seminar in interactive advertising seminar notes for topic: “managing interactive advertising”...
TRANSCRIPT
Seminar in Interactive Advertising
Seminar Notes for Topic:
“Managing Interactive Advertising”
(Part III)
Department of Advertising
College of Communication
The University of Texas at Austin
Integrated 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
Campaigns
I. 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 Campaign
II. 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. Implementation
II. 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 ads
III. 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 placement
III. 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 Feedback
III. 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 audience
III. Planning an Interactive Campaign
• 6. Response mechanism
• 7. Competitive analysis
• 8. Media selection
• 9. Project players/responsibilities
• 10. Tools required
• 11. Guidelines/standard deviations
III. Planning an Interactive Campaign
• 12. Pre-testing
• 13. Cost
• 14. Timeline
• 15. Risks
• 16. Alternatives
• 17. Lost opportunity cost
• 18. Measuring success