Chapter 14 Objectives

141

After reading Chapter 14, you will be able to:

Describe the characteristics of the major physical

(off-line) and digital (online) media.
Differentiate among broadcast, print, narrowcast,
and pointcast electronic media.
Explain how marketers use reputation aggregators
for natural, paid, and vertical search.
Compare and contrast social media communities,
blogs, and social networks.
Outline the main methods for buying media and for
evaluating an integrated marketing communication
(IMC) campaigns effectiveness.
2009 Pearson Education,
Inc. Publishing as Prentice

Halo 3 Launch
142

Halo 3 went on sale worldwide September 25, 2007

and sold 3.3 million units the first week.
Microsoft combined physical (off-line) and digital
(online) media to announce Halo 3 and create buzz.
Formed off-line partnerships with Burger King,
Mountain Dew, Doritos, Pontiac, and others to cobrand products, license merchandising, etc.
Added digital media including video
documentaries and Web sites for buzz building.
Can you think of recent product launches that have
combined off-line and online marketing and media?
2009 Pearson Education,
Inc. Publishing as Prentice

143

Marketing Communication
Media

The line between off-line and online

media space is blurring more every day.

For example, newspaper ads and articles

are often accessible in either location.

Media can also be categorized as paid

and unpaid.
Each medium has capabilities, strengths,
and weaknesses.
2009 Pearson Education,
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Media Types
144

Broadcast media include TV and radio.

Print media include newspapers and
magazines.
Narrowcast media such as Cable TV (CATV)
transmit focused electronic content to
special-interest markets.
Pointcast media are electronic media that
can transmit to just one person.
Direct postal mail allows for selective
targeting and can be personalized.
2009 Pearson Education,
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Digital Media
145

IMC tools can be used to communicate

with target markets via digital media.

E-mail is a direct marketing digital medium.

Web sites are digital media.

Social media are online tools and

platforms that allow internet users to:

Collaborate on content.
Share insights and experiences.
Connect with others.
2009 Pearson Education,
Inc. Publishing as Prentice

Search Engines
146

Search engines are reputation aggregators

(Web sites that rank Web sites and products).

Google ranks search engine results partially

based on popularity.
Some are calling Google a reputation engine.

Search marketing refers to the act of

marketing a Web site via search engines.

Natural search.
Paid inclusion.
Pay per click advertising.
2009 Pearson Education,
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Natural Search
147

Natural search (also called organic search)

involves optimizing a Web site so that it will
appear near the top of the results page when
searched.
Search engine optimization (SEO) is the act of
altering a Web site and incoming links so that
it does well in organic, crawler-based listings.
Web sites optimize both their content and
meta tags with keywords that visitors are
likely to type into search engines.
2009 Pearson Education,
Inc. Publishing as Prentice

Paid Search
148

Paid search occurs when an advertisers

pays a fee for directory submission,
inclusion in a search engine index, or to
display their ad with particular keyword
searches.
Paid search is commonly called pay-perclick (PPC) because advertisers pay when
users click on ads.

Google charges $0.15-$15 per click.

Click-through rates can range from 0% to 50%.
2009 Pearson Education,
Inc. Publishing as Prentice

Vertical Search
149

Vertical search is site-specific search on

specialized topics, such as travel, online
retailers, or books.
Vertical search sites include:

ZoomInfo and LinkedIn (people search).

CareerBuilder (jobs).
YouTube (videos).

Pricing models on vertical search sites include

directory submission fee, cost-per-click, and
traditional cost-per-thousand (CPM) impressions.
2009 Pearson Education,
Inc. Publishing as Prentice

Online Communities
1410

Types of communities include wikis,

news aggregators, video and photo
sharing sites, online forums, product
review sites, etc.

A wiki is software that allows users to

collaborate on the content of the site.
News aggregators, such as Digg.com, bring
news from many sources to one place.
Video and photo sharing sites host usergenerated content.
2009 Pearson Education,
Inc. Publishing as Prentice

1411

Community Building
Principles

Larry Weber (2007) suggests a 7-step

program for building a successful online
community:
1.
2.
3.
4.
5.
6.
7.

Observe.
Recruit.
Evaluate platforms.
Engage.
Measure.
Promote.
Improve.
2009 Pearson Education,
Inc. Publishing as Prentice

Blogs
1412

Blogs, online diaries, or journals are

social media.

In 2007, 12% of internet users had created

a blog and 22% had posted comments.
Technorati.com tracks over 112 million
blogs.

Marketers use blogs to disseminate their

views and to draw users to their sites.

2009 Pearson Education,

Inc. Publishing as Prentice

Social Networks
1413

Social networks help individuals connect

deeply with other for different purposes:

Meeting people, sharing interests, and

having fun.
Finding contacts to get a job, venture capital,
or to find employees.

According to Lewis PR, 33% of companies

will implement a social network by 2008
and 70% will include social networks in
their marketing strategy.
2009 Pearson Education,
Inc. Publishing as Prentice

Effective Internet Buys

1414

Marketers use many digital strategies to

reach target markets:

Search engines.
Social media such as online videos and
blogs.
Keyword advertising campaigns.

It is difficult to generalize about the most

effective online media strategies.

2009 Pearson Education,

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1415

Efficient Internet Buys,

cont.

Cost per thousand (CPM) calculations

can determine the most efficient buy.
The CPM metric is calculated as follows:

(Cost of the ad/Audience) *1,000

Audience size is expressed in impressions.

Typical Web CPM prices are $7-$15 or

$0.15 to $15.00 at Google.

2009 Pearson Education,

Inc. Publishing as Prentice

Metrics
1416

The measurement of advertising campaign

effectiveness includes metrics such as:

Click %
Conversions
CPM

To see how a firm evaluates the

effectiveness of its internet advertising
buy, consider the examples in Exhibits
14.21 and 14.22.
2009 Pearson Education,
Inc. Publishing as Prentice