1. Alternative Offline Advertising Media and Mass Online Advertising
Chapter Thirteen
Alternative Offline Advertising Media and Mass Online Advertising

2. Alternative Advertising Media
Two Broad Groupings of Media Alternatives:
Alternative Offline Mass Media
Mass Online Ad Media

3. Alternative Offline Advertising Media
Product Placements in Movies
Videos for VCRs

4. Alternative Offline Advertising Media
Virtual Signage at Sports Stadiums and Other Venues
CD-ROM Advertising
Yellow Pages Advertising
Others (Post-its, cars, any flat surface)

5. Product Placement in Movies
Evidence of effectiveness of such advertising is limited but growing
Building Brand Awareness, as well as enhancing recall
Peripheral Route of persuasion

6. Video Advertising VCR Penetration in U.S.: >90%
Limited research to verify effectiveness of video advertising (may be better, cheaper than print brochures)

7. Virtual Signage
Some brand logos seen at sports venues on TV are virtual (i.e. computer generated image)
Can use state-of-the art graphics to capture attention

8. CD-ROM Advertising
Increasing use of medium to present detailed product information
B2B and B2C marketing
Some retailers are using CD-ROMs to advertise products

9. Yellow Pages Ads
Advertising medium that consumers turn to when seeking a product or service and are prepared to make a purchase
YP Users: Young, professional and educated demographic
In a typical week, about 60% of American Adults use yellow pages at least once

10. Additional Alternative Media
Creative advertisers have virtually unlimited locations to convey messages

11. Car Advertising

12. Post-it Advertising

13. Mass Online Advertising
Internet not replacement but key element of IMC programs
At least 60% of U.S. households have Internet access at home

14. The 2 I’s of the Internet Individualization:
Refers to the fact that the Internet user has control over the flow of information
Interactivity:
Allows for users to select the information they perceive relevant & for brand managers to build relationships with customers via two-way communication.

15. Internet Advertising Formats
Websites
Banner Ads
Pop-ups
Interstitials/Superstitials
Site Sponsorships

16. The Tools of Internet Audience Measurement
See text:
Log file analysis (server logs)
Surveys of sample users using recall measurement
Electronic measurement of a sample of internet users

17. The Metrics of Internet Advertising
Click-through rate (CTR)
The % of people who are exposed to a banner ad who actually click their mouse on the ad. (Mean: 0.2% to 0.49%)

18. The Metrics of Internet Advertising
CPM
Cost per thousand (impressions)
How much it costs to place an ad on a particular Web site
No info on effectiveness

19. The Metrics of Internet Advertising
CPA
Cost per action.
Number of users who:
Actually click on a banner ad,
Visit a brand’s Web site,
Register their names on the brands Web site,
Actually purchase (electronically) the advertised brand.