Chapter Objectives To explore the different ways the Internet can be used for IMC. To review the strengths and limitations of the Internet and interactive.

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Presentation transcript:

Chapter Objectives To explore the different ways the Internet can be used for IMC. To review the strengths and limitations of the Internet and interactive media.

Internet A worldwide means of exchanging information and communicating through a series of interconnected computers.

Internet into an IMC Program Advertising Sales Promotions Personal Selling Public Relations Personal Selling Sales Promotions Advertising Direct Marketing The Internet site should be integrated with:

Internet Marketing All marketing functions conducted on the Internet.

Internet Communication Objectives To Build a Brand Image To Disseminate Information To Create Awareness Objectives

The Internet and IMC Advertising Transaction Vehicle Ads Support E-Commerce

Proctor and Gamble Initial Question: What will we use the Internet for? Commercials Evolved into current uses:

Examples of Banner Ads

Support

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Sales Promotions on the Internet

Using the Web to Develop an Image?

E-Commerce Any kind of commercial activity which is electronically facilitated.

Focuses of Online Marketing Efforts

Personal Selling on the Internet 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 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

Direct Marketing on the Internet Relies on Lists Relies on Lists Highly Targeted Attempts to Reach Those With Specific Needs Direct Mail ( ) Direct Mail ( )

Permission-Based Commercial

Measuring Internet Effectiveness Variety of methods, most of which can be done electronically. Fully measuring communication effects is an emerging trend.

Communication Effects Measures Online Measuring Panels Recall and Retention Surveys Tracking Sales Measuring Communication Effects Online Measuring Panels Recall and Retention Surveys Sales

Sources of Measurement Data 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 Data Source

Poor reach Internet Marketing Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure StrengthsLimitations Speed Limited production quality Measurement problems Irritation Potential for deception Privacy concerns Clutter Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure Speed Limited production quality Measurement problems Potential for deception Poor reach Clutter Privacy concerns