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Interactive and Alternative Media

Interactive and Alternative Media. Lecture 22. Recap. Chapter Key Points Interactive Media 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

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Interactive and Alternative Media

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  1. Interactive and Alternative Media Lecture 22

  2. Recap • Chapter Key Points • Interactive Media • The Internet

  3. 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 The Internet

  4. 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 Internet Advertising

  5. 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

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

  7. 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 Alternative and New Media

  8. 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 Alternative and New Media

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

  10. Play… • Tic Tac Gorilla Marketing • The Last Exorcism GM • Born Mobile bus stop • TNT Drama

  11. Summary • The Internet • Internet Advertising • E-Mail Advertising • Alternative and New Media

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

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