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

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 e-mail advertising works Show how the different forms of interactive and alternative media are changing the way advertising works

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 e-mail

The Internet and Marketing Communication Web sites Advertising resources Search engines Search marketing B2C and B2B ad networks Chat rooms Blogs

Internet Advertising Primary Purposes Provide a brand reminder message Deliver informational or persuasive message Drive traffic Direct Marketing Types of Internet Ads Banner ads Skyscrapers Pop-ups/Pop-unders Minisites Superstitials Rich media Streaming video

The Internet The Internet Audience The Internet is the leading tool for information searching by all ages Millenials 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

Internet Advertising Advantages Can be 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

E-Mail Advertising Spam Viral Marketing 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 or other methods to circulate a message among family and friends Message MUST be compelling and deliver value exclusive of brand value

Alternative and New Media Advertainment When companies integrate brands into content Also called branded entertainment Situational ads Harder for the viewer to dismiss as ads Product is a character in the program Kenny Rogers Roasters 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 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 Second Life/World of Warcraft Wireless Communication Links the phone to information source The most important change in communication systems in the new millennium Location Based Marketing

Alternative and New Media Alternative Media Ads appearing in unexpected new places Recipe Kiosks Video Coupons Floor Posters Guerrilla Marketing Unconventional marketing communication activities Intended to get a buzz on a limited budget Also called Stealth, Ambush marketing