Chapter 9: INTERNETADVERTISING 9.1

Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail ( ) Electronic Mail ( ) Internet Relay Chat (IRC) Internet Relay Chat (IRC) Usenet Usenet World Wide Web (WWW) World Wide Web (WWW)9..2

Overview of Cyberspace (con’t) INTERNET MEDIA ADVERTISING (listservs) (listservs) Usenets Usenets World Wide Web World Wide Web INTERNET MEDIA ADVERTISING TACTICS Push Strategy Push Strategy Pull Tactics Pull Tactics Listservs Listservs Spam Spam9.3

Overview of Cyberspace (con’t) GETTING AROUND THE WORLD WIDE WEB Surfing Surfing Using Search Engines – Users Type in a Few Words and a Programmer Process Finds All Sites that Correlate with Keywords Using Search Engines – Users Type in a Few Words and a Programmer Process Finds All Sites that Correlate with Keywords Hierarchical Search Engines Hierarchical Search Engines Collection Search Engines Collection Search Engines Concept Search Engines Concept Search Engines Robot Search Engines Robot Search Engines Portals Portals Other Ways to Find Sites Other Ways to Find Sites Traditional Word of Mouth Traditional Word of Mouth Internet Enthusiasts Share Experiences on the Web Internet Enthusiasts Share Experiences on the Web9.4

Advertising on the Internet ADVANTAGES Target Market Selectivity Target Market Selectivity Tracking Tracking Deliverability Deliverability Interactivity Interactivity Cost Cost Integration Integration9.5

Advertising on the Internet (con’t) Who Advertises on the Internet --Highly Concentrated Among Web and High-Tech Companies --Traditional Firms are Focusing on Web Site Development Cost of Internet Advertising --Cost Per Thousand Basis is Becoming More Favorable --Site Development Ranges From $5,000 to $100,000 or More 9.6

Advertising on the Internet (con’t) TYPES OF INTERNET ADVERTISING Banner Ads Banner Ads Pop-Up Ads Pop-Up Ads Communication Communication Permission Marketing Permission Marketing Viral Marketing Viral Marketing Corporate Home Pages Corporate Home Pages –Details about Firm –Other Contents of Interest –Virtual Mail 9.7

Establishing a Site on the World Wide Web COST OF ESTABLISHING A SITE GETTING SURFERS TO COME BACK Sticky Site Sticky Site Rational Branding Rational Branding PURCHASING KEY WORDS & DEVELOPING A DOMAIN NAME Online Search Engines Sell Domain Names Online Search Engines Sell Domain Names A Domain Name is a Unique URL A Domain Name is a Unique URL Firms May Choose Company Names Firms May Choose Company Names Firms May Choose a Name Descriptive of the Business Firms May Choose a Name Descriptive of the Business9.8

Establishing a Site on the World Wide Web (con’t) PROMOTING WEB SITES PROMOTING WEB SITES Notify Usernet Groups Notify Usernet Groups Register with Search Engines, Internet Yellow Pages, Register with Search Engines, Internet Yellow Pages, Appropriate Listserv Groups Send Out Press Releases Send Out Press Releases as Direct Mail as Direct Mail Traditional Mass Media Traditional Mass Media SECURITY AND PRIVACY ISSUES 9.9

Establishing a Site on the World Wide Web (con’t) MANAGING THE BRAND IN AN E-COMMUNITY Brand Communities Behave like Traditional Communities Brand Communities Behave like Traditional Communities They Have Their Own Cultures, Rituals, and Traditions They Have Their Own Cultures, Rituals, and Traditions Members May Create Detailed Web Pages Devoted to Brand Members May Create Detailed Web Pages Devoted to Brand Members Discuss Ways to Use and Promote Brand to Each Other Members Discuss Ways to Use and Promote Brand to Each Other9.10

Establishing a Site on the World Wide Web (con’t) IMC AND INTERNET ADVERTISING Coupons Coupons Contests Contests Event Marketing Event Marketing Public Relations and Publicity Public Relations and Publicity Sales Support Sales Support9.11

Establishing a Site on the World Wide Web (con’t) THE FUTURE OF INTERNET ADVERTISING Linked to Two Types of Technology Linked to Two Types of Technology Wireless Communications Wireless Communications Video Transmission--Dependent Upon Broadband Development Video Transmission--Dependent Upon Broadband Development9.12