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

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

3. 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

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

5. 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

6. 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

7. 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

8. E-Mail Advertising Spam Viral Marketing
Unsolicited messages sent to in-boxes
Opt-in: Bulk ers have to get permission to send
Opt-out: ers have to have an option to say no to further s
Viral Marketing
Uses or other methods to circulate a message among family and friends
Message MUST be compelling and deliver value exclusive of brand value

9. 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

10. 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

11. 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