ADPR notes 3 - ADPRTest#3 16:12...

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ADPR Test #3 16:12 Digital Media Pros and Cons o Pros Inexpensive, quick, targeted, measurable, easily available interactive  medium Combination of interactive audio and video capabilities Flexible o Cons Just beginning to perform for marketers Some consumers are still reluctant to use the service for purchasing  products and services Direct Contact With Consumers o Customer relationship marketing (CRM): a management concept that  organizes a business according to the needs of the consumer o Some audiences (teens and young adults) use Internet while also using  traditional media o Consumers are embracing online couponing o Combination of good software and the Internet allows: Retention and loyalty, profitability, higher response Advertising and Digital Media o Search, or keyword advertising, dominates all forms of digital advertising o Online display – banners and buttons o CTR (click-through rate): traditional measure of success for online display  ads; the # of clicks an ad receives divided by the # of times it is seen o E-mail marketing
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Opt-in: online customers are sent messages only after they have  established a relationship with a company Opt-out: customers can notify online promoters that they do not want to  receive spam Controlling the Assault of Non-Solicited Pornography and Marketing  Act (CAN-SPAM): established requirements for those who send  commercial e-mail and gives consumers the right to ask e-mailers to  stop spamming them o 9 Self-Regulatory Guidelines honest subject line valid return e-mail address clearly identify the subject and the sender at the beginning of the e- mail clear and conspicuous e-mail option for consumers to remove  themselves from the list ensure that electronic name-removal features are prompt and reliable offer options for removal of consumers from commercial e-mail lists for  each brand/product featured not acquire e-mail address through automated systems without the  consent of the consumer not provide e-mail lists to unrelated 3 rd  parties for their use provide the sender’s privacy policy in the body of the e-mail or via link o Social Media Marketing Social networking Video sharing o Mobile Marketing Smartphone apps Digital as a Complement to Other Media o TV seems to work well w/ online messages o Many online promotions must deal w/ 3 groups of prospects:
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Surfers and casual users Entertainment/info-oriented regular users of a site Actively in the market for a product/service The Role of Digital Media and Marketing
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This note was uploaded on 03/23/2011 for the course ADPR 3100 taught by Professor Reichart during the Fall '07 term at University of Georgia Athens.

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ADPR notes 3 - ADPRTest#3 16:12...

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