The Internet and Interactive Media
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Transcript of The Internet and Interactive Media
![Page 1: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/1.jpg)
The Internet and Interactive Media
Chapter Fifteen
Promotional Strategy
![Page 2: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/2.jpg)
The Internet is Revolutionizing Business
• Recording industry.
![Page 3: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/3.jpg)
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
![Page 4: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/4.jpg)
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.
![Page 5: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/5.jpg)
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.
![Page 6: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/6.jpg)
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out
travel agencies.
![Page 7: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/7.jpg)
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out
travel agencies.
• Television.
![Page 8: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/8.jpg)
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out
travel agencies.
• Television.– People are watching television less.
![Page 9: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/9.jpg)
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out
travel agencies.
• Television.– People are watching television less.– YouTube is growing.
![Page 10: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/10.jpg)
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out travel
agencies.
• Television.– People are watching television less.– YouTube is growing.
• Retailing.
![Page 11: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/11.jpg)
The Internet is Revolutionizing Business
• Recording industry.– Downloading.
• Travel agencies.– Consumers now have information.– Airlines have cut commissions to phase out travel
agencies.• Television.
– People are watching television less.– YouTube is growing.
• Retailing.– Online purchasing.
![Page 12: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/12.jpg)
The Internet is Revolutionizing Business
• Education.
![Page 13: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/13.jpg)
The Internet is Revolutionizing Business
• Education.– Online courses.
![Page 14: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/14.jpg)
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.
![Page 15: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/15.jpg)
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
![Page 16: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/16.jpg)
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
• Motion pictures.
![Page 17: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/17.jpg)
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
• Motion pictures.– Downloadable movies are coming…
![Page 18: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/18.jpg)
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
• Motion pictures.– Downloadable movies are coming…
• Journalism.
![Page 19: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/19.jpg)
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
• Motion pictures.– Downloadable movies are coming…
• Journalism.– Online publications.
![Page 20: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/20.jpg)
The Internet is Revolutionizing Business
• Education.– Online courses.
• Radio.– Online radio.
• Motion pictures.– Downloadable movies are coming…
• Journalism.– Online publications.– Blogs.
![Page 21: The Internet and Interactive Media](https://reader035.fdocuments.us/reader035/viewer/2022062516/56812bc3550346895d90074a/html5/thumbnails/21.jpg)
Internet Burst on Scene in 1990s
• Technology had been available since about 1970.• Question: how can this medium make money?• Followed model of television and radio advertising.
– Big move to put ads on internet.– Banner ads.
• Ads ineffective – declined in dot.com crash of about 2000.
• Post-crash ads began to be developed using net technology.
• Then came…
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• Developed by Larry Page and Sergey Bri, Stanford Ph.D. students.
• Began to download entire internet into PCs.
• Developed superior algorithm for internet search.
• Resisted commercializing product until it was superior search engine.
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“You create your ads You create ads and choose keywords, which are words or phrases related to your business.
Your ads appear on Google When people search on Google using one of your keywords, your ad may appear next to the search results. Now you're advertising to an audience that's already interested in you. You attract customers People can simply click your ad to make a purchase or learn more about you. It's that easy!”
--The advertiser pays nothing unless someone clicks on the ad.
According to:
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• Advertiser pays nothing if no one clicks.
• Advertiser only pays for people interested in ad.
• Rate per click varies.
• Major traditional media advertisers are now moving online.
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Other Internet Promotion
• Personal Selling.
• Public Relations.
• Direct marketing.– e-Bay– Amazon.com