1. The Internet and Interactive Media

2. Why the rapid adoption of the Internet?

3. Growth in Internet Advertising 2006 – Internet advertising exceeds $16.9 billion 2000-2002 – 25 percent drop 2005 – Internet advertising at $10 billion 1994 – Advertisements on HotWired

4. Internet Communications Objectives Objectives Create Awareness Create a Strong Brand Generate Interest Disseminate Information Create an Image Stimulate Trial Create Buzz Answer Questions

5. Levels of Internet/Web Engagement Placeholder Business brochure (online collateral) Image Development Vehicle Public Relations Tool Community / Network for Consumers E-Commerce Site Sales Promotion Tool Product Review Source (ok to disparage products you sell?) Source for Detailed Product Information and Links to Peripheral Sites/Information of Interest

6. Huggies Provides Information & Community for Expecting Mothers

7. Design Effectiveness - The Web Site

8. Web Design Effectiveness Principles & Practices Repeat yourself often. Then repeat yourself more. Layer your information. Layered information is a key unique advantage of web advertising. Text is STILL better than graphics! Make as much immediately visible as possible without scrolling or linking. Home pages are portals and matchmakers – not deep selling devices or closers. (Think pre-approach-approach-…close sale, AIDA, etc.) White space - good, clutter - bad, but consider placing the optimal number of teasers with hot-links as white space will allow. Remember the “3-click Rule”: Get users there in three clicks or less, or else…! Hire a development firm that has technical/programming, design/aesthetic AND marketing sensibilities. Produce final edited text before giving to developer. Small text, width and central screen position is best for most browsers. Division of Labor: Design and Layout, Content, Technology – who’s responsible for what? Double the amount of time estimated to complete your website.

9. Banners Sponsorships Pop-ups/ Pop-unders Push Technologies Paid Search Interstitials Banners Sponsorships Pop-ups/ Pop-unders Interstitials Links Web Advertising Options Internet Advertising Has a Variety of Forms:

10. Typical Banner Ads

11. Sales Promotions Are Common on Websites

12. Public Relations on the Internet

13. Internet Measures of Effectiveness Visit Measures Hits – # times a site is visited Unique Visitors - # of different viewers per time period Referrals In, Referrals Out Transaction/ROI Measures Click-through % – The internet equivalent of “response rate” Conversion %: The % of those clicking-through who transact Cost Per Conversion/Burn Rate - $ spent to convert prospect into transacting customer Frequency to Conversion Ratios: Measures effective frequency Action - Sales, Inquiries, etc. Navigation Measures Average Page Views - # of pages viewed (duplicated & unduplicated) Average Page Depth – How many pages are viewed per visit, on average Average Visit Time – How long the user stayed Other Measures/Methods Eye-Tracking: Captures physical eye movements Cross-Media Lift: Measures synergies between internet ads and other media Traditional Advertising Measures – Recall, Recognition, Brand Preference, etc.

14. Internet Advantages and Disadvantages Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed AdvantagesDisadvantages Complement to IMC Poor reach Site Stability Annoyance Potential for deception Measurement problems Clutter Privacy High Targetability & Involvement Message/Offer Tailoring – Ad Serving Capability Interactive Capabilities Layered Information Access Commerce Potential Availability & Self-pacing Flexibility Complement to IMC Poor reach Annoyance Potential for deception Demographics Measurement Problems Clutter Privacy