Ch. 15 By: Nick Boring and Malene Mikkelsen

Why use the internet?  Medium that provides direct feedback  Increased high speed internet connections Let to an increase in time spent online  Technologies allow for tracking interests and purchase behaviors  Increased ability to reach potential consumers

Advertising on the Internet  Banners- Create awareness or recognition  Sponsorships Regular- Pays for section of site Content- Sponsor participates in content  Pop-ups/Pop-Unders  Paid Search  Rich Media

Pros  Target Marketing  Message Tailoring  Interactive Capabilities  Information Access  Sales Potential  Creativity  Exposure/Speed

Cons  Measurement Problems  Clutter  Potential For Deception  Privacy  Irritation

Audience Effectiveness  Measures of effectiveness Recall and Retention Surveys- both online and in person Sales Tracking ○ Brand Awareness ○ Message association ROI

Examples  Google Chrome-Jess Time V8nfU V8nfU  United Breaks Guitars Oqozo Oqozo