PART THREE

EFFECTIVE ADVERTISING MEDIA

Chapter 10
ADVERTISING Principles and Digital & Interactive Media
Effective IMC Practice Categories, Adman Awards &
Symposium 2014

Revised by Chutinun K, 2014.

DIGITAL, INTERACTIVE &

ALTERNATIVE MEDIA
 Outline
• Identify digital media and interactive media
• List the different types of digital and
interactive media advertising
• Discuss the alternative media
• Describe the internet measurement
 Digital Media
• Digital media are any media that are encoded in a
machine-readable format.
• Computer programs and software; digital imagery,
digital video; web pages and websites, including
social media; data and databases; digital audio; and
e-books are examples of digital media.

Digital Media. Technology Brief. University of Guelph. September 2006.

Dewar, James A. (1998). "The information age and the printing press: looking backward
to see ahead". RAND Corporation. Retrieved 29 March 2014.
 Interactive Media
• Communication systems that permit two-way
communication
• Believed to be the most persuasive type of
communication available to marketers
• Not limited to the Internet
(interactive  users select the info., contact co. or
other users directly)
• Purpose: provide information and used as the
support media
Types of digital and interactive media
1. Websites & Microsites
2. Banners
3. E-mail Advertising
4. Search Marketing
5. Social Media
6. Viral Marketing
7. Application and Games
1. WEBSITE & MICROSITES
Website is a location connected to the Internet that
maintains one or more pages on the World Wide Web.

The Internet
A linked system of international computer networks
The World Wide Web
The information interface that allows people to access the
Internet through an easy-to-use graphical format
1. WEBSITE & MICROSITES
E-business (ex)
All the hardware, software, and computer know-how that
provides a platform for businesses that use the Internet to
sell products

• Providing information
• Collecting information
• The Internet and privacy
 1. WEBSITE & MICROSITES
Microsite is a website, distinct and separate from an organization’s
main site, that delivers more focused, relevant content about a
specific topic or to a targeted audience to help meet sales and
marketing objectives. or even just requiring a defined action.

Example uses could be for a product, a service, a timely promotion,

or an upcoming event, among many other possibilities.

Microsite.com and The Digital Sales Rep are trademarks of The Executive Whisper. What is a Microsite?. Retrieved from
http://www.microsite.com/microsites/microsite-defined/
 WHY NOT FACEBOOK?
Facebook Pages offer a great many benefits, but you
don’t control it. Facebook does.
And you are therefore subject to the whims of that
organization.
Facebook controls the medium, the data, even access
to your own information.

Microsite.com and The Digital Sales Rep are trademarks of The Executive Whisper. Why Not Just Use Facebook?. Retrieved from
http://www.microsite.com/microsites/use-facebook/
2. BANNERS
Banner: small ads on other web pages on which you can click
to move to the advertised Web site. There are many sizes.

1) Standard Banner:
banners, fixed space - entries must be contained within the
banners’ fixed borders and cannot extend beyond that space
2) Rich Media Banner (Ex):
rollover and click expanding banners, pop-ups, interstitials,
audio, video, animation
2. BANNERS
Primary Purposes
• Provide a brand reminder message
• Deliver informational or persuasive message
• Drive traffic
3. EMAIL ADVERTISING
Spam: Unsolicited messages sent to e-mail in-boxes

1) Opt-in: Bulk e-mailers have to get permission to

send any email
2) Opt-out: E-mailers have to have an option to say
no to further e-mails
4. SEARCH MARKETING
Search Marketing is the process of acquiring traffic or
customers via search engines such as Google, Bing,
Yahoo and others.

1. Search Engine Optimisation (SEO)

2. Paid Per Click (PPC)
4. SEARCH MARKETING
1. Search Engine Optimisation (SEO)
is the process of getting more traffic to your website
by getting the site listed and ranked highly for
queries relating to your product, market or business
in the natural or organic search results.

• cannot be paid to be on top

• You need to ‘optimise’ your website using SEO tactics
to convince “search engine” that your website is more
relevant than others for a search term
4. SEARCH MARKETING
2. Paid Per Click (PPC)
is advertising in search engine that let a brand to
position its advertisement on the top or right hand
side of the search results pages. The advertiser will
pay only when someone clicks on the advertisement

• how much you're willing to bid for keywords

e.g. ‘buy used car’ , 'cheap used cars', etc
5. SOCIAL MEDIA
Social media refers to the means of interactions
among people in which they create, share, and/or
exchange information and ideas in virtual
communities and networks.
5. SOCIAL MEDIA
Twitter: Promoted Account, Promoted tweet,
In-steam Ad, Cover Photo

YouTube: Brand Channel, Promoted Video, Standard Banner

Ad, Instream Ads, InVideo Ads

Facebook: Sponsored Stories, Page Post (Page Post

Ads/Sponsored), Promoted post, Related page
6. VIRAL MARKETING
Viral Marketing is marketing technique that engages
people in discussing a business in light of some
event, news, incident, rumor, etc.

Consumers tend to diffuse the advertising message

through various media channels voluntarily because
they are thrilled by guerilla action

Measure effectiveness  numbers of

views/hits/forwards/spread/users/etc.
7. APPLICATION AND GAMES
Advergaming is a new advertising media.
It is in the format of video game which in some way
contains an advertisement for a product, service,
or company.

Some advergames are created by a company and

the game may be distributed freely as a marketing
tool. Other times, an advergame can be a regular
popular video game, which may be sponsored by a
company.
 Advantage & Disadvantage
Advantage Disadvantage

• Relatively inexpensive • Inability of experts to

(depend on the format) consistently produce
• Can also deliver business effective ads and to
• Advertisers can customize measure their
and personalize messages effectiveness
• Can provide sales leads or • Clutter may even be worse
actual sales than in other media
 The Internet measurement
Measuring Audiences
• Hits (ex)
The number of times a particular
site/channel is visited/views
• Click-through
The number of people who click on a ad