The Internet and Interactive Media

1. The Internet and Interactive Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Electronic mail (e-mail) Usenet Telnet File transfer protocol (ftp) Hypertext transfer protocol (http) Client server Gopher Wide Area Information Server (WAIS) World Wide Web (WWW) Features of the Internet Electronic mail (e-mail) Usenet Telnet File transfer protocol (ftp) Internet Features Hypertext transfer protocol (http) Client server Gopher Wide Area Information Server (WAIS) © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

3. Senders Internet Receivers Internet Advertisers Users Sponsors Shoppers e-Commerce Merchants Customers Internet Participants © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4. Adoption Curve for the Web and Other Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5. Must Be: The Website Where information is made available by the provider • Interesting • Current • Easy to navigate • Involving © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. Cheerios Uses Its Package to Drive Consumers to Its Web Site + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. Ameritrade Uses Television to Drive Consumers to Their Site *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8. Huggies Homepage Appeals to Mothers + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9. To Create Awareness To Stimulate Trial To Generate Interest To Create a Strong Brand To Disseminate Information To Create an Image Internet Communications Objectives To Create Awareness To Generate Interest Objectives To Create a Strong Brand To Disseminate Information To Create an Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. Snapple Uses the Internet to Create Interest + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Xerox Uses the Web to Develop an Image + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. Skyy Blue Redefines the Traditional Website + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

13. May Be Primaryor Secondary Objective Internet Sales Objectives- E-commerce The Direct Selling of Goods and Services Through the Internet The Direct Selling of Goods and Services Through the Internet © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. Rapid Growth Rates Likely to Continue Fast Growth in “Downloadable” Purchases Both Consumer and Business-to-business E-Commerce on the Web E-Commerce Rapid Growth Rates Likely to Continue Fast Growth in “Downloadable” Purchases © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

15. ebay Is a Well Known E-Commerce Site + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. Advertising Sales Promotions Personal Selling Public Relations Direct Marketing Integrating the Internet into an IMC Program Advertising Sales Promotions The Internet site should be integrated with: Personal Selling Public Relations © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. Banners Sponsorships Pop-ups/Pop-unders Interstitials Push Technologies Links Integrating the Internet--Advertising Banners Sponsorships Internet Advertising Has a Variety of Forms: Pop-ups/Pop-unders Interstitials Push Technologies © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. Typical Banner Ad © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. National Association of RealtorsUses TV and the Internet *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

20. Keebler Uses Sales Promotions on Their Website + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

21. Reduces High Cost of Personal Calls Vastly Increases Potential Reach Provides Quick, Easy, Information to Prospects May Improve One-on-one Communications May Be a Source of Leads May Serve As a Sales Conference Medium Personal Selling on the Internet May Replace Personal Selling Reduces High Cost of Personal Calls Vastly Increases Potential Reach May Enhance Personal Selling Efforts Provides Quick, Easy, Information to Prospects May Help to Enhance Customer Data Bases May Help to Enhance Customer Data Bases May Improve One-on-one Communications May Be a Source of Leads May Stimulate Trial of the Goods or Service May Stimulate Trial of the Goods or Service © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

22. Public Relations on the Internet + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

23. iVillage has Numerous Sponsorship Partners + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

24. Often Used by Catalogers Highly Targeted Attempts to Reach Those With Specific Needs Relies on Email Lists Direct Marketing and the Internet:Direct Mail Often Used by Catalogers Highly Targeted Direct Mail (Email) Relies on Email Lists © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

25. Program Content Similar to Television, Cable or Satellite Web Provides for Greater Audience Interaction Infomercials on the World Wide Web Infomercials Program Content Similar to Television, Cable or Satellite © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

26. Tracking Surveys Online Measuring Panels Sales Recall and Retention Measures of Effectiveness Tracking Online Measuring Panels Sales Recall and Retention © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

27. Arbitron MRI and SMRB Audit Bureau of Circulation Internet Advertising Bureau (IAB) eMarketer Nielsen Net Ratings Jupiter MediaMetrics, Inc. Business 2.0 and Fast Company Internet Advertising Report & office.com Sources of Measurement Data Arbitron Data Source MRI and SMRB Audit Bureau of Circulation Internet Advertising Bureau (IAB) eMarketer Nielsen Net Ratings Jupiter MediaMetrics, Inc. Business 2.0 and Fast Company © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

28. Internet Advantages and Disadvantages Advantages Disadvantages Target Marketing Target Marketing Measurement problems Measurement problems Message Tailoring Message Tailoring Websnarl Websnarl Clutter Clutter Interactive Capabilities Interactive Capabilities Potential for deception Potential for deception Information Access Information Access Privacy Privacy Sales Potential Sales Potential Creativity Creativity Limited production quality Limited production quality Poor reach Poor reach Exposure Exposure Irritation Speed Speed © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

29. Wireless—Communications to Users Through Satellite Broadcast Systems or Cellular Phone Systems Additional Interactive Media Interactive TV—Allows the Viewer to Interact With the Television Program and Advertising Interactive TV—Allows the Viewer to Interact With the Television Program and Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin