THE INTERNET

AND
INTERACTIVE
MEDIA

T H E I N T E R N E T I S A W O R L D W I D E M E A N S O F E X C H A N G I N G I N F O R M AT I O N
A N D C O M M U N I C AT I N G T H RO U G H A S E R I E S O F I N T E R C O N N E C T E D
COMPUTERS.
Neeti Sharma,792
ADVANTAGES OF INTERNET ADVERTISING
• Target Advertising- The Web has the ability to target very specific group of individuals with a minimum
of waste coverage. In the consumer market, through personalization and other targeting techniques, sites
are becoming more tailored to meet one’s needs and wants.
• Message tailoring- Messages can be designed to appeal to the specific needs and wants of the target
audience.
• Interactive capabilities- Because the Internet is interactive, it provides strong potential for increasing
customer involvement and satisfaction and almost immediate feedback for buyers and sellers.
• Information access- The greatest advantage of the Internet is it’s availability as an information force
24 X 7. Internet users can find a plethora of information almost about any topuc of their choosing merely
by conducting a search through one of the search engines.
• Sales potential- Sales potential of the Internet has been increasing over the years.
• Creativity- Creatively designed sites can enhance a company’s image, lead to repeat visits and positively
place the company or organization in the consumer’s mind.
• Exposure- For many small companies, WWW enables them to gain exposure.
• Speed- The Internet is the quickest means of acquiring information.
• Complements to IMC- The net, both complements and is complemented by other IMC media.
DISADVANTAGES OF INTERNET ADVERTISING
• Measurement problems- There is lack of reliability of the research numbers generated.
• Web snarl- At times, downloading information from the net takes a long time. When there
are a number of users, the time increases, and some sites may be inaccessible due to too many
visitors.
• Clutter- As a number of ads proliferate, the likelihood of one’s ad being noticed drops
significantly.
• Potential for deception- Advertisers attempt to target children with subtle advertising
messages. In addition, data collection without consumers’ knowledge, hackers and credit card
thefts are a number of problems confronting the Internet.
• Poor reach- Majority of Indians do not have access to the Internet and are illiterate. So the
medium is not able to reach the masses.
• Irritation- Consumers’ show discontent with clutter, email spam and pop-ups. These irritating
aspects deter visitors from coming to the sites.
Marketing objectives

Product Characteristics
FACTORS
Pricing Strategy
AFFECTING
Channels of distribution MEDIA
Promotional Plans PLANNING
Competitive Forces

Media specific factors

MEDIA
PL ANNING AND
SCHEDULING
DIMENSIONS OF A MEDIA MEDIA
PLAN PLANNING
PROCESS
Media planning involves
Setting media objectives deciding about the type of
media to be used, narrowing
down on specific media
Defining the target market vehicles and scheduling pattern
in the light of the various

Selecting media type media objectives and the target

audience to whom the
message is to be delivered.

Selecting media vehicles

Media scheduling
 SELECTING MEDIA AND ALLOCATING BUDGET
Every media type requires that specific media types be selected – network television,
newspapers, consumer magazines, and the budget be allocated amongst those chosen categories.
This involves objective and subjective considerations.

Objective
considerations

Match of media Match of media Relative

Influence of
type to target type to stated efficiencies of
competition
market objective various medias

Subjective
considerations

Perceived Creative
Media
characteristics strategy to be
environment
of media employed
FACTORS AFFECTING CHOICE OF
MEDIA TYPE
OBJECTIVE CONSIDERATIONS
• The match of media type to target market (does
on particular medium deliver more efficiently to
your target market than another?)
• The match of media type to stated objective
(balance between reach, frequency, GRPs,
continuity and dominance)
• The relative efficiencies of the various medias
(what is the cost associated with reaching a
particular kind of prospect via a particular
medium?)
• The influence of competition (do you want to
avoid media types used by competitors?)
SUBJECTIVE CONSIDERATIONS
• The perceived characteristics of media (do
consumers consider a particular medium more
‘dynamic’ or ‘vital’?) what is the perceived
‘prestige’ value of the various media?
• The message (creative) strategy to be employed
(certain creative approaches may be considered
better in one media type than in another)
• The media environment (what is the editorial or
entertainment environment of the media types to
be used? For example, if there is an abundance of
violence on prime time network television, is this
appropriate for your brand, even if the specific
program you choose is not violent.