Chapter 14 Objectives

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©2009 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 14 Objectives


After reading Chapter 14, you will be able to:


Describe the characteristics of the major physical (off
-
line)
and digital (online) media.


Differentiate among broadcast, print, narrowcast, and
pointcast electronic media.


Explain how marketers use reputation aggregators for
natural, paid, and vertical search.


Compare and contrast social media communities, blogs, and
social networks.


Outline the main methods for buying media and for
evaluating an integrated marketing communication (IMC)
campaign’s effectiveness.

14
-
1

Halo 3 Launch


Halo 3 went on sale worldwide September 25, 2007 and sold
3.3 million units the first week.


Microsoft combined physical (off
-
line) and digital (online)
media to announce Halo 3 and create buzz.


Formed off
-
line partnerships with Burger King, Mountain
Dew, Doritos, Pontiac, and others to co
-
brand products,
license merchandising, etc.


Added digital media including video documentaries and
Web sites for buzz building.


Can you think of recent product launches that have combined
off
-
line and online marketing and media?



©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
2

Marketing Communication Media


The line between off
-
line and online media space is
blurring more every day.


For example, newspaper ads and articles are often
accessible in either location.


Media can also be categorized as paid and
unpaid.


Each medium has capabilities, strengths, and
weaknesses.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
3

Media Types


Broadcast media include TV and radio.


Print media include newspapers and magazines.


Narrowcast media such as Cable TV (CATV) transmit
focused electronic content to special
-
interest
markets.


Pointcast media are electronic media that can
transmit to just one person.


Direct postal mail allows for selective targeting and
can be personalized.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
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4

Digital Media


IMC tools can be used to communicate with target
markets via digital media.


E
-
mail is a direct marketing digital medium.


Web sites are digital media.


Social media are online tools and platforms that
allow internet users to:



Collaborate on content.


Share insights and experiences.


Connect with others.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
5

Search Engines


Search engines are reputation aggregators (Web
sites that rank Web sites and products).


Google ranks search engine results partially based on
popularity.


Some are calling Google a “reputation engine.”


Search marketing refers to the act of marketing a
Web site via search engines.


Natural search.


Paid inclusion.


Pay per click advertising.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
6

Natural Search


Natural search (also called organic search) involves
optimizing a Web site so that it will appear near
the top of the results page when searched.


Search engine optimization (SEO) is the act of
altering a Web site and incoming links so that it
does well in organic, crawler
-
based listings.


Web sites optimize both their content and meta tags
with keywords that visitors are likely to type into
search engines.


©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
7

Paid Search


Paid search occurs when an advertisers pays a fee
for directory submission, inclusion in a search engine
index, or to display their ad with particular
keyword searches.


Paid search is commonly called pay
-
per
-
click (PPC)
because advertisers pay when users click on ads.


Google charges $0.15
-
$15 per click.


Click
-
through rates can range from 0% to 50%.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
8

Vertical Search


Vertical search is site
-
specific search on specialized
topics, such as travel, online retailers, or books.


Vertical search sites include:


ZoomInfo and LinkedIn (people search).


CareerBuilder (jobs).


YouTube (videos).


Pricing models on vertical search sites include directory
submission fee, cost
-
per
-
click, and traditional cost
-
per
-
thousand (CPM) impressions.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
9

Online Communities


Types of communities include wikis, news
aggregators, video and photo sharing sites, online
forums, product review sites, etc.


A wiki is software that allows users to collaborate on
the content of the site.


News aggregators, such as Digg.com, bring news from
many sources to one place.


Video and photo sharing sites host user
-
generated
content.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
10

Community Building Principles


Larry Weber (2007) suggests a 7
-
step program for
building a successful online community:

1.
Observe.

2.
Recruit.

3.
Evaluate platforms.

4.
Engage.

5.
Measure.

6.
Promote.

7.
Improve.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
11

Blogs


Blogs, online diaries, or journals are social media.


In 2007, 12% of internet users had created a blog and
22% had posted comments.


Technorati.com tracks over 112 million blogs.


Marketers use blogs to disseminate their views and
to draw users to their sites.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
12

Social Networks


Social networks help individuals connect deeply with
other for different purposes:


Meeting people, sharing interests, and having fun.


Finding contacts to get a job, venture capital, or to find
employees.


According to Lewis PR, 33% of companies will
implement a social network by 2008 and 70% will
include social networks in their marketing strategy.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
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13

Effective Internet Buys


Marketers use many digital strategies to reach
target markets:


Search engines.


Social media such as online videos and blogs.


Keyword advertising campaigns.


It is difficult to generalize about the most effective
online media strategies.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
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14

Efficient Internet Buys, cont.


Cost per thousand (CPM) calculations can determine
the most efficient buy.


The CPM metric is calculated as follows:


(Cost of the ad/Audience) *1,000


Audience size is expressed in impressions.


Typical Web CPM prices are $7
-
$15 or $0.15 to
$15.00 at Google.


©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
-
15

Metrics


The measurement of advertising campaign
effectiveness includes metrics such as:


Click %


Conversions


CPM


To see how a firm evaluates the effectiveness of its
internet advertising buy, consider the examples in
Exhibits 14.21 and 14.22.

©2009 Pearson Education, Inc.
Publishing as Prentice Hall

14
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16