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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 15-10 Pepsi uses
sales promotions on the
Web
V. Developing the
Integrated Marketing
Communications Program
15. The Internet and
Interactive Media
© The McGraw−Hill
Companies, 2003
are known as pop-ups, and they often appear when you access a certain site. Pop-ups
are usually larger than a banner ad but smaller than a full screen.
Pop-unders are ads that appear underneath the web page and become visible only
when the user leaves the site. For example, if you ever visited a travel website, you
probably were hit with a pop-under ad for Orbitz—one of the heaviest users of this
form of web advertising. Go to the Los Angeles Times website, and when you leave,
you will almost certainly see an example of this form of advertising.
While some companies like Orbitz believe that pop-ups and pop-unders are effective
forms of advertising, others disagree. Consumer complaints have led Google.com,
iVillage.com, and Earthlink (among others) to no longer accept these advertising forms.
(According to iVillage, its research indicates that as many as 90 percent of its users dislike
such ads.) Nevertheless, indications are that despite the annoying qualities of popups
and pop-unders, more and more websites are offering this type of advertising.
Interstitials Interstitials are ads that appear on your screen while you are waiting
for a site’s content to download. Although some advertisers believe that interstitials
are irritating and more of a nuisance than a benefit, a study conducted by Grey Advertising
found that only 15 percent of those surveyed felt that the ads were irritating (versus
9 percent for banner ads) and that 47 percent liked the ads (versus 38 percent for
banners). Perhaps more importantly, while ad recall of banner ads was approximately
51 percent, recall of interstitials was much higher, at 76 percent. Recently, Acura introduced
its Integra Type R model using an interstitial. Coca-Cola, TriStar, and Macy’s
commonly employ this ad form.
Push Technologies Push technologies, or webcasting technologies, allow companies
to “push” a message to consumers rather than waiting for them to find it. Push
technologies dispatch web pages and news updates and may have sound and video
geared to specific audiences and even individuals. For example, a manager whose job
responsibilities involve corporate finance might log on to his or her computer and find
new stories are automatically there on the economy, stock updates, or a summary of a
speech by Alan Greenspan. Companies provide screen savers that automatically
“hook” the viewer to their sites for sports, news, weather reports, and/or other information
that the viewer has specified. Users can use personalization—that is, they can
personalize their sites to request the kinds of specific information they are most interested
in viewing. For example, if you are into college sports, you can have updates
sent to you through sites providing college sports information. The service is paid for
by advertisers who flash their messages on the screen.
Links While considered by some as not a type of advertising, links serve many of the
same purposes as are served by the types discussed above. For example, a visitor to one
site may click on a link that provides additional information and/or related materials at
another site. At the bottom of the homepage at women.com are a number of links to
magazines, including Cosmopolitan and Good Housekeeping among others. Clicking
on one of these takes you to the magazine’s site and usually
a pop-up for a subscription to the magazine appears.
Other forms of advertising, such as ads placed in chat
rooms, are also available. Given the limited use of many
of these alternatives, we suggest the reader consult additional
resources for more information.
Sales Promotion on the Internet
Companies have found the Internet to be a very effective
medium for disseminating sales promotions. As noted
earlier, Huggies ties in the use of sales promotions with
its website. Other examples such as GMC’s special
financing offers, Pontiac Vibe’s announcements of
events, and PepsiCo’s use of sweepstakes and contests
(Exhibit 15-10) are just a few of many. Levis has used