Chapter Objectives
• To explore the different ways the
Internet can be used for IMC.
• To review the strengths and limitations
of the Internet and interactive media.
Internet
A worldwide means of
exchanging information and
communicating through a
series of interconnected
computers.
Internet into an IMC Program
Advertising
Sales Promotions
The Internet site
should be
integrated with:
Personal Selling
Public Relations
Direct Marketing
Internet Marketing
All marketing functions
conducted on the Internet.
Internet Communication Objectives
To Create
Awareness
Objectives
To Build a Brand
Image
To Disseminate
Information
The Internet and IMC
Advertising
Transaction
Vehicle
Ads
Support
E-Commerce
Integrating the Internet: Advertising
Banners
Sponsorships
Internet
Advertising
Has a Variety of
Forms:
Pop-ups/
Pop-unders
Interstitials
Push
Technologies
Links
Examples of Banner Ads
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Sales Promotions on the Internet
Using the Web to Develop an Image?
E-Commerce
Any kind of commercial
activity which is
electronically facilitated.
Focuses of Online Marketing Efforts
Personal Selling on the Internet
May Replace
Personal Selling
Reduces High Cost
of Personal Calls
Vastly Increases
Potential Reach
May Enhance Personal
Selling Efforts
Provides Quick,
Easy, Information
to Prospects
May Help to
Enhance Customer
Data Bases
May Improve Oneon-one
Communications
May Be a Source of
Leads
May Stimulate Trial
of the Goods or
Service
May Serve As a
Sales Conference
Medium
Public Relations on the Internet
Direct Marketing on the Internet
Attempts to Reach
Those With
Specific Needs
Highly Targeted
Direct Mail
(Email)
Relies on
Email Lists
Permission-Based Commercial E-Mail
Measuring Internet Effectiveness
• Variety of methods, most of
which can be done
electronically.
• Fully measuring
communication effects is an
emerging trend.
Processing and Communication Effects
Measures
Online
Measuring
Recall and
Retention
Tracking
Measuring
Communication
Effects
Sales
Surveys
Panels
Sources of Measurement Data
Arbitron
Data
Source
MRI and SMRB
Audit Bureau of Circulation
Internet Advertising Bureau (IAB)
eMarketer
Nielsen Net Ratings
Jupiter MediaMetrics, Inc.
Business 2.0 and Fast Company
Internet Advertising Report & office.com
Internet Marketing
Strengths
Limitations
Target Marketing
Measurement problems
Message Tailoring
Websnarl
Interactive Capabilities
Clutter
Information Access
Potential for deception
Sales Potential
Privacy
Creativity
Limited production quality
Exposure
Poor reach
Speed
Irritation