UT ADV 391K - Managing Interactive Advertising

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Seminar in Interactive AdvertisingIntegrated Interactive Advertising CampaignsI. What is an Advertising Campaign?Slide 4II. Inside-Out vs. Outside-In PlanningSlide 6Slide 7Slide 8Slide 9III. Planning an Interactive CampaignSlide 11Slide 12Slide 13Slide 14Slide 15Slide 16Slide 17IV. Interactive vs. Traditional CampaignsSeminar in Interactive AdvertisingSeminar Notes for Topic:“Managing Interactive Advertising”(Part III)Department of Advertising College of Communication The University of Texas at AustinIntegrated Interactive Advertising Campaigns• I. What is an Advertising Campaign?• II. Inside-Out vs. Outside-In Planning• III. Planning an Interactive Campaign• IV. Interactive vs. Traditional CampaignsI. What is an Advertising Campaign?•A. Webster:–“A series of Planned Actions”•B. Ads develop points around a single, primary appeal and together form a campaign.I. What is an Advertising Campaign?•C. Planning Process:•1. Setting Goals and Objectives•2. Developing the Budget•3. Defining Segments and Positioning•4. Setting Message Strategy/Tactics•5. Media Strategy/Tactics•6. Monitoring the CampaignII. Inside-Out vs. Outside-In Planning•A. Information Power ShiftII. Inside-Out vs. Outside-In Planning•B. Inside-Out:•1. Dollar-volume objectives•2. Costs•3. Contribution margin•4. Marketing funds•5. Allocation against prospects•6. Communication choices•7. ImplementationII. Inside-Out vs. Outside-In Planning•C. Outside-In:•D. Schultz Outside-In Planning:II. Inside-Out vs. Outside-In PlanningII. Inside-Out vs. Outside-In Planning•E. Summarize:–Inside-Out planning attempts to develop product messages and predict what might happen as a result of changes in attitudes and beliefs of the customer or prospects.–Outside-In planning attempts to explain what customers and prospects are actually doing, buying, or using and to determine what marketing communications will influence this behavior in the future.III. Planning an Interactive Campaign•A. What is an Interactive Campaign?–“An Interactive Advertising Campaign is an integrated and planned series of messages appearing in interactive media.”III. Planning an Interactive Campaign•B. A Possible Process:•1. Determining Goals–promoting the brand and/or–getting a response•2. Selecting a target audience(s)•3. Deciding on Tactics:–newsgroup announcement posting–newsgroup discussion participation–creating a new public newsgroup–email newsletters–email signature blocks adsIII. Planning an Interactive Campaign–game sponsorship–classified ads–link trading–link placement–banner ads--static,animated,interactive–banner ad exchange–site sponsorship–event sponsorship–content development (your own site)–interstitial ads–product placementIII. Planning an Interactive Campaign–Push channel sponsorship–chat sponsorship–virtual world sponsorship–what else????•4. Assigning Responsibilities:–In-house–Outsourcing•5. Setting Standards–Logo always appears at top, e.g.III. Planning an Interactive Campaign•6. Establishing procedures–setup step-by-step instructions–enable “speaking with a single voice”•7. Making an Interactive Proposal•8. Constructing the Creative•9. Testing:–Client-side testing–Server-side testing (banner serving, database, e.g.)•10. Acting on FeedbackIII. Planning an Interactive Campaign•C. The Interactive Proposal•1. Project name•2. Project identification (CI50%BYIE2/6801)–[creamy italian, 50% off banner, Yahoo, Infoseek, Excite from February through June, 2003]•3. Project description•4. Purpose•5. Intended audienceIII. Planning an Interactive Campaign•6. Response mechanism•7. Competitive analysis•8. Media selection•9. Project players/responsibilities•10. Tools required•11. Guidelines/standard deviationsIII. Planning an Interactive Campaign•12. Pre-testing•13. Cost•14. Timeline•15. Risks•16. Alternatives•17. Lost opportunity cost•18. Measuring successIV. Interactive vs. Traditional Campaigns•A. How are they different?•B. How are they the


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