Chapter : 15

Internet and Interactive Media

Prepared By :
Vandana Korani
Samir Mehta
Why Rapid adoption of Internet ?

• Information Get whatever we want…

• Speed and Convenience of acquiring
Information
• Ability to Target Customer Effectively
• Because of high speed internet, people
spending more time in internet , so use of
visual advertising
Web Objectives

• Began with only information purpose

• Now, used for accomplish No. of Obj., promoting
Brand image,Positioning,promotions,product
Information, Product & service for sales etc.
Developing & Maintaining Website
• Website : The place where provider make
information available to users of the internet.
• Ex: Huggies Website , Asian Paint Latest
Advertise
• Maintain Long term relationship with Parent
• Establishing Brand Image for product &
supporting Sales
• Baby network provides expectant mother with
encouragement & ideas , how to maintain
happy & healthy pregnancy
• Provides information article, expert’s opinions,
weekly newsletters,presonalize for personal
needs
• Guides how to create nursery, games to play
with baby etc
Cont…
• Those who send His/her name,address,e-mail ;
They provides information, product sample to
their address.
• Guidelines for product purchase
Communication Objective
1. Create Awareness
2. Create Interest
3. Disseminate Information
4. Create an image
5. Create a Strong Brand
6. E-Commerce
 1. Create Awareness

• Awareness about product & service offer

• Ex. Los Angeles – Paper Distributor
80 % Market share After Posting on Website
• Small Company – Limited Advertising Budget,
Use mass Media rather than Internet for
better effectiveness
 2. Create Interest

•Music News
•Video Shows
•Latest Release Information
•Fashion News
•Also Purchase Concert Ticket
•Download music etc

AOLmusic.com
How sites can be used to Generate
Interest ?
www.sunsilkgangofgirls.com
http://sunsilkgangofgirls.com/makeover/sunsilk_makeover.aspx
 3.Disseminate Information
• Provide in-depth information about company’s
product & services
• Mainly for B2B,More & more buyer expect ,
company will provide detailed information
about its offering
• Ex. Government Contract,MNC’s etc
http://indianrail.gov.in/
 4. Create an Image

• Website Designed to reflect Image of

Company wants to show
• Used for image building.
 5. Create Strong Brand
• Internet be a useful tool for branding
• Not 100% sure that, Branding through internet
can achieve the company’s goal
• Reason :
1. Branding is Complicated Process
2. Branding & Direct response may be Counter
Objectives
3. The costs are too High
Cont…
Stimulate Trial
• Website offers a trial mainly in electronic
coupons
• Ex: iTunes.com offer sample music before
purchase or trial a software before purchase
online.
http://www.apple.com/itunes/?cid=OAS-US-DOMAINS-itunes.com
 6. E-Commerce
• Opportunity to sell directly to customer in
consumer Mkt & B2B Mkt
• Direct Selling of goods & Services Labeled
E-Commerce
• Ex: ebay.com, amazon.com, walmart.com
http://www.ebay.com/
http://www.amazon.com/
HOW INTERNET CAN BE USED AS
PART OF IMC PROGRAM …
1. Advertising on Internet

2. Sales & Promotions on Internet

3. Personal Selling on Internet

4. Public Relations on Internet

5. Direct Marketing on Internet

 1.Advertising on Internet
A. Banners
- Most common form of advertising on web
- Size unchanged since 1st AT&T ad
- Used for creating awareness or recognition
- Various forms i.e. side panels, skyscrapers
- Low response rate, very effective in creating
recall & Brand Building
• Side Panels banner
• Skyscrapers banner
• Flash Banner

Viewer immediately dismiss them

 B. Sponsorship
Two Type
1. Regular Sponsorship :
Company pays to sponsor a section of site

2. Content Sponsorship :
sponsor not only provides money in return
for name association but participants is
providing content itself
 C. Pop-ups / Pop - under
• Pop-ups :
- When accessing internet, you no doubt have
seen window or creature of some sort appear
on your screen in attempt to get your
attention.
- Usually larger than banner but smaller than
full screen.
• Pop-under :
- Ads appear underneath webpage & become
visible only when user leaves site.
- It is at decline stage due to creation negative
feed back from corporate & users.
 D. Interstitials
• Ads appear on your screen while you are
waiting for site’s content to download.
• Irritating & more nuisance than benefit
• Survey result :
Recall of banner : 51%
Recall of Interstitials : 76%
Ex.: Coca-cola,Acura,Tristar
• Dis adv. : can be blocked by Pop-up blockers
 E. Push Technologies
• Push msg to consumer rather than waiting for
them to find it.
 F. Links
• Click on that link, additional information
provided
 G. Paid Search ( Search Engine Advertising )

