chapter17

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.

McGraw-Hill/IrwinContemporary Advertising, 11e

Using Digital InteractiveMedia and Direct Mail

Factors advertisers weighwhen considering digital interactive

media and direct mail

Chapter

Chapter 17 Objectives

Discuss the opportunitiesand challenges of digital

interactive media

Explain the evolutionof interactive media

Debate the pros andcons of the Internet asan advertising medium

Define the various kindsof Internet advertising

Explain how Internetadvertising is sold and

how much it costs

Enumerate the various typesof direct-mail advertising

Categorize costs associatedwith direct-mail advertising

Assess which kinds ofmailing lists are best

Determine and measurethe Internet’s audience

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Digital Interactive Media

U.S. growth in online ad spending

Insert ex. 17-1, p. 542

U.S. online advertising spending

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Size = 8.1” WIDE

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The Internet as a Medium

Anatomy of the Internet

Internet

World WideWeb (WWW)

Web Browsers Web Sites

17-5

The Internet as a Medium

Insert ex. 17-3, p. 545

Percent of online searches by search engine

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2006 online search percentages by search engine

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Who Uses the Internet

How People Access the Internet

Narrowband Cable Modem Broadband

DSLDirecPC MSN TV

Women

CityDwellers

OlderAdults

CollegeAttendees

The Internet as a Medium17-7

The Internet as a Medium

MSN TV 2 Web screen shows easy-to-use and interactive aspects of the World Wide Web incorporated directly into TV

Insert photo 17.7, p. 555

MSN TV 2 web screen

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi

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The Internet as a Medium

Types ofInternet Ads

Websites

Banners and Buttons

Sponsorship

Classified Ads

E-Mail

Rich Media Interstitials

Added Value

Rich Mail Spam CRM

17-9

The Internet as a Medium

Internet ad revenues by ad type Insert ex. 17-8, p. 557

Percent of internet ad revenues

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi

17-10

Measuring theInternet Audience

Standardization Tracking

Ad impressions

Click rate

Cookies

Profiling

PrivacyClick rate CPM

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The Global Impact of the Internet

eBay is an example of how global commerce is becoming more common

Insert photo 17.10, p. 566

eBay web screen

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

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DVD Catalogs and Magazines

Kiosks

Interactive TV (DVR)

Other Interactive Media

Staples assists customers with stand-alone digital kiosks

Insert photo 17.11, p. 568

Digital kiosk

Position = 0.35” horiz., 0.4” vertical

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Resolution: 300 dpi

What are some forms of interactive media?

17-13

Direct-Mail Advertising

Types ofDirect-Mail Ads

E-MailSales Letters, Postcards,and Business-Reply Mail

Folders, Brochures,and Broadsides

Self-Mailers and CMM

Statement Stuffers House Organs

Catalogs

17-14

Buying Direct-Mail Advertising

Acquiring Direct-Mail Lists

Production and Handling

Distribution

HouseDatabase

Rented Mail-Response

Compiledby Broker

17-15

Buying Direct-Mail AdvertisingTypical listing from Direct Mail List Rates and Data

Insert ex. 17-14, p. 574

Direct Mail List Rates and Data listing

Position = 0.35” horiz., 0.4” vertical

Size = 5.75” TALL

Resolution: 300 dpi

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