Additional Interactive Media While the Internet has captured most of the attention of

marketers, additional interactive media are also available and can be used as a contributor to an IMC program. Interactive CD-ROMs, kiosks, and interactive phones have been used by marketers to provide information to their audiences. Agency executives stated that the most important capability of these media was their ability to be linked with traditional marketing projects.

One of the more attention getting and promising of the new interactive media is interactive TV. Interactive TV, or iTV, allows the viewer of a television program to interact with the progam and/or the ads. Many marketers are betting on the fact that future computer users will access the Internet through their television sets. As noted earlier, multitasking will allow television viewers to watch an event—for example, a football game—and pull up information on players, history of the matchups between the teams, and other statistics without ever leaving the couch or the game. ABC promotes "enhanced TV" on its college football bowl games. (The numbers will appear in a window.) Or suppose you are watching the TV show Friends and like the sweater Rachel is wearing. You simply drag your mouse over to Rachel and click on her sweater, and a window will appear providing you with information regarding colors, materials, sizes, and costs. You may then ask to see other garments to mix and match with the sweater. You may then be asked if you wish to order and what shipping arrangements you prefer. If you have previously ordered, you are done, as your information has been stored in a database. If not, this first time you will be asked for personal information, including credit card number. You have ordered without leaving the couch or missing a minute of programming.

Wink-enhanced advertisements allow advertisers to communicate directly with Wink-subscribed viewers (4 million as of 2002) during a traditional 30- or 60-second spot. By clicking on an icon, advertisers can pose questions, offer samples, solicit contest entries, or even make a sale (Exhibit 15-14). For example, one Wink-enabled Ford ad asked viewers if they would like a Ford Outfitters catalog. If they wanted it, they were asked to select a model (Excursion, Expedition, or Explorer) and then to specify their interest in a two-door, four-door, or sport Track edition. Direct-mail pieces were then sent to respondents. Glaxo-SmithKline ran a similar ad allowing viewers to request information on its migraine medicine Imitrex. The company's six-month response goal was achieved in one week.32

Belch: Advertising and I V. Developing the I 15. The Internet and I I © The McGraw-Hill

Promotion, Sixth Edition Integrated Marketing Interactive Media Companies, 2003

Communications Program

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