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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
15. The Internet and
Interactive Media
The Internet and Integrated
Marketing Communications
Exhibit 15-8 Banner ad
formats
© The McGraw−Hill
Companies, 2003
Up to this point, we have mentioned the need for using
the Internet as part of an IMC program. In this section,
we discuss how the Web can be used with other program
elements.
Advertising
Advertising on the Internet Like broadcast or print, the Internet is an advertising
medium. Companies and organizations working to promote their products and
services must consider this medium as they would television, magazines, outdoor, and
so on. Advertising on the Internet employs a variety of forms, as shown in Figure 15-7.
Banners The most common form of advertising on the Web is banner ads. Banner
ads may be used for creating awareness or recognition or for direct-marketing objectives.
Banner ads may take on a variety of forms, as shown in Exhibit 15-8, as well as a
number of names such as side panels, skyscrapers, or verticals. Initially banner ads
constituted the vast majority of advertising on the Net, but studies indicating their
questionable effectiveness have led to a decline in usage. Reports on click-through
rates vary, but most studies indicate a less than 1 percent response rate. 12 A few studies
have shown an increase in response rates in recent years. These findings may lead to
increased use of this method of advertising in the future. 13
Sponsorships Another common form of advertising is sponsorships. There are two
types of sponsorships. Regular sponsorships occur when a company pays to sponsor a
section of a site, for example, Clairol’s sponsorship of a page on GirlsOn.com and
Intuit’s Turbo Tax sponsorship of a page on Netscape’s financial section. A more
involved agreement is the content sponsorship, in which the sponsor not only provides
dollars in return for name association but participates in providing the content
itself. In some cases, the site is responsible for providing content and having it
approved by the sponsor; in other instances, the sponsor may contribute all or part of
the content. Due in part to the lack of effectiveness of banner ads, sponsorships have
been increasing in popularity. Notice the number of partners on the iVillage site in
Exhibit 15-9—each of which provides content.
Pop-Ups/Pop-Unders When you access the Internet, have you ever seen a small
window appear on Netscape advertising AOL’s “Instant Messenger”? Such windows
Exhibit 15-9 iVillage has numerous Internet partners