Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Interactive and Alternative Media Part 3: Effective Advertising Media Chapter 10

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-2 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

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-3 Objective To study characteristic, adv & disadv points of all media types in order to make good choices for ad campaign Outline -Interactive Media -Internet & Marketing communication -E-Business -Internet Advertising - Advertising -Trend & barrier

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-4 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 (interactive  users select the info., contact co. or other users directly) Purpose: provide information used as the support media

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-5 5 Internet/SMS Movement - Popular medium among BKK people - More common for Marketing Promotion campaign -Internet Audience: Attract specific target group such as Teenagers, White Collars

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice6 Basic Terms

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-7 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

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-8 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 Advertising resources Search engines e.g. google, sanook Chat rooms e.g. MSN Blogs Youtube

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-9 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

Coach Online shop Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-10

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-11 Internet Advertising Primary Purposes Provide a brand reminder message Deliver informational or persuasive message Drive traffic

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice12 Types of Advertising

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-13 Types of Internet Ads Banner ads: small ads on other web pages on which you can click to move to the advertised Web site Skyscrape: the extra-long, skinny ads running down the right or left side of a Web site Pop-ups/Pop-behinds: An advertising message suddenly appears on a user’s computer monitor. Sometimes, it interrupt the user Minisites: allow advertisers to market their products without sending people away form the site they’re visiting Superstitials/Interstitials: work like TV ad, when you go from one page on a Web site to another Streaming video

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-14 The Internet audience and measurement Measuring Audiences Hits The number of times a particular site is visited Click-through The number of people who click on a banner ad

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice15 Advertising

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-16 Advertising Viral Marketing Uses to circulate a message among family and friends

Other Advertising Spam: Unsolicited messages sent to e- mail in-boxes -Opt-in: Bulk ers have to get permission to send any -Opt-out: ers have to have an option to say no to further s Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-17

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice18 Advantages VS Disadvantages

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-19 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

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-20 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 e.g. situation comedy, game shows, etc.

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-21 New Internet Practices Brand experiences on the Web Companies making their Web sites more engaging and entertaining Webisodes (web+episodes) Recurring episodes in a developing story Blends advertising and entertainment to attract audiences e.g. Mini Cooper Webisodes Alternative and New Media

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-22 Alternative and New Media Video Games Opportunities to create online games as well as place products within video games e.g. Oishi games

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-23 Alternative and New Media Guerrilla Marketing Unconventional marketing communication activities (highly creative) Intended to get a buzz on a limited budget

Alternative and New Media Advantages Low Cost Get awareness and curiosity Get buzz High impact Disadvantages Limited to small number of target Hard to measure May intrude the privacy Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-24

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice25 End of the Lesson