Interactive and Alternative Media Outline I III IV

Interactive and Alternative Media

Outline I. III. IV. Interactive Media The Internet Advertising E-Mail Advertising

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 10 - 3

The Internet • The Internet – A linked system of international computer networks • The World Wide Web • is a system of interlinked hypertext documents accessed via the Internet. With a web browser, one can view web pages that may contain text, images, videos, and other multimedia, and navigate between them via hyperlinks.

E-Business and Marketing Communication • 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

The Internet and Marketing Communication • Intranet – Internal communication systems that connect employees • Extranets – Communication systems that connect a company and its employees to key external stakeholders • Web sites • Advertising resources – Search engines – Search marketing – B 2 B ad networks • Chat rooms • Blogs

Internet Advertising Primary Purposes • Provide a brand reminder message • Deliver informational or persuasive message • Drive traffic • • Types of Internet Ads Banner ads Skyscrapers Pop-ups/Pop-behinds Streaming video

The Internet Audience • The Internet is the leading tool for information searching by all ages • Teens 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

Internet Advertising • • 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

The Web in International Advertising • Not everyone around the globe has the access or ability to use the Internet • Advertising and sales promotion laws differ from country to country • Language barriers • Exchange rates • Technological differences among worldwide Internet audiences

E-Mail Advertising • Spam – Unsolicited messages sent to e-mail in-boxes • Opt-in – Bulk e-mailers have to get permission to send • Opt-out – E-mailers have to have an option to say no to further e-mails • Viral Marketing – Uses e-mail to circulate a message among family and friends

Alternative and New Media 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 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

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 Wireless Communication • Links the common phone to a computer • The most important change in communication systems in the new millennium

Assignment 1. Briefly discuss adobe flash (cs 5) -Function -History -Application of Adobe Flash 2. Interface of Adobe Flash 3. Different tools