1. Interactive and Alternative Media
Part 3: Effective Advertising Media
Chapter 10

2. Chapter Outline Chapter Key Points Interactive Media The Internet
Internet Advertising
Advertising
Alternative and New Media

3. 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 advertising works
Show how the different forms of interactive and alternative media are changing the way advertising works

4. 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

5. The Internet The Internet The World Wide Web
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

6. 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

7. 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
B2B ad networks
Chat rooms
Blogs

8. 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

9. The Internet 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

10. Internet Advertising Advantages Relatively inexpensive
Can also deliver business
Advertisers can customize and personalize messages
Can provide sales leads or actual sales
Disadvantages
Inability of experts to consistently produce effective ads and to measure their effectiveness
Clutter may even be worse than in other media

11. The Web in International Advertising
Not everyone around the globe has the access or ability to use the Internet
Advertising and sales promotion laws differ from country to country
Language barriers
Exchange rates
Technological differences among worldwide Internet audiences

12. E-Mail Advertising Spam Opt-in Opt-out Viral Marketing
Unsolicited messages sent to in-boxes
Opt-in
Bulk ers have to get permission to send
Opt-out
ers have to have an option to say no to further s
Viral Marketing
Uses to circulate a message among family and friends

13. Alternative and New Media
Advertainment
When companies integrate brands into the content of shows
Also called branded entertainment
Situational ads
Harder for the viewer to dismiss as ads
Product is a character in the program
New Internet Practices
Brand experiences on the Web
Companies making their Web sites more engaging and entertaining
Webisodes
Recurring episodes in a developing story
Blends advertising and entertainment to attract audiences

14. Alternative and New Media
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
Wireless Communication
Links the common phone to a computer
The most important change in communication systems in the new millennium

15. Alternative and New Media
Nonelectronic New Media
Ads appearing in unexpected new places
Guerrilla Marketing
Unconventional marketing communication activities
Intended to get a buzz on a limited budget