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Statistics Range: 69% - 101% Mean: 86.6% Median: 87% Mode: 88%

Distribution 10-3

Short Answer All Strat plans have? Split Run: 2 versions of same ad Circulation vs. readership Multiple of

MC/TF Copywriting for outdoor? % of people who read body copy? Editorial integrity? Insight mining: “A-ha” moments? 10-5

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Essay-Frontier Magnitude Doubled in size/planes +56% bookings Awareness doubled “Major Airline” 8-8

Altoids Old fashioned medicinal to modern an flavorful Using visuals to convey extreme taste 60% increase in sales 500% in 12 key markets Sold brand for $1.46 billion! 8-9

TV Production Most important decision in pre-production? 10-10

Print High Production Values Specialized audience Long life span Creative formats Good for complex messages Lack of flexibility/long lead times Lack of immediacy High cost Limited distribution 8-11

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Internet and Nontraditional Media Advertising Principles and Practice

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10-16 Contextual Functions of Internet Advertising E-business/e-commerce –Businesses sell products, manage their businesses Information Role –Online publishing, encyclopedias Entertainment Role –Games, fashion, music, videos, YouTube, SecondLife (avatars) Social Role –MySpace Facebook Dialogue Role –Create two-way communication with customers –Create buzz or word of mouth between customers and potential customers

Types of Sites Brand Commerce Search Social Content (News, Information, Entertainment) 10-17

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Top Worldwide Websites Google Facebook Yahoo YouTube Windows Live Wikipedia Blogger.com MSN Baidu.com Yahoo.jp 10-19

Top 10 US Web Sites March 2009 Google Yahoo MySpace YouTube Facebook Windows Live MSN Wikipedia eBay AOL 10-20

Top 10 US Web Sites March 2009 Google Yahoo Facebook YouTube MySpace Wikipedia Windows Live Blogger.com Craigslist EBay 10-21

Where is Twitter? 10-22

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The Daily Beast—Debbie Fink 10-28

The Most-Visited Content Site 10-7 Started as a group of favorite Web sites by two Stanford students About 122 million visitors per month

However… Yahoo’s latest news 10-30

10-31 Replace

Purposes of Internet Advertising Brand reminder to people visiting a Web site Like an ad in traditional media, delivering information or a persuasive message Driving traffic to the Web site by enticing people to click on a banner or button 10-32

Internet Advertising Formats Banner Ads “Click through” rates are 1–7% Skyscrapers Extra-long, skinny ads down the side of a Web site; response rates can be 10 times traditional banner ads Pop-ups and pop-behinds Intrusive, annoying, less common Minisites Don’t have to leave current site; response rates about 5% Superstitials 20-second video commercial Widgets Brand-sponsored news notes, calculators, and other gadgets 10-33

Interesting facts 41% of on-line spend (#1); 19% (#2)? Search? Display (e.g., banners)? 10-34

What is… The most popular web activity: 77%? Second most: 63%? 10-35

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Animation Boosts Click-Throughs Use of technology like Flash and Java script can double click-through rates Games, contests, interviews, and music videos Visit the Site

Advertising It’s inexpensive and easy Permission marketing—asking potential consumers permission to send . –Opt in and opt out Viral marketing—uses to circulate a message among family and friends. Spam—bulk ; unsolicited messages sent to boxes. Can be profitable. Principle: Opt-in and opt-out strategies make mass more acceptable because customers give permission to marketers to contact them.

10-41 Nike Subsite Targets Women Visit the Site Nikewomen.com addresses the specific training, shopping, and information needs of women involved in high-performance athletics.

10-42 Internet Advertising Issues Measurement –Feedback is rapid, but with no standards for measurement. –Hits, viewers, unique viewers, and page views don’t offer insight about motivation or attention. –Consumer response is measured by click-throughs. –Internet measurement may become more like TV with daypart data, and reach and frequency tools. Internet Targeting and Privacy –Cookies track your movements online and report back to site owners who store or sell your information. –Privacy policies outline how/if data is collected and used. Principle: Companies that keep track of their customers’ online behavior are better able to personalize their advertising messages.

