1. Muhammad Waqas Interactive and Alternative Media Lecture 21

2. Muhammad Waqas Recap 1.Magazines 2.Out of home advertising 3.Packaging 4.Directory advertising

3. Muhammad Waqas Chapter Outline I.Chapter Key Points II.Interactive Media III.The Internet IV.Internet Advertising V.E-Mail Advertising VI.Alternative and New Media

4. Muhammad Waqas Key Points Determine the difference between interactive media and more conventional mainstream media Explain how the Internet works as a business and as marketing communications Discuss how Internet advertising works Discuss how e-mail advertising works Show how the different forms of interactive and alternative media are changing the way advertising works

5. Muhammad Waqas Interactive Media Communication systems that permit two- way communication Believed to be the most persuasive type of communication available to marketers Not limited to the Internet – also includes telephone and e-mail

6. Muhammad Waqas The Internet – A linked system of international computer networks The World Wide Web – The information interface that allows people to access the Internet through an easy-to-use graphical format

7. Muhammad Waqas E-Business and Marketing Communication E-business – 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

8. Muhammad Waqas The Internet and Marketing Communication 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 Chat rooms Blogs

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

10. Muhammad Waqas Summary I.Chapter Key Points II.Interactive Media III.The Internet

11. Muhammad Waqas Reference Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice- Hall, New Delhi, ND.