JOUR 250 Lecture Notes - Lecture 16: Web Banner, Usenet Newsgroup, Viral Marketing
4 May 2018
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Professor
-Spam: unsolicited, mass email advertising for a product or service sent by an unknown entity
to a purchased mailing list or newsgroup
-Customer retention and relationship management (CRM): focuses on existing clients and no on
prospecting new clients
-Viral marketing: Internet version of word-of-mouth advertising by e-mail.
Programmatic advertising
-Computer programs match content sites to advertisers via an advertising exchange
-Bidding process ensures that those willing to make the highest bid show ads to the most
desirable audiences
Mobile-specific advertising
-Banner ad
-Sponsored SMS
Problems with digital interactive as an advertising medium
-Does not offer mass media effectiveness
-Lack of accountability and security since it is not controlled by any on entity
-Requires constant attention and time on the part of the advertiser to engage consumers on a
daily basis
Using digital interactive in IMC
Document Summary
Spam: unsolicited, mass email advertising for a product or service sent by an unknown entity to a purchased mailing list or newsgroup. Customer retention and relationship management (crm): focuses on existing clients and no on prospecting new clients. Viral marketing: internet version of word-of-mouth advertising by e-mail. Computer programs match content sites to advertisers via an advertising exchange. Bidding process ensures that those willing to make the highest bid show ads to the most desirable audiences. Problems with digital interactive as an advertising medium. Lack of accountability and security since it is not controlled by any on entity. Requires constant attention and time on the part of the advertiser to engage consumers on a daily basis. Allows for greater interactivity between company and its stakeholders. Gives the company the opportunity to act on complaints. Can double or triple internet budget with no increase in exposure out of home media: media that reach prospects outside their homes.
