1. Lecture 9
Communication

2. Communication — Today’s Objectives
Objectives will be to:
Explore how the Internet affects marketing communications
Examine the marketing levers — offline and online
Discuss the six steps of the communication process
Explore integrated implementation of levers across the four relationship stages

3. Communication How the Internet Affects Marketing Communications
The Marketing Levers — Offline and Online
The Six Steps of the Communication Process
Integrated Implementation of Levers Across the Four Relationship Stages
EBay Example
Conclusion

4. Communication How the Internet Affects Marketing Communications
The Marketing Levers — Offline and Online
The Six Steps of the Communication Process
Integrated Implementation of Levers Across the Four Relationship Stages
EBay Example
Conclusion

5. The Effects of the 2Is on Communication
Individualization
Interactivity
Allows consumers to specify preferences
Facilitates relationship building through two-way communication
Allows tracking of consumer response to marketing communications
Individual controls information flow
Allows more targeted communications
Individualized marketing communications are more relevant to the consumer
Communication

6. Personalization and Predicting Behavior
Point-Counterpoint

7. The 2Is Streamline Advancement Through the Stages
One Seamless Experience
Banner Ad (to promote awareness)
Website
Personalized Website
Permission s
Individualized offerings
2Is
2Is
User can set up the webpage according to personal preferences, register for s, give feedback, or make a purchase
User clicks on banner to find out more
Awareness
Exploration
Commitment

8. Communication How the Internet Affects Marketing Communications
The Marketing Levers — Offline and Online
The Six Steps of the Communication Process
Integrated Implementation of Levers Across the Four Relationship Stages
EBay Example
Conclusion

9. Online and Offline Levers
Outdoor Advertising (Billboards)
Sales force/Face-to-Face
Radio
Public Relations
Yellow Pages
Telemarketing
Television
Offline
Brochures
Direct Mailings
Magazines
Newsletters
Newspapers
Point-of-Purchase Displays
Sponsorships
Customer Service
Banner Ads
Wireless Devices
Websites
Personal Websites
Online
Rich Media
Marketing
Interstitials
Dynamic Ads
Classifieds & Listings
Search Engines
Interactive Television
Mass
Personal

10. Profiles of Online Media Types

11. Ad Views (Impressions)
Internet Ad Terms
Ad Clicks
Aggregate number of user clicks on a banner ad
Ad Views (Impressions)
Number of times a banner ad is downloaded to a user’s browser and presumably looked at
Click-Through
Percentage of ad views that are clicked upon; also “Ad Click Rate”
CPC (Cost-per-Click)
Formula used to calculate what an advertiser will pay to an Internet publisher based on number of click-throughs a banner generates
CPM
Cost per thousand impressions of a banner ad; a publisher that charges $10,000 per banner and guarantees 500,000 impressions has a CPM of $20 ($10,000 divided by 500)
Measurement recorded in server log files that represent each file downloaded to a browser; since page design can include multiple files, hits are not a good guide for measuring traffic at a website
Hit
Unique Users
Number of individuals who visit a website in a specified period of time; requires the use of registration or cookies to verify and identify unique users
A series of requests made by an individual at one site; if no information is requested for a certain period of time, a “time-out” occurs and the next request made counts as a new visit — a 30 minute time-out is now standard
Visits

12. Communication How the Internet Affects Marketing Communications
The Marketing Levers — Offline and Online
The Six Steps of the Communication Process
Integrated Implementation of Levers Across the Four Relationship Stages
EBay Example
Conclusion

13. Six Steps of the Communication Process
Identify the Target Audience
Step 1
Determine the
Communication Objective
Step 2
Develop the Media Plan
Step 3
Create the Message
Step 4
Execute the Campaign
Step 5
Evaluate the Effectiveness
of the Campaign
Step 6

14. A Process for Defining Media Choice and Mix
Communication
Criteria
Media
Criteria
Chose
Media Mix
Allocate
Spending
Tie Back to
Overall
Plan
Behavioral objectives
Available spending
Customer segments
Ability to further behavioral objectives
CPM
Ability to reach target segments
Direct mail, Internet, broadcast, print, point-of-sale, etc.
Allocation of spending across media mix elements and time periods based on relative priority
Tie media plan back to communications plan (e.g., make sure the media plan will drive the trial or awareness required)

15. Genuity Ads

16. Genuity Website

17. Communication How the Internet Affects Marketing Communications
The Marketing Levers — Offline and Online
The Six Steps of the Communication Process
Integrated Implementation of Levers Across the Four Relationship Stages
EBay Example
Conclusion

18. Exploring the Levers Across the Relationship Stages
Awareness
Exploratory / Expansion
Commitment
Dissolution
Television, iTV
Magazines and newspapers
Radio
Yellow pages
Billboards / outdoor advertising
Banner ads
Television, iTV
Magazines and newspapers
Radio
Rich media ads and dynamic ad placement
Website
Direct mail
Telemarketing
Customer service
Sales force
Terminate marketing
Search engines
Listings
Classifieds
Website
Personalized pages
Permission
Permission direct mail
Direct mail
Telemarketing
Customer service
Sales force
Public relations
Sales force

19. Communication How the Internet Affects Marketing Communications
The Marketing Levers — Offline and Online
The Six Steps of the Communication Process
Integrated Implementation of Levers Across the Four Relationship Stages
EBay Example
Conclusion

20. EBay Sponsored Link

21. EBay/Disney Cobranded Site

22. Communication How the Internet Affects Marketing Communications
The Marketing Levers — Offline and Online
The Six Steps of the Communication Process
Integrated Implementation of Levers Across the Four Relationship Stages
EBay Example
Conclusion

23. Communication — Conclusion
Effective marketing communications must be integrated and work together with synergy, and they must be consumer-centric
The communication marketing levers include various communication types that can be organized into the following categories: mass offline, personal offline, mass online, personal online
The communication process involves six steps: 1) Identify the target audience, 2) determine the communication objective, 3) develop the media plan, 4) create the message, 5) execute the campaign and 6) evaluate the effectiveness of the campaign
Specific levers can be applied that are appropriate for each relationship stage