INMA_A01.QXD

Hoffman and Novak (1997) believe that this change is significant enough to represent a new model for marketing or a new ‘marketi ...

Peters (1998) suggests that communication via the new medium is differentiated from communication using traditional media in fou ...

vast number of online-only publishers including horizontal portals (Chapter 2) such as search engines and vertical portals such ...

We can extend this analysis by considering the effectiveness of offline media in com- parison with online media. We can make the ...

CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS consumers, the Internet was felt to have a will of its own, in the form of the c ...

In common with other communications media, the Internet will be most effective when it is deployed as part of an integrated mark ...

4 Internet marketing should utilise a range of promotional tools. These are the promo- tional tools illustrated in Figure 8.1. 5 ...

The simple reason we would want media-neutral communications is so that we can con- nect the right message with our target audie ...

Integration through time For integrated communications to be successful, the different techniques should be suc- cessfully integ ...

where to advertise online. Second, there is the creative strategy. Pincott says that ‘the dominant online marketing paradigm is ...

Campaign response mechanics Digital media have increased the choice of response mechanisms. We will look at online and offline r ...

Campaign URLs or CURLsare commonly used today, the idea being that they will be more memorable than the standard company address ...

Generate awareness of web offering in 80% of existing customer base in one year.
Achieve 20% ‘share of search (Chapter 2)’ aw ...

create awareness of a product or favourability towards a brand (measured through brand research of brand awareness, brand favo ...

leads to action. To achieve this level of new business, the marketer will need to make assumptions about the level of conversion ...

Campaign cost objectives The final aspect of objective setting to be considered is the constraints on objectives placed by the c ...

1 Quality or conversion rates to action This shows what proportion of visitors from different sources take specific marketing ou ...

Figure 8.12 shows an example of effectiveness measures for an online ad campaign for an insurance product. Here an opportunity o ...

Online web site promotion techniques such as search engine marketing and banner advertising often take prominence when discussin ...

Advantages and disadvantages of using offline communications to support e-commerce Offline communications work since they are ef ...