1. Week 16 - Internet High creativity Short lead time to change ads Simplicity of segmentation High audience interest Easy to directly measure impact Clutter Difficult to buy ad space Reach only computer users Low intrusion value Hard to retain interest of surfers AdvantagesDisadvantages

2. Direct mail Lands in hands of person who opens the mail and makes the purchase decisions. Response rate averages 2.5%. Disadvantages are clutter and costs. Used heavily in business-to-business

3. Alternative media Leaflets and brochures Ads on carry-home bags Ads on clothing and caps Ads on movie trailers Yellow pages Ads sent by fax Video replay and signage at sporting events Ads on walls in airports, subway, etc. Guerilla marketing Product placements

4. Internet marketing Huge Internet growth in last decade  Daily Internet access  Communication  Voice over Internet Protocol (VoIP)  Web blogs  Internet retail sales $144 billion 7% of global retail sales

5. Functions of the Internet Advertising Sales support Customer service Public relations E-commerce

6. E-Commerce Selling products over the Internet Entry into e-commerce  Trend of future  Fad  Alternative mode of shopping Source of information for shoppers

7. Top cyber categories Travel Office, home, garden Computer hardware/software Apparel Automotive Consumer electronics Food & beverages

8. E-Commerce components Catalog Shopping cart Payment procedure

9. Online purchases Security concerns  False credit card charges  Fraud  Identity theft  History & advertising Purchase habits  Incentives

10. E-Commerce incentives Financial incentives Convenience incentives Value incentives

11. Online financial incentives First-time purchases Repeat purchases Cyberbait Effective incentives  Free shipping & handling  Dollar discounts  Free gifts Must be meaningful Change periodically

12. Convenience incentives Time Update and change website Easy to locate merchandise Convenience services

13. Value incentives Change long-term purchase habits Personalize shopping Examples  Available only online  Free online courses  Free information

14. Business-to-Business E-Commerce Re-buy situations Brand name recognition Requires incentives  Financial  Convenience  Value Online exchanges and auctions Store or warehouse locator

15. International E-Commerce Global sales capabilities Areas to address  Communication barriers  Cultural differences  Shipping  Internet capabilities  Payment procedures  Security Websites in different languages Call centers in different countries

16. IMC and the Internet Important component of IMC Communication between departments  Marketing  Human resources  Production  Information technology  Call centers  Shipping departments

17. Drivers to new websites Internet search engines Word-of-mouth Internet banners Television ads Print ads Cross-references  Product packaging  POP

18. IMC and the Internet Search engine key words Online advertising E-mail advertising Blogs Off-line advertising

19. Branding and the Internet Brand image Website support of image Cyberbranding Brand spiraling Halo brand effect

20. Brand loyalty and the Internet Brand loyal consumers Communication is key  Make shopping pleasurable  Establish one-to-one communications  Personalized information  Niche customers

21. Sales support and the Internet Information for sales staff  Client information  Product information  Company information Information for customers Prospecting Qualifying prospects Gathering information

22. Customer service and the Internet Cost-effective method Easy-to-use website Alternative communication  Discussion groups  Chat rooms  Blogs Access by businesses Access by manufacturers Response time