Interactive and Alternative Media

1. Interactive and Alternative Media Part 3: Effective Advertising Media Chapter 10 ADVERTISING Principles and Effective IMC Practice

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 e-mail advertising works • Show how the different forms of interactive and alternative media are changing the way advertising works ADVERTISING Principles and Effective IMC Practice

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 • Email Advertising • Trend & barrier ADVERTISING Principles and Effective IMC Practice

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 e-mail (interactive users select the info., contact co. or other users directly) • Purpose: provide information used as the support media ADVERTISING Principles and Effective IMC Practice

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 5 ADVERTISING Principles and Effective IMC Practice

6. Basic Terms ADVERTISING Principles and Effective IMC Practice

7. The Internet • 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 ADVERTISING Principles and Effective IMC Practice

8. 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 The Internet and Marketing Communication ADVERTISING Principles and Effective IMC Practice

9. 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 E-Business and Marketing Communication ADVERTISING Principles and Effective IMC Practice

10. Coach Online shop ADVERTISING Principles and Effective IMC Practice

11. Primary Purposes Provide a brand reminder message Deliver informational or persuasive message Drive traffic Internet Advertising ADVERTISING Principles and Effective IMC Practice

12. Types of Advertising ADVERTISING Principles and Effective IMC Practice

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 ADVERTISING Principles and Effective IMC Practice

14. Measuring Audiences Hits The number of times a particular site is visited Click-through The number of people who click on a banner ad The Internet audience and measurement ADVERTISING Principles and Effective IMC Practice

15. Email Advertising ADVERTISING Principles and Effective IMC Practice

16. E-mail Advertising • Viral Marketing • Uses e-mail to circulate a message among family and friends ADVERTISING Principles and Effective IMC Practice

17. Other E-mail Advertising • Spam: Unsolicited messages sent to e-mail in-boxes -Opt-in: Bulk e-mailers have to get permission to send any email -Opt-out: E-mailers have to have an option to say no to further e-mails ADVERTISING Principles and Effective IMC Practice

18. Advantages VS Disadvantages ADVERTISING Principles and Effective IMC Practice

19. 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 Internet Advertising ADVERTISING Principles and Effective IMC Practice

20. 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. Alternative and New Media ADVERTISING Principles and Effective IMC Practice

21. Alternative and New Media 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 ADVERTISING Principles and Effective IMC Practice

22. Video Games Opportunities to create online games as well as place products within video games e.g. Oishi games Alternative and New Media ADVERTISING Principles and Effective IMC Practice

23. Guerrilla Marketing Unconventional marketing communication activities (highly creative) Intended to get a buzz on a limited budget Alternative and New Media ADVERTISING Principles and Effective IMC Practice

24. 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 ADVERTISING Principles and Effective IMC Practice

25. End of the Lesson ADVERTISING Principles and Effective IMC Practice