Using Digital Interactive Media & Direct mail - HBCC

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Nov 18, 2013 (3 years and 6 months ago)

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© 2004 The McGraw
-
Hill Companies, Inc. All rights reserved.

McGraw
-
Hill/Irwin

Chapter

17

Using Digital Interactive Media and
Direct Mail

Explores the important factors
advertisers weigh when considering
digital interactive media and direct
mail

Objectives

Discuss the opportunities
and challenges of digital
interactive media

Explain the evolution of
interactive media

Debate the pros and
cons of the Internet as an
advertising medium

Define the various kinds
of Internet advertising

Explain how Internet
advertising is sold and
how much it costs

Enumerate the various
types of direct
-
mail
advertising

Categorize the costs
associated with direct
-
mail advertising

Assess which kinds of
mailing lists are best

Digital Interactive Media

0
1
2
3
4
5
6
Web Ad Spending ($billions)
1996
1998
1999
2000
2001
Internet as a Medium

Evolution of the Internet

Commercial online
services

Internet Service
Provider

Web Browser

World Wide Web

Home pages

Web pages

Internet Search
Engines

Website addresses

The Internet Audience

Who uses the Net?

How people access the Net

Narrowband

Cable Modem

Broadband

DSL

DirecPC

WebTV

Exchanges

perception,

satisfaction

Types of Internet Advertising

Websites

Banners and Buttons

Web page

Banner

Button

Rich media ad

Interstitial

Rich mail

Exchanges

perception,

satisfaction

Types of Internet Advertising

Websites

Banners and Buttons

Meta ad

Sponsorships and added
-
value
packages

Search engine marketing

Exchanges

perception,

satisfaction

Types of Internet Advertising

Search engine marketing

Spam

Classified ads

Customer retention
and relationship
management
(CRM)

E
-
mail advertising

Viral marketing

Exchanges

perception,

satisfaction

Types of Internet Advertising

Search engine marketing

Classified ads

E
-
mail advertising

Problems with the Internet as
an advertising medium

Using the Internet in IMC

Pros and Cons of Internet Advertising

Pros

Interactive Medium

Enormous audience

Immediate response

Selective targeting

Proximity to purchase

In
-
depth information

Rapidly growing industry

Affluent market

Reaches BTB users

Advertorials

Virtual storefront

Pros and Cons of Internet Advertising

Cons

Security and privacy

Global marketing limits

Untested medium

Targeting costs

Slow downloads

Exchanges

perception,

satisfaction

Measuring the Internet
Audience

Seeking standardization

Ad request

Click rate

Promise of enhanced tracking

Cookies

Exchanges

perception,

satisfaction

Buying Time and Space on the
Internet

Pricing methods

Keyword
purchase

Click
-
throughs

Affiliate
marketing
programs

Exchanges

perception,

satisfaction

Buying Time and Space on the
Internet

Pricing methods

Cost of targeting

Stretching out the dollars

Ad networks

Exchanges

perception,

satisfaction

Global Impact of the Internet

Online ad spending: $71 billion

Online Ad Spending
Africa
Middle East
Canada
Latin Am
Europe
Asia/Pacific
U.S.
Exchanges

perception,

satisfaction

Other Interactive Media

CD
-
ROM Catalogs and
magazines

Kiosks

Interactive TV

Direct Mail Advertising: The
Addressable Medium

Growth of direct mail

Types of direct mail

E
-
mail

Sales letters

Postcards

Business reply
mail

Folders and
brochures

Broadsides

Self
-
mailers

Statement
stuffers

House organs

Catalogs

Direct Mail Advertising: The
Addressable Medium

Growth of direct mail

Types of direct mail

Using direct mail in the media
mix

Pros and Cons of Direct
-
Mail
Advertising

Pros

Selectivity

Coverage and reach

Flexibility

Control

Personal Impact

Exclusivity

Response

Testability

Pros and Cons of Direct
-
Mail
Advertising

Cons

Selectivity problems

Negative attitudes

Environmental concerns

High cost per exposure

Delivery problems

Lack of content support

Buying Direct Mail Advertising

Acquiring direct
-
mail lists

House lists

Mail
-
response lists

Compiled lists

Production and handling

Letter shop

Distribution