Public Relations on the Internet

Public Relations on - 15-6 Internet Marketing Pros and Cons Potential for Deception Measurement Problems Privacy Irritation Clutter Disadvantages

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Public Relations on the Internet 15-1
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Direct Mail (Email) Electronic version of regular mail Tries to reach those w/specific needs Highly targeted Relies on email lists 15-2
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Infomercials and Home- Shopping Infomercials Program content similar to television, cable or satellite Web allows greater audience interaction Online retailers include QVC, HSN, ShopNBC 15-3
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Measures of Internet Effectiveness Post-click conversions Clicks Cost per conversion Frequency to Conversion Radios Average frequency Unique visitors Ad exposure time View-through rate Ad interaction rate Visits Offline sales lift Webpage eye tracking Cross-media models 15-4
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Traditional Measures of Effectiveness Recall and retention Sales ROI Tracking Surveys 15-5
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Internet Marketing Pros and Cons Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed Advantages Complement to IMC
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Unformatted text preview: 15-6 Internet Marketing Pros and Cons Potential for Deception Measurement Problems Privacy Irritation Clutter Disadvantages 15-7 Additional Interactive Media Interactive TV—allows viewers to interact with the program and advertising Mobile—communications through satellite broadcast systems or cellular phones 15-8 Test Your Knowledge Interactive TV, interactive CD-ROMs, kiosks, and interactive phones: A) Are viewed by businesses as breeches of consumer rights to privacy B) Can be contributors to an IMC program C) Cannot be linked with traditional advertising media D) Replace the Internet in most IMC programs E) Are not viewed as viable elements within a well-designed IMC program 15-9...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Public Relations on - 15-6 Internet Marketing Pros and Cons Potential for Deception Measurement Problems Privacy Irritation Clutter Disadvantages

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