The Internet and Interactive Media. DO U KNW? What is WWW? Who owns WWW?

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Presentation transcript:

The Internet and Interactive Media

DO U KNW? What is WWW? Who owns WWW?

World Wide Web  WWW is not synonymous with Internet.  Internet is a global system of interconnected computer networks.  Web is an application running on the Internet.  In March 1989, Sir Tim Berners-Lee wrote a proposal about a database and software project he had built in  A NeXt computer - used by Berners-Lee as the world's first web server and also to write the first web browser, World WideWeb, in  The World Wide Web Consortium (W3C) was founded by Tim Berners-Lee in Oct 1994 at MIT.

2006 – Internet advertising exceeds $16.2 billion 2011 (Projected) - $42 billion 2006 – Internet advertising exceeds $16.2 billion 2011 (Projected) - $42 billion Bust – 25% drop 2005 – Internet advertising at $10 billion 1994 – Ads on HotWired Growth in Internet Advertising

Y knw bout Web Mktg?

Internet Communications Objectives

DISCUSS… Suxesful Websites ? Define: Suxesful Y r they suxesful?

6 Cs of an Effective Website

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

Internet Advertising

Banner ads

Standard banner ad sizes Source: IAB 2009

Pop-up ads

Contextual ads KBB - Pontiac Ad XBOX Interstitial ads

Internet – Sales Promotion

Internet – Personal Selling

Internet – Public Relations (experience)

Internet – Direct Marketing  (  Infomercials - Famous Infomercial Famous Infomercial  Parody Parody  E-Commerce (Amazon, ebay, Xerox)

FUN TIME …

Internet Effectiveness – Measure it !  Internet Specific  Clicks  Post-click conversions  Cost per conversion IAB Glossary

Internet Effectiveness – Measure it !  Cross Media Optimization Studies  Traditional Measures  Recall  Retention  Sales  Usage/Attitude Surveys

Internet Effectiveness – Sources?  Arbitron  MRI & SMRB  Ad Analyzer  Audit Bureau of Circulations  Interactive Advertising Bureau  eMarketer  Nielson Net Ratings  Jupiter Research ABC - Free Reports

THINK… Weigh it out! Wot r the Pros & Cons of the Net?

Internet - PROs  Targeting capabilities  Message tailoring  Interactive capabilities  Information access  Sales potential  Creativity  Exposure  Speed  Complementing other IMC elements

Internet - CONs  Measurement problems  Annoyance  Clutter  Potential for deception  Privacy  Irritation

OTHER INTERACTIVE MEDIA Mobile Interactivity Interactive Television

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