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Alternative Offline Advertising Media and Mass Online Advertising

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Title: Alternative Offline Advertising Media and Mass Online Advertising


1
Alternative Offline Advertising Media and Mass
Online Advertising
Chapter Thirteen
2
Alternative Advertising Media
  • Two Broad Groupings of Media Alternatives
  • Alternative Offline Mass Media
  • Mass Online Ad Media

3
Alternative Offline Advertising Media
  • Product Placements in Movies
  • Videos for VCRs

4
Alternative Offline Advertising Media
  • Virtual Signage at Sports Stadiums and Other
    Venues
  • CD-ROM Advertising
  • Yellow Pages Advertising
  • Others (Post-its, cars, any flat surface)

5
Product Placement in Movies
  • Evidence of effectiveness of such advertising is
    limited but growing
  • Building Brand Awareness, as well as enhancing
    recall
  • Peripheral Route of persuasion

6
Video Advertising
  • VCR Penetration in U.S. gt90
  • Limited research to verify effectiveness of video
    advertising (may be better, cheaper than print
    brochures)

7
Virtual Signage
  • Some brand logos seen at sports venues on TV are
    virtual (i.e. computer generated image)
  • Can use state-of-the art graphics to capture
    attention

8
CD-ROM Advertising
  • Increasing use of medium to present detailed
    product information
  • B2B and B2C marketing
  • Some retailers are using CD-ROMs to advertise
    products

9
Yellow Pages Ads
  • Advertising medium that consumers turn to when
    seeking a product or service and are prepared to
    make a purchase
  • YP Users Young, professional and educated
    demographic
  • In a typical week, about 60 of American Adults
    use yellow pages at least once

10
Additional Alternative Media
  • Creative advertisers have virtually unlimited
    locations to convey messages

11
Car Advertising
12
Post-it Advertising
13
Mass Online Advertising
  • Internet not replacement but key element of IMC
    programs
  • At least 60 of U.S. households have Internet
    access at home

14
The 2 Is of the Internet
  • Individualization
  • Refers to the fact that the Internet user has
    control over the flow of information
  • Interactivity
  • Allows for users to select the information they
    perceive relevant for brand managers to build
    relationships with customers via two-way
    communication.

15
Internet Advertising Formats
  • Websites
  • Banner Ads
  • Pop-ups
  • Interstitials/Superstitials
  • Site Sponsorships

16
The Tools of Internet Audience Measurement
  • See text
  • Log file analysis (server logs)
  • Surveys of sample users using recall
    measurement
  • Electronic measurement of a sample of internet
    users

17
The Metrics of Internet Advertising
  • Click-through rate (CTR)
  • The of people who are exposed to a banner ad
    who actually click their mouse on the ad. (Mean
    0.2 to 0.49)

18
The Metrics of Internet Advertising
  • CPM
  • Cost per thousand (impressions)
  • How much it costs to place an ad on a particular
    Web site
  • No info on effectiveness

19
The Metrics of Internet Advertising
  • CPA
  • Cost per action.
  • Number of users who
  • Actually click on a banner ad,
  • Visit a brands Web site,
  • Register their names on the brands Web site,
  • Actually purchase (electronically) the
    advertised brand.
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