chapter 14 Flashcards
what were websites originally?
not much more than online catalogues
- primarily designed for information purposes
what did the java programming language allow online?
the introduction of interactivity, entertainment, and engagement
what is the new hierarchy of effects for internet proposed by Kierzdowskiet et al., 1996?
1) attract customers to the site (with ads, hotlinks, etc.)
2) engage customers with content that is relevant, interactive, and allows for user generated content
3) retain customers by regularly adding new material
4) learn about customers through database
5) relate to your customers (customisation/personalisation)
what are some communication objectives online
1) create awareness
2) generate interest
3) disseminate information
4) create an image
5) create a strong brand
6) stimulate trial (e-coupons)
What are the 5 website components as an IMC channel?
- Blog
- catalogue
- corporate history and media releases
- FAQs
- Competitions and sales promotions
what are banner ads used for
creating awareness or recognition, entering viewers into contests or sweepstakes, and other direct marketing activities.
what are other names for banner ads?
leaderboards, skyscrapers, and expendabes
what has lead to a decline in usage of banner ads?
studies reporting poor effectiveness
what are the types of online advertising?
1) banner ads
2) sponsorships
3) pop-ups/pop-unders
4) interstitials
5) push technologies
6) links
7) paid search
8) behavioural targeting
9) contextual ads
10) rich media
11) online commercials
12) webisodes
13) podcasting
14) really simple syndication (RSS)
15) blogs
what are the types of online advertising?
1) banner ads
2) sponsorships
3) pop-ups/pop-unders
4) interstitials
5) push technologies
6) links
7) paid search
8) behavioural targeting
9) contextual ads
10) rich media
what are interstitials?
ads shown while the contents of a page is loading
what is contextual advertising?
advertising targeted by the content of the webpage
what is contextual advertising?
advertising targeted by the content of the webpage
The internet site should be integrated with:
- Advertising
- sales promotions
- personal selling
- pr
- direct marketing
What are the different types of rich media?
- online commercials
- webisodes
- podcasting
- RSS
- blogs
What is rich media?
A broad range of interactive digital media that exhibit dynamic motion, utilising advanced technologies such as videos streaming applets.
What are some popular PR applications?
- news stories and press releases
- press kits
- photographs
- cross references to other sites or media
- support other activities
What are the traditional measures for measuring interactive media?
- recall and retention
- surveys
- sales
- tracking
what are internet ad effectiveness measures based on clicks?
1) post-click conversions
2) cost per conversion
3) unique reach of delivered ads
4) average frequency
5) frequency to conversion ratios
6) advertising exposure time
what are internet ad effectiveness measures based on ad interaction rate?
1) view-through rate
2) share of voice
3) webpage eye tracking
4) offline sales lift
5) cross-media economic models
What does XMO mean
cross media optimisation
determined the optimal mix of advertising vehicles across different media.
what are the advantages of the internet?
1) target marketing
2) message tailoring
3) interactive capabilities
4) information access
5) sales potential
6) creativity
7) exposure
8) speed
9) ‘friending’ customers
10) complement to IMC
What are the limitations of the internet?
1) measurement problems
2) annoyance
3) clutter
4) potential for deception
5) privacy
6) poor reach
what are some other forms of interactive media (apart from internet)
interactive TV Wireless (NFC etc) kiosks location-based technologies interactive mobile phones interactive CVs/DVDs
What are the data sources of audience measurement data?
- nielsen net ratings
- syndicated research (e.g. Roy Morgan)
- internet advertising bureau
- internet service providers
