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CHAPTER 17

CHAPTER 17. DIGITAL INTERACTIVE MEDIA & DIRECT MAIL OPPORTUNITIES AND CHALLENGES INTERNET AS A MEDIUM ONLINE PRODUCT MIX IN 2000-COMPUTERS,TRAVEL,ENTERTAINMENT DOMINATE ADVERTISERS USE PUSH TECHNOLOGY. INTERNET USER PROFILE. WOMEN 46 %-AVERAGE AGE 35,AVERAGE INCOME $40000-$60000

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CHAPTER 17

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  1. CHAPTER 17 • DIGITAL INTERACTIVE MEDIA & DIRECT MAIL • OPPORTUNITIES AND CHALLENGES • INTERNET AS A MEDIUM • ONLINE PRODUCT MIX IN 2000-COMPUTERS,TRAVEL,ENTERTAINMENT DOMINATE • ADVERTISERS USE PUSH TECHNOLOGY

  2. INTERNET USER PROFILE • WOMEN 46 %-AVERAGE AGE 35,AVERAGE INCOME $40000-$60000 • POTENTIAL GROWTH 55-64 • HOUSEHOLD COMPOSITION-(EX 17-4 ) • 75 % ATTENDED COLLEGE-CHILDREN SEGMENT GROWING(FUTURE MARKET)

  3. TYPES OF INTERNET ADVERTISING • WEB SITES • BANNERS • E MAIL ADVERTISING • BUTTONS • SPONSORSHIPS • CLASSIFIEDS • INTERMERCIAL AND ANIMATED ADS • PROS AND CONS OF INTERNET ADVERTISING P 564

  4. MEASURING INTERNET AUDIENCE • AD REQUEST • CLICK RATE • ENHANCED TRACKING THRU HTTP • PRICING:COST PER THOUSAND BASED ON NUMBER OF PAGE REQUESTS

  5. OTHER INTERACTIVE MEDIA • CD-ROM FOR CATALOS AND MAGAZINES • KIOSKS • INTERACTIVE TV

  6. DIRECT MAIL • THIRD LARGEST MEDIUM(NEARLY 19%OF AD SPENDING • PROS AND CONS OF DIRECT MAIL (P 571) • SELCTIVITY;INTENSIVE COVERAGE AND EXTENSIVE REACH;FLEXIBILITY AND CONTROL;EXCLUSIVE;RESPONSE RATE • HIGH COST;DELIVERY PROBLEMS;ENVIRONMENTAL CONCERNS;SELECTIVITY;NON RESPONSE

  7. TYPES OF DIRECT MAIL • SALE LETTERS AND POST CARDS • BUSINESS REPLY MAIL • FOLDERS AND BROCHURES • SELF-MAILERS-HOUSE ORGANS • CATALOGS

  8. BUYING DIRECT MAIL ADVERTISING • HOUSE LISTS • MAIL RESPONSE LISTS • COMPILED LIST

  9. DEVELOPING EFFECTIVE DIRECT-MAIL • APPROPRIATE MAILING LIST • MESSAGE CONTENT-STRESS BENEFITS-OFFER INCENTIVE,REPEAT OFFER,SIMPLE AND UNDERSTANDABLE LANGUAGE • INTEGRATE MESSAGE WITH ADDITIONAL PIECES IN THE PACKAGE • USE THE WORD “YOU

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