Interstitials- Interstitials are ads that appear on your screen while you are waiting for a site’s content to download. Although some advertisers believe that interstitials are irritating and more of a nuisance than a benefit (Belch & Belch, 2003). Push Technologies- Push technologies, or webcasting technologies, allow companies to ―push‖ a message to consumers rather than waiting for them to find it. Push technologies dispatch web pages andnews updates and may have sound and video geared to specific audiences and even individuals (Belch & Belch , 2003). Links- While considered by some as not a type of advertising, links serve many of the same purposes as are served by the types discussed above. For example, a visitor to one site may click on a link that provides additional information and/or related materials at another site. At the bottom of the homepageat women.com are a number of links to magazines. Clicking on one of these takes you to the magazine’s site and usually a pop-up for a subscription to the magazine appears. Other forms of advertising, such as ads placed in chat rooms, are also available. Given the limited use of many of these alternatives, we suggest the reader consult additional resources for more information (Larkin, 2003).--------------Advertising:Any paid form of nonpersonal communication about an organization, product, service, idea or cause by an identified sponsor.
Advantages of advertisingAdvertiser controls the message Cost effective way to communicate with large audiences Effective way to create brand images and symbolic appeals Often can be effective way to strike responsive chord with consumersDisadvantages of advertising High costs of producing and running ads Credibility problems and consumer skepticismClutter Difficulty in determining effectivenessClassifications of Advertising Advertising to Consumer Markets National advertisingRetail/local advertising Advertising to increase demand–Primary demand for the product category–Selective demand for a specific brand Business & professional advertising Business-to-business advertisingProfessional advertisingTrade advertisingCHAP 16:Objectives of Consumer-Oriented Sales Promotion
To Obtain Trial and Repurchase To Increase Consumption of an Established Brand To Defend (Maintain) Current Customers To Target a Specific SegmentEnhance IMC programs and build brand equitySampling Providing consumer with some quantity of a product for no charge to induce trialSampling works best when: The products are of relatively low unit value, so samples don’t cost much The products are divisible and can be broken into small sizes that can reflect the products features and benefits The purchase cycle is relatively short so the consumer can purchase in a relatively short time periodSampling Methods Door-to-door Direct mail In-store sampling Cross-product sampling With newspaper or magazine Through the internetCoupons