The Internet and Interactive Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Electronic mail ( ) Usenet Telnet File transfer protocol (ftp) Hypertext transfer protocol (http) Client server Gopher Wide Area Information Server (WAIS) World Wide Web (WWW) Electronic mail ( ) Usenet Telnet File transfer protocol (ftp) Hypertext transfer protocol (http) Client server Gopher Wide Area Information Server (WAIS) Features of the Internet © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet Features

Internet Participants © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinInternet Internet Receivers Users Shoppers Customers Senders Advertisers Sponsors e-Commerce Merchants e-Commerce Merchants

Adoption Curve for the Web and Other Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Website © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Where information is made available by the provider Must Be: –Interesting –Current –Easy to navigate –Involving

Cheerios Uses Its Package to Drive Consumers to Its Web Site © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Ameritrade Uses Television to Drive Consumers to Their Site © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Huggies Homepage Appeals to Mothers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

To Create Awareness To Create an Image To Generate Interest To Disseminate Information To Stimulate Trial To Create a Strong Brand To Create an Image To Disseminate Information To Generate Interest To Create Awareness Internet Communications Objectives © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Objectives

Snapple Uses the Internet to Create Interest © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Xerox Uses the Web to Develop an Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Skyy Blue Redefines the Traditional Website © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Internet Sales Objectives- E-commerce © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin May Be Primary or Secondary Objective The Direct Selling of Goods and Services Through the Internet

Rapid Growth Rates Likely to Continue Fast Growth in “Downloadable” Purchases E-Commerce on the Web © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin E-Commerce Both Consumer and Business-to-business

ebay Is a Well Known E-Commerce Site © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Advertising Sales Promotions Personal Selling Public Relations Personal Selling Sales Promotions Advertising Integrating the Internet into an IMC Program © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Marketing The Internet site should be integrated with:

Banners Sponsorships Pop-ups/ Pop-unders Push Technologies Links Interstitials Banners Sponsorships Pop-ups/ Pop-unders Interstitials Push Technologies Integrating the Internet--Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet Advertising Has a Variety of Forms:

Typical Banner Ad © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

National Association of Realtors Uses TV and the Internet © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Keebler Uses Sales Promotions on Their Website © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Vastly Increases Potential Reach Reduces High Cost of Personal Calls Provides Quick, Easy, Information to Prospects May Be a Source of Leads May Improve One- on-one Communications May Be a Source of Leads Provides Quick, Easy, Information to Prospects Vastly Increases Potential Reach Reduces High Cost of Personal Calls Personal Selling on the Internet © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin May Replace Personal Selling May Enhance Personal Selling Efforts May Serve As a Sales Conference Medium May Help to Enhance Customer Data Bases May Stimulate Trial of the Goods or Service May Help to Enhance Customer Data Bases

Public Relations on the Internet © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

iVillage has Numerous Sponsorship Partners © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Often Used by Catalogers Highly Targeted Relies on Lists Relies on Lists Relies on Lists Relies on Lists Highly Targeted Often Used by Catalogers Direct Marketing and the Internet:Direct Mail © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Attempts to Reach Those With Specific Needs Direct Mail ( ) Direct Mail ( )

Program Content Similar to Television, Cable or Satellite Infomercials on the World Wide Web © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Infomercials Web Provides for Greater Audience Interaction

Tracking Recall and Retention Online Measuring Sales Panels Recall and Retention Sales Online Measuring Tracking Surveys Measures of Effectiveness © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Arbitron MRI and SMRB Audit Bureau of Circulation Internet Advertising Bureau (IAB) eMarketer Nielsen Net Ratings Jupiter MediaMetrics, Inc. Business 2.0 and Fast Company Internet Advertising Report & office.com MRI and SMRB Audit Bureau of Circulation Internet Advertising Bureau (IAB) eMarketer Nielsen Net Ratings Jupiter MediaMetrics, Inc. Business 2.0 and Fast Company Arbitron Sources of Measurement Data © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Data Source

Internet Advantages and Disadvantages © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure AdvantagesDisadvantages Speed Limited production quality Poor reach Irritation Websnarl Potential for deception Measurement problems Clutter Privacy Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure Speed Limited production quality Poor reach Websnarl Potential for deception Measurement problems Clutter Privacy

Interactive TV—Allows the Viewer to Interact With the Television Program and Advertising Additional Interactive Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Wireless—Communications to Users Through Satellite Broadcast Systems or Cellular Phone Systems