Interactive and Alternative
Media
Part 3: Effective Advertising
Media
Chapter 10
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Key Points
 Determine the difference between interactive
media and more conventional mainstream
media
 Explain how the Internet works as a business
and as marketing communications
 Discuss how Internet advertising works
 Discuss how e-mail advertising works
 Show how the different forms of interactive and
alternative media are changing the way
advertising works
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Objective
 To study characteristic, adv & disadv points of all
media types in order to make good choices for
ad campaign
Outline
- Interactive Media
- Internet & Marketing communication
- E-Business
- Internet Advertising
- Email Advertising
- Trend & barrier
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Interactive Media
Communication systems that permit twoway communication
Believed to be the most persuasive type of
communication available to marketers
Not limited to the Internet – also includes
telephone and e-mail
(interactive users select the info., contact
co. or other users directly)
Purpose: provide information
used as the support media
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Internet/SMS Movement
- Popular medium among BKK people
- More common for Marketing Promotion campaign
-Internet Audience: Attract specific target group such as Teenagers, White
Collars
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Basic Terms
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The Internet
The Internet
 A linked system of international computer
networks
The World Wide Web
 The information interface that allows people to
access the Internet through an easy-to-use
graphical format
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The Internet and Marketing
Communication
 Intranet
 Internal communication
 Advertising
systems that connect
resources
employees
 Search engines e.g.
 Extranets
google, sanook
 Communication
systems that connect a
company and its
employees to key
external stakeholders
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 Chat rooms e.g.
MSN
 Blogs
 Youtube
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E-Business and Marketing
Communication
 E-business
 All the hardware,
software, and
computer know-how
that provides a
platform for businesses
that use the Internet to
sell products
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 Providing information
 Collecting information
 The Internet and
privacy
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Coach Online shop
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Internet Advertising
Primary Purposes
 Provide a brand reminder message
 Deliver informational or persuasive
message
 Drive traffic
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Types of Advertising
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Types of Internet Ads
Banner ads: small ads on other web pages on which you can click
to move to the advertised Web site
Skyscrape: the extra-long , skinny ads running down the right or left side of
a Web site
Pop-ups/Pop-behinds:An advertising message suddenly
appears on a user’s computer monitor. Sometimes, it interrupt the user
Minisites: allow advertisers to market their products without sending
people away form the site they’re visiting
Superstitials/Interstitials: work like TV ad, when you go
from one page on a Web site to another
Streaming video
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The Internet audience and
measurement
Measuring Audiences
 Hits
 The number of times a particular site is visited
 Click-through
 The number of people who click on a banner ad
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Email Advertising
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E-mail Advertising
Viral Marketing
 Uses e-mail to circulate a message among
family and friends
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Other E-mail Advertising
Spam: Unsolicited messages sent to email in-boxes
-Opt-in: Bulk e-mailers have to get
permission to send any email
-Opt-out: E-mailers have to have an option
to say no to further e-mails
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Advantages VS
Disadvantages
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Internet Advertising
Advantages
 Relatively
inexpensive
 Can also deliver
business
 Advertisers can
customize and
personalize
messages
 Can provide sales
leads or actual sales
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Disadvantages
 Inability of experts to
consistently produce
effective ads and to
measure their
effectiveness
 Clutter may even be
worse than in other
media
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Alternative and New Media
Advertainment
 When companies integrate brands into
the content of shows
 Also called branded entertainment
 Situational ads
 Harder for the viewer to dismiss as ads
 Product is a character in the program
e.g. situation comedy, game shows, etc.
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Alternative and New Media
New Internet Practices
 Brand experiences on the Web
 Companies making their Web sites more engaging
and entertaining
 Webisodes (web+episodes)
 Recurring episodes in a developing story
 Blends advertising and entertainment to attract
audiences
e.g. Mini Cooper Webisodes
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Alternative and New Media
Video Games
 Opportunities to create online games as
well as place products within video games
 e.g. Oishi games
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Alternative and New Media
Guerrilla Marketing
 Unconventional marketing communication
activities (highly creative)
 Intended to get a buzz on a limited budget
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Alternative and New Media
Advantages
Low Cost
Get awareness and
curiosity
Get buzz
High impact
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Disadvantages
 Limited to small
number of target
 Hard to measure
 May intrude the
privacy
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End of the Lesson
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