Chapter 14 - Interactive marketing. The goals of this chapter are: To examine the development and evaluate the reasons for growth of the internet and interactive media, to define the role and relationships of the internet and interactive media and apply them in an IMC program, to compare the advantages and disadvantages of direct communication on the internet and interactive media,. | Chapter 14 Interactive marketing Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Learning objectives To examine the development and evaluate the reasons for growth of the internet and interactive media. To define the role and relationships of the internet and interactive media and apply them in an IMC program. To compare the advantages and disadvantages of direct communication on the internet and interactive media. To evaluate the effectiveness of communication through direct communication via the internet. Relation to text This slide sets out the chapter’s learning objectives on p. 476 of the text. History and growth Interactive and social media marketing Measuring effectiveness Advantages and limitations Behavioural targeting Part of IMC internet Objectives Sales promotion Personal selling Advertising PR Direct marketing Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 14 as shown on p. 476. Use of this slide This slide is a transition slide. Be more kissable Relation to text This slide relates to the opening vignette on pp. 477-8. Summary overview The opening vignette presents the case of Colgate which used a cross media campaign including social media. The creative strategy was ‘Be More Kissable’, which positioned Colgate Wisp in a way that it believed would connect with the target audience of 18-39 year olds, urban and socially active. The idea centred on self confidence, in that everyone wants to be more kissable not just within the context of a physical kiss, but all the time. Campaign results demonstrated that purchase intent increased when media were combined. Use of this slide This slide provides an illustrative example of using digital media as part of an integrated campaign. A brief history of the internet 1969 ARPANET Launched in USA 1986 Commercial internet services permitted 1996 Google launched and soon becomes . | Chapter 14 Interactive marketing Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Learning objectives To examine the development and evaluate the reasons for growth of the internet and interactive media. To define the role and relationships of the internet and interactive media and apply them in an IMC program. To compare the advantages and disadvantages of direct communication on the internet and interactive media. To evaluate the effectiveness of communication through direct communication via the internet. Relation to text This slide sets out the chapter’s learning objectives on p. 476 of the text. History and growth Interactive and social media marketing Measuring effectiveness Advantages and limitations Behavioural targeting Part of IMC internet Objectives Sales promotion Personal selling Advertising PR Direct marketing Relation to text This slide presents a mind map of the key topics/concepts .
