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Muhammad Waqas Interactive and Alternative Media Lecture 21
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Muhammad Waqas Recap 1.Magazines 2.Out of home advertising 3.Packaging 4.Directory advertising
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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
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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
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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
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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
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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
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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
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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
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Muhammad Waqas Summary I.Chapter Key Points II.Interactive Media III.The Internet
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Muhammad Waqas Reference Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice- Hall, New Delhi, ND.
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