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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
17-3
Digital Interactive Media
U.S. growth in online ad spending
Insert ex. 17-1, p. 542
U.S. online advertising spending
Position = centered horiz., 2.15” vertical
Size = 8.1” WIDE
Resolution: 300 dpi
17-4
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
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
2006 online search percentages by search engine
17-6
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
17-8
The Internet as a Medium
Types ofInternet Ads
Websites
Banners and Buttons
Sponsorship
Classified Ads
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
17-11
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
17-12
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
Size = 5.75” TALL
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
17-16