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Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 15 - George E. Belch, Michael A. Belch

Chapter 15 - The internet: Digital and social media. The main goals of this chapter are: To understand the role of the Internet and digital and social media in an IMC program; to understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process; to understand how to evaluate the effectiveness of communications through the Internet, and digital and social media. | Chapter 15 The Internet: Digital and Social Media Web Objectives Create awareness Generate interest Disseminate information Create an image Create a strong brand Stimulate trial Create buzz Gain consideration Figure 15.1 - Differences in the Way Organizations Have Interacted with Customers on the Web Advertising on the Internet - Web 1.0 Banner ads Create awareness or recognition Used to seek entry into contests and sweepstakes Fulfill direct-marketing objectives Sponsorships: Form of advertising Regular sponsorship - Company pays to sponsor a section of a site Content sponsorship: Sponsor not only provides money in return for name association but also participates in providing the content itself Advertising on the Internet - Web 1.0 Pop-ups Ads that appear when certain sites are accessed Pop-unders Ads that appear underneath the webpage and become visible only when user leaves the site Interstitials Ads that appear on screen while waiting for a site’s content to download Paid Searches Higher a site appears on a search page the more visitors it will receive Appear due to their relevance to the search terms Organic search results Placing ads on web pages that display results from search engine queries Pay-per-click Improving the volume of traffic to a site by a search engine through unpaid results Search engine optimization (SEO) Behavioral and Contextual Targeting Based on advertisers’ target consumers by tracking their website surfing behaviors Retargeting Ads follow a web user and are displayed on every participating subsequent websites the user visits Ads are determined by the content on the webpage Native advertising Advertiser gains attention by providing valuable content in the context of the user’s experience Controversial May be deceptive Behavioral Targeting Contextual Targeting Rich Media Interactive digital media that exhibit dynamic motion Advertisements that appear on the net Pre-rolls: Commercials . | Chapter 15 The Internet: Digital and Social Media Web Objectives Create awareness Generate interest Disseminate information Create an image Create a strong brand Stimulate trial Create buzz Gain consideration Figure 15.1 - Differences in the Way Organizations Have Interacted with Customers on the Web Advertising on the Internet - Web 1.0 Banner ads Create awareness or recognition Used to seek entry into contests and sweepstakes Fulfill direct-marketing objectives Sponsorships: Form of advertising Regular sponsorship - Company pays to sponsor a section of a site Content sponsorship: Sponsor not only provides money in return for name association but also participates in providing the content itself Advertising on the Internet - Web 1.0 Pop-ups Ads that appear when certain sites are accessed Pop-unders Ads that appear underneath the webpage and become visible only when user leaves the site Interstitials Ads that appear on screen while waiting for a site’s .