• By Far, Fastest & growing form of Advertising

• Advertiser pay only when consumer clicks on
their link from Search engine page
• In Search Option, type such word, Advertise
targeted to that customer
• Paid Most, Get best location
 H. Behavioral Targeting
• Recent / Newly concept of Advertising
• Based on Advertiser’s targeting consumer
according to Surfing Behavior
• By Compiling IP information, Targeted to
Specified Customer
 I. Contextual Ads
• Used by Advertiser who target their ads based
on content of web page.
• Determine by content on web page.
 J. Rich Media
• A Broad range of interactive digital media that
exhibit dynamic motion, Taking advantage of
Sensory feature such as Video,Audio,Animation.
• Types :
1.Online Commercials
2.Video on demand
3.Webisodes ( Short Feature film for Advertising )

Ex: Maybelline
Video maybelline.mp4
Additional internet Advertising Forms
1. Podcasting
Medium that uses internet to distribute radio
like files for downloading into iPods & MP3
players
2. RSS ( Really Simple Syndication )

3. Blogs :
- Web based publications consisting Primarily of
periodic articles
- Reflect writings of individual,community,political
organization, corporation etc.
- New way to reach the target audience.
1. Advertising on Internet

2. Sales & Promotions on Internet

3. Personal Selling on Internet

4. Public Relations on Internet

5. Direct Marketing on Internet

 2. Sales Promotion on Internet
• Internet Effective Medium for sales promotions
1. Advertising on Internet

2. Sales & Promotions on Internet

3. Personal Selling on Internet

4. Public Relations on Internet

5. Direct Marketing on Internet

 3. Personal Selling on Internet
• Threat for some person for taking away Job
Opportunity
• Strong web presence helps company to
increase effectiveness
• Dis Adv.: High Cost, Poor Reach to customer
• Web : Primary source of Information
• Visitor visit website-Get information About
product & service-Sales person follow up-
Selling Product-Cost effective
• Web Also provide Stimulate trial. i.e. Demo of
product or Sample provided online
• Cost & Time saving for both Parties
• Used For Improve one-on-one Relationship
• Customer Get Product Knowledge Deeply
• Increase in Cross selling & Customer Retention

• Ex: Caterpillar, Easy access information

1. Advertising on Internet

2. Sales & Promotions on Internet

3. Personal Selling on Internet

4. Public Relations on Internet

5. Direct Marketing on Internet

 4. Public Relations ( PR ) On Internet
• Internet used for PR activities
• Many sites devote some portion for PR activity
• Companies, Non profit org., Political party
using internet for PR purpose
• Charitable organization formed sites for PR
activity, information regarding Cause, charity
support , Collect contribution…
1. Advertising on Internet

2. Sales & Promotions on Internet

3. Personal Selling on Internet

4. Public Relations on Internet

5. Direct Marketing on Internet

 5. Direct Marketing on Internet

Direct Mail ( e-mail )

- Highly targeted, Relies heavily on list
- Attempts to reach consumer with specific
needs through Targeted Message
- SPAM : less targeted, unwanted emails
- High Volume of spam refered as Nuisance
 Infomercials
- Long format television commercials, typically
five minute or longer
- Also known as Paid programming

Food processor advertisement more than 5 minutes for complete Explanations

 E-Commerce
- Direct sales on internet
Measuring Effectiveness of The Internet
Audience Measures and Measures of Effectiveness

• The Interactive Advertising Bureau( IAB)- the

largest and most influential trade Group

• In attempt to respond to criticism of the

audience metrics employed, as well as to
standardize some of the measures used to
gauge effectiveness of the Internet,
• Formed a task force in November 2004,
consisting of major global corporations
involved in advertising and research

• It was created to examine and create

standardized measures to measures adverting
impact that could be used to assess the
impact of ads and to eliminate confusion
 Cross- Media Optimization studies

• Objective is “ to help marketers and their

agencies answer the question” what is the
optional mix of advertising vehicles across
different media, in terms of frequency, reach
and budget allocations for a given campaign to
achieve its marketing goals”
Measures of Internet Effectiveness
• Clicks
• Post-clicks conversion
• Cost per conversion
• Unique reach of delivered ads
• Average frequency
• Frequency to conversion ratios
• Advertising exposure time
• Ad interaction rate
• View-through rate
• Share of voice
• Web page eye tracking
• Offline sales lift
Web page eye tracking
 Traditional Measures
• Recall and retention
• Surveys
• Sales
• Tracking
 Sources of Measurement Data

• Arbitron
• MRI and SMRB
• Audit Bureau of circulations
• Interactive Advertising Bureau (IAB)
• eMarketer
• Nielsen Net Ratings
• Jupiter media metrics
 Advantages of Internet
• Target marketing
• Message tailoring
• Interactive capabilities
• Information access
• Sales potential
• Creativity
• Exposure
• Speed
• Complement to IMC
 Disadvantages of internet

• Measurement problems
• Annoyance
• Clutter
• Potential for deception
• Privacy
• Poor reach
• Irritation
 Additional Interactive Media

• Interactive TV
• Allows viewer of a television
program to interact with
program and the ads

• Interactive TV (iTV) is any

television with what is called a
“return path”. Information
flows not only from broadcaster
to viewer, but also back from
viewer to broadcaster
• Wireless
Some companies sending
advertisement,
coupons, and direct-
response offers though
cell phones and
personal digital
assistants
( PDAs)
Thank You…..