Transcript COMPUTER ERA - Texas Tech University

The Internet
and
Interactive
Media
What is WWW?
Who owns WWW?
DO U KNW?
World Wide Web
 WWW is not synonymous with Internet.
 Internet is a global system of interconnected
computer networks.
 Web is an application running on the Internet.
 In March 1989, Sir Tim Berners-Lee wrote a
proposal about a database and software project
he had built in 1980.
 A NeXt computer - used by Berners-Lee as the
world's first web server and also to write the first
web browser, World WideWeb, in 1990.
 The World Wide Web Consortium (W3C) was
founded by Tim Berners-Lee in Oct 1994 at MIT.
Growth in Internet Advertising
1994 – Ads on HotWired
2000-2002 Bust – 25% drop
2005 – Internet advertising at
$10 billion
2006 – Internet advertising exceeds
$16.2 billion
2011 (Projected) - $42 billion
Y knw bout Web Mktg?
Internet Communications
Objectives
Suxesful Websites ?
Define: Suxesful
Y r they suxesful?
DISCUSS…
6 Cs of an Effective Website
www.benjerry.com
IMC with Internet
Advertising
Sales Promotions
The Internet should be
integrated with:
Personal Selling
Public Relations
Direct Marketing
Internet Advertising
Banner ads
Source: IAB 2009
Standard banner ad sizes
Pop-up ads
Contextual ads
KBB - Pontiac Ad
Interstitial ads
XBOX
Internet – Sales Promotion
www.BathAndBodyworks.com
www.Aeropostale.com
Internet – Personal Selling
www.Avon.com
Internet – Public Relations
www.Chrysler.com
(experience)
Internet – Direct Marketing
 Email (www.mailchimp.com)
 Infomercials - Famous Infomercial
Parody
 E-Commerce (Amazon, ebay,
Xerox)
FUN TIME …
Internet Effectiveness –
Measure it !
 Internet Specific
Clicks
Post-click conversions
Cost per conversion
IAB Glossary
Internet Effectiveness –
Measure it !
 Cross Media Optimization
Studies
 Traditional Measures
Recall
Retention
Sales
Usage/Attitude Surveys
Internet Effectiveness –
Sources?
 Arbitron
 MRI & SMRB
 Ad Analyzer
 Audit Bureau of Circulations
 Interactive Advertising Bureau
 eMarketer
 Nielson Net Ratings
 Jupiter Research
ABC - Free Reports
Weigh it out!
Wot r the Pros &
Cons of the Net?
THINK…
Internet - PROs
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Targeting capabilities
Message tailoring
Interactive capabilities
Information access
Sales potential
Creativity
Exposure
Speed
Complementing other IMC elements
Internet - CONs
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Measurement problems
Annoyance
Clutter
Potential for deception
Privacy
Irritation
OTHER INTERACTIVE MEDIA
Interactive Television
Mobile Interactivity