Chapter
chapter17
Using Digital Interactive Media and Direct Mail
Factors advertisers weigh when considering digital interactive media and direct mail
McGraw-Hill/Irwin Contemporary Advertising, 11e
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
17-3
Chapter 17 Objectives
Determine and measure the Internet’s audience
Discuss the opportunities and challenges of digital interactive media
Explain how Internet advertising is sold and how much it costs
Explain the evolution of interactive media
Enumerate the various types of direct-mail advertising
Debate the pros and cons of the Internet as an advertising medium
Categorize costs associated with direct-mail advertising
Define the various kinds of Internet advertising
Assess which kinds of mailing lists are best
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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
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The Internet as a Medium
Anatomy of the Internet
Internet
Web Browsers
Web Sites
World Wide Web (WWW)
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The Internet as a Medium
Insert ex. 17-3, p. 545
2006 online search percentages by search engine
Percent of online searches by search engine
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
17-7
The Internet as a Medium
Who Uses the Internet
Women Older Adults
How People Access the Internet
City Dwellers College Attendees
Narrowband Cable Modem Broadband
DirecPC DSL MSN TV
17-8
The Internet as a Medium
Insert photo 17.7, p. 555
MSN TV 2 web screen
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL MSN TV 2 Web screen shows easy-to-use and interactive aspects of the World Wide Web incorporated directly into TV
Resolution: 300 dpi
17-9
The Internet as a Medium
Types of Internet Ads
Rich Media
Interstitials
Websites
Added Value
Banners and Buttons
Sponsorship
Rich Mail
Spam
CRM
Classified Ads
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The Internet as a Medium
Insert ex. 17-8, p. 557 Internet ad revenues by ad type
Percent of internet ad revenues
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
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Measuring the Internet Audience
Standardization
Tracking
Ad impressions Cookies
Click rate Profiling
Click rate CPM Privacy
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The Global Impact of the Internet
Insert photo 17.10, p. 566
eBay web screen
eBay is an example of how global commerce is becoming more common Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
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Other Interactive Media
Insert photo 17.11, p. 568
Digital kiosk
Position = 0.35” horiz., 0.4” vertical
Size = 5.75” TALL
What are some forms of interactive media?
Resolution: 300 dpi
DVD Catalogs and Magazines
Kiosks
Interactive TV (DVR)
Staples assists customers with stand-alone digital kiosks
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Direct-Mail Advertising
Types of Direct-Mail Ads
Sales Letters, Postcards, and Business-Reply Mail
Self-Mailers and CMM
Folders, Brochures, and Broadsides
Statement Stuffers
House Organs
Catalogs
17-15
Buying Direct-Mail Advertising
Acquiring Direct-Mail Lists
House Database
Rented Mail- Response
Compiled by Broker
Production and Handling
Distribution
17-16
Insert ex. 17-14, p. 574
Direct Mail List Rates and Data listing
Position = 0.35” horiz., 0.4” vertical
Buying Direct- Mail Advertising Typical listing from Direct Mail List Rates and Data
Size = 5.75” TALL
Resolution: 300 dpi
