This preview shows pages 1–3. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Textbook Notes -- Chapter 16 Chapter 16 -- Media Planning: Advertising and IBP on the Internet (4e) Highlight 560 what will drive the boom in the Internet? (wireless); WIRELESS WiFi will lead to 3 new technologies pushing wireless networking into every facet of life 1) WiMax 2) Mobile-Fi 3) Ultrabroadband WiFi became popular in 2004 allowed internet access connections reach out about 300 ft (great for coffee drinkers & emergency workers at a disaster site WiMax, similar to WiFi, how?? both create hot spots around a central antenna where ppl can wirelessly tap into the internet w/ a laptop the difference: the hotspot is a range of 25-30 miles NOT 300 ft Mobile-Fi, similar to WiMax. how?? both have multi-mile access to internet the difference: use can get to the internet while the use is moving in a car or a train Ultrabroadband allows ppl to move extremely large files quickly over short distances i.e. driver can download a large file from PC in the car to a handheld computer i.e. can do a wireless upload of favorite concert from PC to TV 561 what are Pepsi and BMW cited as examples of? they are examples of how theyve been successful in incorporating the internet into their integrated brand promotion strategies they are also examples of discovering ways to use the internet as a key component of integrated brand promotions 561 2 truths about the Internet 1) the internet will NOT be replacing all other forms of advertising; AND it is not likely that many advertisers will use the internet as the main method of communicating with a target audience 2) things are changing dramatically regarding all aspects of the internet (new opportunities that wireless will provide, i.e. EBAY, i.e. rapid change in that 60% of links dont exist anymore) 561 first paragraph of the (R)evolution of the Internet section technology has power & potential to change everything internet can change something very fundamental about human existence the internet-connected consumer is connected to other consumers in real time with connection comes community, empowerment, & even liberation 562 percentage growth of Internet ad revenues 2004 to 2007? advertising revenues 2004 were about $7.5 billion and estimated to grow to over $14 billion in 2007 563 Ex. 16.2 -- what country has the highest penetration of Internet usage?...
View Full Document
- Spring '07