module 9 internet and interactive

Question 1

• Review the primary internet communications objectives.

Answer 1

Create awareness Generate interest Disseminate information Create and image
Create a strong brand Stimulate trial Create buzz, viral, guerilla Gain consideration

Question 2

• Understand the methods for advertising on the internet.

Answer 2

Banners: Def: an ad on a web page that may be hot linked to the advertisers site.
Sponsorships: Def: when the advertiser assumes the responsibility for the production usually the content of a television program as well as the advertising that appears within it.
Pop-ups; advertisement window on the internet usually larger then a banner ad and smaller than the full screen.
Interstitals: an advertisement that appears in a window on your computer screen while you are waiting for a web page to load. These types of ads require you to actually click out of them pintrest and Airbnb use these
Searches: when a company pays a search engine like google to put their company at the top of certain google searches to attract more customers
- How does the internet enhance sales promotions?
With the internet it is easier to measure the effectiveness of a sales promotion being able to track purchases from ads and their overall engagement on the ads.

Question 3

• What are the main advantages of the internet as an IMC option.?

Answer 3

Target marketing: a major advantage of the internet is digital and social media is the ability to target a very specific audience with minimum of waste coverage.
Message tailoring: as a result of precise targeting messages can be designed to appeal to a specific needs and wants of the target audience, much of which comes from behavior tracking
Information access: perhaps the greatest advantage of the internet is its availability as an information source. Internet users can find a plethora of information about almost any topic of their choosing merely by conducting a search
Sales potential: the sales numbers generated by amazon and ebay alone demonstrate the incredible sales numbers being generated in both business to business and the consumer segments
Creativity: creatively designed sights can enhance a company’s image lead to repeat visits and positively position the company the organization in the consumers mind
Exposure: for many smaller companies with limited budgets, the world wide web inables them to gain exposure to potential customers that in the past would have been impossible. For a fraction of the investment that would be required using traditional media
Speed: for those requesting information on a company its products and or its service offerings the internet is the quickest means of acquiring and providing information.
Complement to IMC the internet and digital media and social media complement and are complemented by other IMC media. AS such they serve as vital links in the integrative process
Timeless- the ability to communicate quickly and currently offer an advantage that no other media can match, Using social media and mobile, companies can keep consumers up to date with pretty much anything.

Question 4

• What are the main disadvantages of the internet as an IMC option?

Answer 4

Measurement problems- one of the greatest disadvantages of the internet and new media is the lack of reliability of the research numbers generated a quick review of forecasts and other statistics offered by research providers will demonstrate a great deal of variance.
Clutter- as the number of ads proliferates the likelihood of ones ad being noticed drops accordingly the result is that some ads may not get noticed
Privacy- one of the many issues of concern for the internet users is that of privacy. Perhaps the most concern is the collection of personal data, which are subsequently provided to marketers
Irritation- numerous studies have reported on the irritating aspects of some web tactics, These studies showed consumers discontent with clutter, email spam, and pop ups and pop unders.

Question 5

• In what ways can the internet enhance Personal Selling?

Answer 5

Websites have been used to enhance quite effectively selling efforts. Digital and social media have become primary sources of information for millions of customers in the consumer business to business markets. Visitors websites can gain volumes of information about a product or service.
The web can also stimulate trial for many companies personal sales persons can reach only a fraction of the potential customer base through trial demonstrations or samples offered online, customers can determine if the offering satisfies their needs.
Companies have used the internet to improve their 1 to 1 relationships with customers by providing more information in a more timely and efficient manner, a company enables customers to learn more about what it has to offer. This increases the opportunity for cross selling and customer retention.

Question 6

• How do companies measure the effectiveness of the internet in theirIMC efforts?

Answer 6

overall website traffic
Traffic by source
New visitors ve returning
Sessions
Average session duration
Page views
Most visited pages
Page views
Most visited pages
Exit rate
Conversion rate
Impressions
Social reach
Social engagement
Email open rate
Email click through rate
Cost per click
Cost per conversion
Cost per acquisition
Overall ROI