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 Proctor and Gamble Initial Question: What will we use the Internet for? Commercials Evolved into current uses: www.tide.com www.pg.com/ Examples of Banner Ads Support Support Site VIAGRA® (sildenafil citrate) is the #1 prescribed medicine for erectile dysfunction (ED) in the U.S. and has been used by nearly 10 million men. At this site—which has had 7,751,000 visits—you can learn how VIAGRA can help you treat your ED, whether it be occasional or more frequent. Get information on how to: 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. 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 Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure Speed Limitations Poor reach Privacy concerns Clutter Potential for deception Limited production quality Measurement problems Irritation