media Alternatives: Alternative Offline Mass Media Mass Online Ad Media

Alternative Offline Advertising Media Product Placements in Movies Videos for VCRs

Alternative Offline Advertising Media Virtual Signage at Sports Stadiums and Other Venues CD-ROM Advertising Yellow Pages Advertising Others (Post-its, cars, any flat surface)

Product 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

Video Advertising VCR Penetration in U.S.: >90% Limited research to verify effectiveness of video advertising (may be better, cheaper than print brochures)

Virtual Signage Some brand logos seen at sports venues on TV are virtual (i.e. computer generated image) Can use state-of-the art graphics to capture attention

CD-ROM Advertising Increasing use of medium to present detailed product information B2B and B2C marketing Some retailers are using CD-ROMs to advertise products

Yellow Pages Ads Advertising medium that consumers turn to when seeking a product or service and are prepared to make a purchase YP Users: Young, professional and educated demographic In a typical week, about 60% of American Adults use yellow pages at least once

Additional Alternative Media Creative advertisers have virtually unlimited locations to convey messages

Car Advertising

Post-it Advertising

Mass Online Advertising Internet not replacement but key element of IMC programs At least 60% of U.S. households have Internet access at home

The 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.

Internet Advertising Formats Websites Banner Ads Pop-ups Interstitials/Superstitials Site Sponsorships

The Tools of Internet Audience Measurement See text: Log file analysis (server logs) Surveys of sample users using recall measurement Electronic measurement of a sample of internet users

The Metrics of Internet Advertising Click-through rate (CTR) The % of people who are exposed to a banner ad who actually click their mouse on the ad. (Mean: 0.2% to 0.49%)

The Metrics of Internet Advertising CPM Cost per thousand (impressions) How much it costs to place an ad on a particular Web site No info on effectiveness

The Metrics of Internet Advertising CPA Cost per action. 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.