chapter 17 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Digital Interactive.

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chapter 17 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Digital Interactive Media and Direct Mail Factors advertisers weigh when considering digital interactive media and direct mail Chapter

Chapter 17 Objectives Discuss the opportunities and challenges of digital interactive media Explain the evolution of interactive media Debate the pros and cons of the Internet as an advertising medium Define the various kinds of Internet advertising Explain how Internet advertising is sold and how much it costs Enumerate the various types of direct-mail advertising Categorize costs associated with direct-mail advertising Assess which kinds of mailing lists are best Determine and measure the Internet’s audience 17-3

Digital Interactive Media U.S. growth in online ad spending Insert ex. 17-1, p. 542 U.S. online advertising spending Position = centered horiz., 2.15” vertical Size = 8.1” WIDE Resolution: 300 dpi 17-4

The Internet as a Medium Anatomy of the Internet 17-5

The Internet as a Medium Insert ex. 17-3, p. 545 Percent of online searches by search engine Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi 2006 online search percentages by search engine 17-6

Who Uses the Internet How People Access the Internet NarrowbandCable ModemBroadband DSLDirecPCMSN TV Women City Dwellers Older Adults College Attendees The Internet as a Medium 17-7

The Internet as a Medium MSN TV 2 Web screen shows easy-to-use and interactive aspects of the World Wide Web incorporated directly into TV Insert photo 17.7, p. 555 MSN TV 2 web screen Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi 17-8

The Internet as a Medium Types of Internet Ads Websites Banners and Buttons Sponsorship Classified Ads Rich MediaInterstitials Added Value Rich MailSpamCRM 17-9

The Internet as a Medium Internet ad revenues by ad type Insert ex. 17-8, p. 557 Percent of internet ad revenues Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi 17-10

Measuring the Internet Audience StandardizationTracking Ad impressions Click rate Cookies Profiling PrivacyClick rate CPM 17-11

The Global Impact of the Internet eBay is an example of how global commerce is becoming more common Insert photo 17.10, p. 566 eBay web screen Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi 17-12

DVD Catalogs and Magazines Kiosks Interactive TV (DVR) Other Interactive Media Staples assists customers with stand-alone digital kiosks Insert photo 17.11, p. 568 Digital kiosk Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi What are some forms of interactive media? 17-13

Direct-Mail Advertising Types of Direct-Mail Ads Sales Letters, Postcards, and Business-Reply Mail Folders, Brochures, and Broadsides Self-Mailers and CMM Statement StuffersHouse Organs Catalogs 17-14

Buying Direct-Mail Advertising Acquiring Direct-Mail Lists Production and Handling Distribution House Database Rented Mail- Response Compiled by Broker 17-15

Buying Direct- Mail Advertising Typical listing from Direct Mail List Rates and Data Insert ex , p. 574 Direct Mail List Rates and Data listing Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi 17-16