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Internet Advertising & Promotional Communication Kuen-Hee Ju-Pak CSUF Featuring today . . .in Class 1 The Internet & The Web What it is How it works Alternative Means of Internet Communication History of the Internet and the Web

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Featuring today . . .in Class 1

  • The Internet & The Web

    • What it is

    • How it works

  • Alternative Means of Internet Communication

  • History of the Internet and the Web

  • The Internet Advantage for Advertisers as an Advertising & Marcom Medium

  • Interactive Advertising Terms/Glossary


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TheInternet: What is it?

  • A gigantic, global collection of computer networks

  • Linking 6+ million servers in 200+ countries


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TheInternet: How does it work?

Source:www.howstuffswork.com


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TheWeb: What is it?

  • A collection of documents that include text, graphics, sound, and/or video, and often links to other documents, which in turn link to others, and to others, ad infinitum - can be accessed anytime and anywhere

  • A part of the Net that shows the greatest potential as an advertising, brand communication, and commerce medium


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TheWeb: How does it work?How Web browsers and Web servers use the Internet to bring pages into your home, school, office, etc.

Source: www.howstuffworks.com


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TheWeb: How does it work?How Web browsers and Web servers use the Internet to bring pages into your home, school or office

  • 3 parts in URL:

    The protocol ("http")

    The server name ("www.howstuffworks.com")

    The file name ("web-server.htm“)


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Other Means of Internet Communication

E-mail

  • the most popular means

  • used to communicate with a person or a group

  • not real-time, but delayed communication

  • info on the recipient necessary (email address, who they are)

  • message may contain text or graphic, but should be short and to the point


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Alternative Means of Internet Communication

Chat

  • used to communicate with a group

  • simultaneous, real-time communication

  • can get immediate feedback on a product, concept,

  • may be used as source for viral communication

  • whether to reveal or not to reveal the message source


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Alternative Means of Internet Communication

Instant Messaging

  • a cross between chat and e-mail

  • communicate in real time witha list of people that you wish to interact with.

  • excellent tool for internal/external corporate communication

  • information on the recipient necessary (the more the better)


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Alternative Means of Internet Communication

Newsgroup

  • continuous, decentralized public discussion about a particular topic

  • not real time, but delayed communication

  • used to communicate with people with similar interest. – excellent targeting opportunities

  • may provide extensive information about the relevant topic.


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Alternative Means of Internet Communication

Discussion Forums/Groups

  • similar to newsgroups, a community discussing a particular topic

  • kept on a single server, maintained and moderated by the originator

  • good fortrying out new concepts

  • excellent targeting opportunities

  • beware of public’s concern about spamming


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Alternative Means of Internet Communication

Listserve

  • a type of broadcast e-mail.on a specific topic(email newsletters)

  • excellent targeting opportunities

  • non-interactive one-way communication


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History of The Internet & The Web

  • The Net established thirty-plus years ago

  • The Web developed in 1990

  • Before the Web, files sent or received in text-only format

  • With the Web, any text, graphics, sound, and video sent or received in the desired format to anyone who uses any type of computer in any country in the world


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History of The Internet & The Web

  • The fastest growing medium in history

  • Over 10 million servers & Over 6 million .com sites

  • 200+ million US users (2006) & 400+ million active users worldwide (2006); concentrated in North America, Western Europe, and Asia

  • Rapid growth in advertising expenditure (from $ < 2 billion in 1998, $4.3 billion in 1999, $8.2 billion in 2000, to $6.3 billion in 2002, to $12.6 billion in 2005 and $17.9 billion in 2006)


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The Internet Advantage as an Advertising and Brand Communication Medium

  • Multimedia Capacity

  • 24-Hours-a-Day Delivery

  • Audience Selectivity & Targeting

  • Integrated Marketing Communication (IMC) and Direct Marketing Opportunities


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The Internet Advantage as an Advertising / Brand Communication Medium

  • Directly Measurable Effects

  • Market Research Potential

  • Global Reach Potential

  • Interactivity

  • Flexibility in the Amount of Information Presented


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Internet Advertising Terms & Glossary Communication Medium

A tour of IAB Terms and Glossary

Go to http://www.iab.net/resources/glossary.asp

Glossary of Interactive Advertising Terms under Resources & Research, Interactive Advertising Basics at www.iab.net