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Internet Basics
By 2004, 60% of homes had computers, compared to 50% in 2000. Computers have revolutionized communication. Interneta linked system of international computer networks. World Wide Webthe information interface that allows people to access the Internet through an easy-to-use graphical format.
Prentice Hall, 2009 10-5
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Internet Advertising
Internet ad spending is growing in double-digit percentages, vs. traditional media in the 25% range. Predictions are that online advertising will grow to $25 billion in 2010 from $15.9 billion in 2007. 90% of Internet advertising is on a small group of large, established news media like nytimes.com, WSJ.com, and ESPN.com. DoubleClick, an Internet advertising service, places more than 60 billion online ads per month.
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Replace
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Skyscrapers
Extra-long, skinny ads down the side of a Web site; response rates can be 10 times traditional banner ads
Minisites
Dont have to leave current site; response rates about 5%
Superstitials
20-second video commercial
Widgets
Brand-sponsored news notes, calculators, and other gadgets
Prentice Hall, 2009 10-12
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Email Advertising
Its inexpensive and easy Permission marketingasking potential consumers permission to send email.
Opt in and opt out
Viral marketinguses email to circulate a message among family and friends. Spambulk email; unsolicited messages sent to email boxes. Can be profitable.
Principle: Opt-in and opt-out strategies make mass email more acceptable because customers give permission to marketers to contact them.
Prentice Hall, 2009 10-14
Information Role
Online publishing, encyclopedias Games, fashion, music, videos, YouTube, SecondLife (avatars)
Dialogue Role
Create two-way communication with customers Create buzz or word of mouth between customers and potential customers
Prentice Hall, 2009 10-15
Search Marketing
Ads adjoining results from keyword searches Search optimizationmaximizing the link between topics and brand-related Web sites
Webisodes
Like TV with recurring episodes in a developing story
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Nontraditional Media
New media
New electronic forms of media
Alternative media
Nontraditional or unexpected communication tools and events
Because teens are often the first to use new media forms, finding new media is especially important for advertisers trying to reach the youth market.
Principle: The media persons search for new ways to deliver messages is just as creative as the creative persons search for new advertising ideas.
Prentice Hall, 2009 10-22
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Discussion Questions
Discussion Question 1
One interesting way to combine the assets of print and broadcast is to use the visuals from a print ad or a television commercial in an Internet ad. Why would an advertiser consider this creative strategy? What limitations would you mention? In what situations would you recommend doing this?
Prentice Hall, 2009 10-30
Discussion Question 2
This chapter briefly discussed the concept of rich media. Visit various sites related to Internet marketing and find out what is being said about this new form. Start with the Interactive Advertising Bureau (IAB), which you can find at http://www.iab.com and DoubleClick at http://www.doubleclick.com. Then find several other sites that have discussions on this topic. Put together a report entitled Rich Media and Its Advertising Implications for your instructor.
Prentice Hall, 2009 10-31
Discussion Question 3
Three-minute debate: You are a sales rep working for a college newspaper that has an online version. How would you attract advertising? One of your colleagues says there is no market for online advertising for the paper, but you think the paper is missing an opportunity. Consider the following questions:
What companies would you recommend to contact? How can Internet sites like your online newspaper entice companies to advertise on them? What competitive advantage, if any, would Web advertising for your paper provide?
In class, organize into small teams with each team developing an argument on the advantages and disadvantages of Internet advertising. Set up a series of debates with each team taking half the time to argue its position. Every team of debaters has to present new points not covered in the previous presentations until there are no arguments left to present. Then the class votes as a group on the winning point of view.
Prentice Hall, 2009 10-32
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