1. 15 The Internet and Interactive Media

2. The Internet and Interactive Media A Brief History of the Internet 1 The Internet and Integrated Marketing 2 Measuring Effectiveness of the Internet 3 Advantages and Disadvantages 4 Addition Interactive Media 5 Contents

4. The connection of 2 computer at Stanford University 1994 1993 1969

5. A Brief History of the Internet “ Increase the synergies and impact among the firm’s individual brand-building programs so that the whole is greater than the sum of its parts” “Integrator” of the IMC program the “glue” that holds the IMC program together. David A. Aaker, a University of California Berkelay professorand the author of numerous articles and books on branding

6. Why the rapid adoption of the Internet?

7. Web Participants Consumer Market Users Business to Business Users

8. Web Objective 1. Information purpose Web Objective 2. Additional communication 3. Sales objectives

9. Information purpose

10. Additional communication

11. Sales objectives

12. Sales objectives

13. Developing and Maintaining a Website The role of the website The place where information is made available to users of the internet by the provider. To attract visitors to the site and have them return to it requires combination of creativity effective marketing continual updating of the site other media must be integrated with the website

14. Top 50 Web Sites in Thailand

15. Communication Objective Create a Strong Brand Stimulate Trial Create Awareness Create Buzz Generate Interest Gain Consideration Disseminate Information Create an Image

16. 1. Create Awareness

17. 1. Create Awareness

18. 2. Generate Interest

19. 3. Disseminate Information

20. 4. Create an Image

22. Branding and Direct Response May be Counter objectives

24. 6. Stimulate Trial

25. 7. Create Buzz

26. 8. Gain Consideration

27. E-Commerce Direct selling of goods and services through the Internet

28. E-Commerce Direct selling of goods and services through the Internet

29. E-Commerce Direct selling of goods and services through the Internet

30. E-Commerce Direct selling of goods and services through the Internet

31. Integrated MarketingCommunication The Internet site should be integrated with:

32. Advertising 1. Banners: Use to create awareness or recognition or for direct marketing objective Skyscrapers Vertical Side Panels

34. Advertising 3. Pop-Ups / Pop-Unders: Pop-Unders Ads that appear underneath the web page and become visible only when the user leaves the site

35. Advertising 4. Interstitials: Ads that appear on your screen while you are waiting for a site’s content to download

36. Advertising 5. Push Technologies / Web casting: Push technologies dispatch web pages and news update and may have sound and video.

37. Advertising 6. Links: Click on a link that provides additional information and / or related material at another site

38. Advertising 7. Paid Search: Advertising on search engine such as Google, MSN and Yahoo

43. Advertising 11. Additional Internet Ad Forms : RSS Blogs Podcasting A medium that uses the Internet to distribute radio like files for download A Specific that uses XML to organize and format Web-Based content in a standard way A Web-Based publication consisting primarily of periodic article, normally presented in reverse chronological order

44. Sales Promotion Companies have found the Internet to be a very effective medium for disseminating sales promotion Yahoo MTV

47. Public Relations McDonald's in Thailand use thepublic relationthrough theinternetmedia such as MSN ,Twitter, Facebook and Blog to update the new product and hot promotionon it,

49. Relies on e-mail lists

53. View-through rate

54. Share of voice

55. Web page eye tracking

56. Offline sales lift

57. Cross-media econometric models

59. Surveys

60. Sales

61. TrackingInternet-SpecificMeasures Cross-Media Optimization Studies (XMOS)

62. Sources of Measurement Data Arbitron eMarketer MRI and SMRB Nielsen Net Ratings Ad analyzer Jupiter Reserach, Inc Audit Bureau of Circulations Business 2.0 and East Company Internet Advertising Bureau (IAB). Internet Advertising Report and Office.com

63. Advantages Disadvantages Advantages and Disadvantages Measurement problem Annoyance Clutter Potential for deception Privacy Poor reach Irritation Target marketing Message tailoring Interactive capabilities 4. Information access Sales potential Creativity Creativity Speed Complement to IMC VS

64. Additional Interactive Media Interactive TV : iTV Allows the viewer of a television program to interact with the program and the advertising

65. Additional Interactive Media Wireless: Sending advertisements, coupons, and direct-response offers through cell phones and PDAs

66. Member

67. Thank You !