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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Summary
This chapter introduced you to the
Internet and interactive media. It
explained some of the objectives
for these media and how they can
be used in an IMC program.
The discussion of the Internet
focused on understanding the key
terms used in the industry, the
objectives sought when using
the Internet, and Internet communications
strategies. In addition, the
role of the Internet in an IMC
program was discussed, with an
explanation of how all the IMC program
elements can be used with the
Internet. Advantages of the
Key Terms
Internet, 486
World Wide Web
(WWW), 486
website, 490
e-commerce, 494
15. The Internet and
Interactive Media
Internet—including the ability to target
markets, interactive capabilities,
and relationship building—were discussed.
In addition, disadvantages—
including high costs, unreliable
measurements and statistics, and
relatively low reach (compared to
that of traditional media)—were
reviewed. Sources of Internet measurement
data were also provided.
The Internet has been the most
rapidly adopted medium of our
time. It holds great potential for
both business-to-business and
consumer marketers. However, contrary
to popular belief, the Internet
banner ads, 496
sponsorships, 496
content sponsorship,
496
pop-ups, 496
Discussion Questions
1. One of the problems slowing the
rate of adoption of the Internet as
an advertising medium is the fact
that this medium has been slow to
adopt traditional advertising metrics.
Discuss why this has been the
case, and what must be done to
overcome this problem.
2. Interactive television has not
been adopted by consumers as
rapidly as was expected. Give some
reasons for this slower than
expected adoption rate, and what
iTV must do to overcome these
problems.
3. What is meant by wireless? Provide
examples of companies that
currently are employing this communications
medium. For what
type of companies might wireless
best be suited?
pop-unders, 496
interstitials, 498
push technologies, 498
webcasting, 498
personalization, 498
4. The IAB recently provided guidelines
for metrics for use by those
in the Internet industry. Explain
what these guidelines entailed and
why they are important.
5. Provide examples of companies
with which you are familiar that
have successfully integrated the
Internet into their communications
programs. Explain the role of the
Internet in these IMC programs.
6. The Internet is growing at an
extremely rapid pace. At the same
time there are indications that
this growth will slow. Discuss
some factors that may lead to
decreased growth of the use of
this medium.
7. Discuss the objectives
marketers may be seeking in their
© The McGraw−Hill
Companies, 2003
is not a stand-alone medium. Its
role in an integrated marketing
communications program
strengthens the overall program
as well as the effectiveness of the
Internet itself.
Interactive media have not yet
fulfilled their promise. While still
in its infancy, the medium has not
received the acceptance and use
expected. Test market indications
are that the medium still needs
improvements—particularly in
content—before reaching mass
acceptance. Wireless is starting to
experience growth.
links, 498
SPAM, 500
cookie, 502
interactive TV, 506
wireless, 508
use of the Internet. Which is the
Internet best suited for?
8. Explain the different forms that
advertisers might use to advertise
on the Internet. Discuss some of
the advantages and disadvantages
associated with each.
9. A number of Internet marketers
have been criticized as engaging
in unethical practices. Discuss
some of the practices that might
be considered unethical. What
should be done to curtail these
practices?
10. What is interactive TV? Explain
how interactive television differs
from traditional television. Give an
example of how a company might
employ this medium.
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