1. Chapter 10
Interactive Media—communication systems that permit two-way communication
Believed to be the most persuasive type of communication available to marketers, allows contact with the company and provides responses to inquiries
Not limited to the Internet – also includes telephone and

2. E-Business and Marketing Communication
All the hardware, software, and computer know-how that provides a platform for businesses that use the Internet to sell products
Providing information
Collecting information
The Internet and privacy

3. The Internet and Marketing Communication
A linked system of international computer networks
Intranet
Internal communication systems that connect employees
Extranets
Communication systems that connect a company and its employees to key external stakeholders
Web sites
Advertising resources
Search engines
Search marketing
B2B ad networks
Chat rooms
Blogs

4. Internet Advertising Primary Purposes Provide a brand reminder message
Deliver informational or persuasive messages
Drive traffic to the site
Types of Internet Ads
Banner ads
Skyscrapers
Pop-ups/Pop-behinds
Minisites
Superstitials
Rich media
Streaming video

5. The Internet Measuring Audiences Hits Click-through
The Internet Audience
The Internet is the leading tool for information searching by all ages
Teens spend more time online than any other age group
Measuring Audiences
Hits
The number of times a particular site is visited
Click-through
The number of people who click on a banner ad

6. Internet Advertising Advantages Relatively inexpensive
Can also deliver business
Advertisers can customize and personalize messages
Can provide sales leads or actual sales
Rich media
Disadvantages
Inability of experts to consistently produce effective ads and to measure ad effectiveness
Extreme clutter
Negative attitudes
Often ignored
Complex ads load slowly

7. E-Mail Advertising Permission marketing Spam Opt-in Opt-out
Unsolicited messages sent to in-boxes
Highly objectionable
Worth spammer’s while
Opt-in
Opt-out
Viral Marketing
Uses to circulate a message among family and friends
Some are automatic, others intentional

8. Alternative and New Media
New Internet Practices
Brand experiences on the Web
Companies making their Web sites more engaging and entertaining
Webisodes
Minimovies on the Web
Blends advertising and entertainment to attract audiences
Video Games
Opportunities to create online games as well as place products within video games
Planners and buyers are asking for standardized independent data that prove effectiveness

9. Alternative and New Media
Wireless Communication
Instant messaging
Used heavily by teens
Highly invasive
Opt-in and viral techniques are best
Many undiscovered possibilities exist
Nonelectronic New Media
Ads appearing in unexpected new places
Guerrilla Marketing
Unconventional marketing communication activities
Intended to get a buzz on a limited budget