10-43 Internet Advertising Changes and Trends Increased bandwidth makes it easier to download rich media images. Rich media is interactive ads that use sound, still images, and full-motion video. Streaming video is moving images transmitted online and received through modems to computers.

10-44 Internet Advertising Advantages Relatively inexpensive. Reaches people who aren’t watching TV or reading newspapers. Internet advertising is easy to track and effective at reaching highly targeted audiences. Advertisers can customize and personalize messages. For B2B, can provide sales leads or actual sales. Small companies can easily and economically “look big” and compete with larger companies.

10-45 Internet Advertising Disadvantages Strategic and creative experts aren’t able to consistently produce effective ads and to measure their effectiveness. Clutter may even be worse than in other media.

10-46 Nontraditional Media New media –New electronic forms of media Alternative media –Nontraditional or unexpected communication tools and events Because teens are often the first to use new media forms, finding new media is especially important for advertisers trying to reach the youth market. Principle: The media person’s search for new ways to deliver messages is just as creative as the creative person’s search for new advertising ideas.

10-47 Nontraditional Marketing: Guerilla Marketing Unconventional, low-budget brand activities Get people where they live and work and play, create a personal connection Intended to create buzz on a limited budget Usually has limited reach but potential high “targetability” 2007 Cartoon Network’s Aqua Teen Hunger Force promo created a bomb scare in Boston

10-48 Nontraditional Marketing: Advertainment When companies integrate brands into the theme of TV shows –FedEx in Castaway –GEICO cavemen show Also called branded entertainment Situational or contextual ads –Embedded in specific programs –Harder for the viewer to dismiss as ads –Product is a character in the program

10-49 Nontraditional Marketing: Video Games A developing, major new medium for advertisers to target 12- to 34-year-old males (some girls). 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.

10-50 Nontraditional Marketing: Wi-Fi and Mobile Marketing Cell phones feature new products like graphic faceplates and specialty ring tones, and can play videos supported by advertising. Mobile marketing uses wireless media to deliver content and encourage direct response. Text messaging and instant messaging. Hybrid technologies like podcasting.

10-51 Nontraditional Marketing: Nonelectronic New Media Ads are appearing on backs of toilet stalls, eggs cartons, apples, subway turnstiles, pizza boxes, airline seatbacks, motion sickness bags, the bottoms of flip- flops, NASCAR race cars. NASA considering printing emblems and logos on space shuttle and space station. YourNameIntoSpace.org will put your logo on satellites.

Discussion Questions

Discussion Question 1 One interesting way to combine the assets of print and broadcast is to use the visuals from a print ad or a television commercial in an Internet ad. Why would an advertiser consider this creative strategy? What limitations would you mention? In what situations would you recommend doing this? 10-53

Discussion Question 2 This chapter briefly discussed the concept of rich media. Visit various sites related to Internet marketing and find out what is being said about this new form. Start with the Interactive Advertising Bureau (IAB), which you can find at and DoubleClick at Then find several other sites that have discussions on this topic. Put together a report entitled “Rich Media and Its Advertising Implications” for your instructor

Discussion Question 3 Three-minute debate: You are a sales rep working for a college newspaper that has an online version. How would you attract advertising? One of your colleagues says there is no market for online advertising for the paper, but you think the paper is missing an opportunity. Consider the following questions: What companies would you recommend to contact? How can Internet sites like your online newspaper entice companies to advertise on them? What competitive advantage, if any, would Web advertising for your paper provide? In class, organize into small teams with each team developing an argument on the advantages and disadvantages of Internet advertising. Set up a series of debates with each team taking half the time to argue its position. Every team of debaters has to present new points not covered in the previous presentations until there are no arguments left to present. Then the class votes as a group on the winning point of view

10-56 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall