DIGITAL INTERACTIVE MEDIA

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CHAPTER 17

• DIGITAL INTERACTIVE MEDIA DIRECT MAIL
• OPPORTUNITIES AND CHALLENGES
• INTERNET AS A MEDIUM
• ONLINE PRODUCT MIX IN 2000-COMPUTERS,TRAVEL,ENTERT
  AINMENT DOMINATE
• ADVERTISERS USE PUSH TECHNOLOGY

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INTERNET USER PROFILE

• WOMEN 46 -AVERAGE AGE 35,AVERAGE INCOME
  40000-60000
• POTENTIAL GROWTH 55-64
• HOUSEHOLD COMPOSITION-(EX 17-4 )
• 75 ATTENDED COLLEGE-CHILDREN SEGMENT
  GROWING(FUTURE MARKET)

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TYPES OF INTERNET ADVERTISING

• WEB SITES
• BANNERS
• E MAIL ADVERTISING
• BUTTONS
• SPONSORSHIPS
• CLASSIFIEDS
• INTERMERCIAL AND ANIMATED ADS
• PROS AND CONS OF INTERNET ADVERTISING P 564

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MEASURING INTERNET AUDIENCE

• AD REQUEST
• CLICK RATE
• ENHANCED TRACKING THRU HTTP
• PRICINGCOST PER THOUSAND BASED ON NUMBER OF PAGE
  REQUESTS

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OTHER INTERACTIVE MEDIA

• CD-ROM FOR CATALOS AND MAGAZINES
• KIOSKS
• INTERACTIVE TV

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DIRECT MAIL

• THIRD LARGEST MEDIUM(NEARLY 19OF AD SPENDING
• PROS AND CONS OF DIRECT MAIL (P 571)
• SELCTIVITYINTENSIVE COVERAGE AND EXTENSIVE
  REACHFLEXIBILITY AND CONTROLEXCLUSIVERESPONSE
  RATE
• HIGH COSTDELIVERY PROBLEMSENVIRONMENTAL
  CONCERNSSELECTIVITYNON RESPONSE

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TYPES OF DIRECT MAIL

• SALE LETTERS AND POST CARDS
• BUSINESS REPLY MAIL
• FOLDERS AND BROCHURES
• SELF-MAILERS-HOUSE ORGANS
• CATALOGS

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BUYING DIRECT MAIL ADVERTISING

• HOUSE LISTS
• MAIL RESPONSE LISTS
• COMPILED LIST

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DEVELOPING EFFECTIVE DIRECT-MAIL

• APPROPRIATE MAILING LIST
• MESSAGE CONTENT-STRESS BENEFITS-OFFER
  INCENTIVE,REPEAT OFFER,SIMPLE AND UNDERSTANDABLE
  LANGUAGE
• INTEGRATE MESSAGE WITH ADDITIONAL PIECES IN THE
  PACKAGE
• USE THE WORD YOU

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