Exam 14: Media Planning: Advertising and Ibp in Digitalinteractive Media

Scenario 14-3 With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But that figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. Once the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent; according to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and inexpensive way to reach targeted consumers. Rather than pouring large sums of money into traditional marketing, business owners are starting to find more creative ways of promoting their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards.(Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) -(Scenario 14-3) Two young women decided to open a new comedy club and chose YouTube as the main outlet for their advertising. The two put together a five minute clip of an improvisation routine they had written and posted it on the site-soon after, the two noticed that the total number of views for the video had skyrocketed to 25,000. It turns out the video was being sent all over the country via email and Facebook messages. This short video apparently became a form of

Scenario 14-3 With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But that figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. Once the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent; according to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and inexpensive way to reach targeted consumers. Rather than pouring large sums of money into traditional marketing, business owners are starting to find more creative ways of promoting their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards.(Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) -(Scenario 14-3) A new business owner is looking into various forms of advertising. Of all the different methods, he seems to be most excited about the idea of advertising through interactive media. Perhaps this is because

Scenario 14-3 With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But that figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. Once the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent; according to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and inexpensive way to reach targeted consumers. Rather than pouring large sums of money into traditional marketing, business owners are starting to find more creative ways of promoting their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards.(Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) -(Scenario 14-3) One small business owner found that when he started using Facebook, he began establishing stronger relationships with some of his less consistent customers. Eventually, one of his customers started a group on the site that other users could join to discuss various aspects of his business. Others joined the group, and it slowly grew over time. This group of Internet followers is an example of

The Internet's e-commerce is growing at an astounding rate, with annual consumer transactions now close to ____ and business-to-business interactions exceeding ____.

Page views measure how many pages, or html files, have been sent to someone's computer, but they don't indicate how many visitors the website has had.

As more complex forms of data become available-including video, audio, and television formats-they will be able to be streamed to Web users who only need to have

You are the marketing manager of a small corporate airline that handles business flights for executives and celebrities, but also specializes in group charters to major sporting events, concerts, and festivals.To reach businesspeople as well as affluent fans on the Internet, you will have to avoid the usual fare because these two target audiences ignore most advertising and hate distractions.However, they do tend to take note of online videos.So where should you put your advertising money?

Click fraud is a crime, one that is being monitored and detected by Google and Yahoo! by watching for repeated clicks or unusual visit patterns from anonymous servers.

A hit rate doesn't really reflect the number of consumers interested in a site.

Digital/interactive media advertising on the Web has finally emerged as a legitimate option due, in part, to strong selectivity, tracking, deliverability, flexibility, and reach, among other reasons.

The truly revolutionary feature related to the growth of the Internet has been its ability to

An effective company website should allow for human-messaging and/or human-human interaction.This is because research shows that such approaches

Hits are the number of occasions in which user X has interacted with website Y during time period Z.

From a technological standpoint, it appears that two technologies related to digital/interactive media will have the biggest impact on the future of IBP-Internet TV and Internet radio.

One big advantage for advertisers using the Internet as their medium is that

Scenario 14-4 Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation.Optima produces materials for all varieties of media-paints, pencils, charcoals, clays, brushes, papers, canvases-as well as equipment such as palettes, easels, drawing tables, etc.Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc.Optima has set a goal of 9 percent from Internet sales by the end of next year. -(Scenario 14-4) Visualizers's researchers determine that many art supply stores and galleries have websites for local customers to learn more about creating art through various media.They suggest that Optima provide free tips and demonstrations related to producing art that would encourage potential buyers and current customers to check this out, try new techniques, and add their own suggestions.Generating this type of social interaction around Optima products will involve creating a(n)

Pop-up ads have never been popular, but they seem to be more irritating than ever, with 80 percent of respondents in a recent survey saying they were annoying.

The Internet may provide segmented audiences to a point, but it is not really a suitable format for niche marketing.

Why is it difficult to talk about the future of digital/interactive media in advertising? Though it is impossible to know for sure, which two types of technology are likely to be big players in the near future? What advances can we hope to see?

In all of its forms, e-commerce is actually