6. Mavis Scanlon, Internet World, “Company to Watch” section, May 1, 2000. Reprinted with permission. 7. www.intersurvey.com, July 2000. 8. Ibid. 9. “InterSurvey Difference,” www.intersurvey.com, July 2000. 10. www.greenfieldonline.com, July 2000. 11. www.cltresearch.com, July 2000. CLT e-terpretations. 12. Ibid. 13. www.websurveyor.com, July 2000. Chapter 13: The System of Web Tracking Analysis 1. Mubarak Dahir, “How Much Is Too Much?” TheStandard.com, May 8, 2000. 2. Ibid. 3. Mubarak Dahir, “Just for Clicks,” The Standard.com, May 8, 2000. 4. Ibid. 5. Richard Hoy, “Traffic Analysis Solutions for Small Business: Part 1,” www.Clickz.com, June 9, 2000. 6. “Ask Nettie: Traffic Report,” TheStandard.com, June 5, 2000. 7. Ibid. 8. www.eppraisals.com, June 2000. 9. www.quadstone.com, July 2000. 10. Ibid. 11. www.webtrends.com, July 2000. 12. Ibid. 13. www.younology.com, July 2000. 14. “E-Consumers Now Can Track the Trackers,” eMarketer, March 15, 2000. 15. Ibid. Chapter 14: Ethics on the Internet 1. Michael Benedikt, “Of Orson Welles’ Remarkable 1938 Radio Program ‘The War of the Worlds’,” http://members.aol.com/ benedit2, August 2000. 336 CYBERBRANDING Notes
2. Ibid. 3. “The Soupy Sales Show,” Yesterland.com, August 2000. 4. Internet Activities Board (IAB), January 1989. 5. Federal Trade Commission Privacy Initiatives, August 2000. 6. “Guarding Their Privates, See?” eMarketer, November 29, 2000. 7. [email protected], July 2000. 8. Neuburger and Monkarsh, “Well-Known Laws Hit the Net,” Silicon Alley Reporter, Issue 35. 9. Pamela Mendels, “Criticism for Company Offering Free Computers to Schools,” New York Times on the Web, February 2, 2000 10. Neuburger and Monkarsh, “Well-Known Laws Hit the Net. 11. Matt Richtel, “Toysmart.com in Settlement with F.T.C,” New York Times on the Web, July 22, 2000. 12. Ibid. 13. Neuburger and Monkarsh, “Well-Known Laws Hit the Net.” 14. Saul Hansell and Judith Dobrzynski, “eBay Cancels Sale in Auction of Abstract Painting,” New York Times on the Web, May 11, 2000. 15. Ibid. 16. Lisa Guernsey, “A New Caveat for eBay Users: Seller Beware,” New York Times on the Web, August 2000. 17. Ibid. 18. www.cbsnews.com, July 2000. 19. “E-Code of Health,” Silicon Alley Reporter, Issue 35, Bedside. 20. “Internet Privacy Safeguards Approved,” BBC News, July 27, 2000. Part IV: Cybermarketing to Enhance the Brand Chapter 15: Changing Market Landscapes 1. “Amazon, Toys R Us Plan Online Toy Stores,” TheStandard. com, August 10, 2000. 2. “Five Get It, Five Don’t,” Business 2.0, June 13, 2000. 3. Ibid. CYBERBRANDING Notes 337
4. Ronna Abramson, “How about a ’73 Gremlin in Harvest Gold?” TheStandard.com, August 14, 2000. 5. Jeremy Rifkin, “The Age of Access,” TheStandard.com, March 13, 2000. 6. Sam Howe Verhovek, “Dot-Com Leaders Await a Shakeout of Losers,” New York Times on the Web, April 23, 2000. 7. www.kbkids.com, September 2000. 8. www.etoys.com, September 2000. 9. Steve Rigney, “Network Antivirus: Defend Your Network,” ZDNet PC magazine, April 14, 2000. 10. David Lake, “Wanted: Loyal E-Shoppers,” TheStandard.com, August 7, 2000. 11. “Flunking Customer Service 101,” eMarketer, August 16, 2000. 12. Ibid. Chapter 16: Banner Ad Sustenance in Cyberspace 1. Nielsen NetRatings, March 2000. 2. eMarketer, July 2000. 3. Ibid. 4. eMarketer, July 2000. 5. Jason Black, “Old Ads, New Metric,” Internet World, August 1, 2000. Reprinted with permission. 6. “Case Study: iVillage & Hollywood.com,” emarketingtoher. com, August 9, 2000. 7. Ibid. 8. Jim Meskauskas, “Online Media: Is the Price Right?” Clickz. com, May 9, 2000. Chapter 17: Affiliate Marketing for the Future 1. Joel Gehman, “What Is Affiliate Marketing,” Clickz.com, July 28, 2000. 2. Mana Tominaga, “Birds of a Feather,” www.webtechniques. com, June 2000, detailing the basic considerations for affiliate merchants. 338 CYBERBRANDING Notes
3. Ibid, detailing the basic considerations for affiliates. 4. Ibid. 5. ICONOCAST, March 2000, http://www.iconocast.com. 6. Shawn Collins, “Keeping Your Affiliates Loyal,” Clickz.com, August 4, 2000. 7. Shawn Collins, “Communication 101 for Affiliate Managers,” Clickz.com, July 21, 2000. 8. www.top10affiliates.com, February 2000. 9. www.cruelworld.com, Affiliate Program, September 2000. 10. www.vstore.com, Affiliate Comparison, September 2000. 11. www.lobsternet.com, Affiliate Program Benefits, September 2000. Chapter 18: Driving Traffic on the Cyberhighway 1. Worldcom advertisement appearing in Business Week, September 11, 2000. 2. PFS Marketwyse, September 2000. 3. ICONOCAST, June 2000, http://www.iconocast.com. 4. Ibid. 5. Erdos & Morgan study, ICONOCAST, June 2000. 6. eMarketer, September 2000. 7. Susan Kuchinskas, “More for Less,” Business 2.0, August 22, 2000. 8. Ibid. 9. “Case Study: AssociationCentral.com,” emarketingtoher.com, September 11, 2000. 10. Stuart Elliott, “Campaign Stresses Customized Beauty Products Sold Online,” New York Times on the Web, July 10, 2000. Part V: Cyber Public Relations: The Credible Online Endorsement Chapter 19: Is There Room for Tradition in Cyberspace? 1. Encyclopaedia Britannica, Micropedia, 15th Edition, Vol. 8. “Public Relations,” p. 285. CYBERBRANDING Notes 339
2. E-mail correspondence between an undisclosed marketing company and a producer of ZDNet.com. 3. “Eyeball Wranglers: Are PR Firms Being Asked to Do Too Much?” Jill Hunter, Silicon Alley Reporter, Issue 36. Chapter 20: PR Cybertools for Cyberspeed 1. www.cyberalert.com, CyberAlert, Inc., 2000. 2. www.cyberalert.com, copyright 1999-2000, CyberAlert, Inc. 3. Marcia Stepanek, “You Called Our Widget a What?” Business Week, The Best of Business Week Online, September 25, 2000. 4. Ibid. 5. www.prnewswire.com, October 2000. Chapter 21: Relationship-Building Tactics with the Media 1. www.whackaflack.com, e-tractions, October 2000. 2. Ibid. 3. Matthew Drapeau, “This Ain’t Your Mama’s News Source,” WebPR, October 2000. 4. Drapeau, “This Ain’t Your Mama’s News Source.” 5. Jim Romensko’s MediaNews Extra!, August 2000. 6. Jim Romensko’s MediaNews Extra!, PR Beef Section. 7. Tom Gable, “Nine Easy Ways to Kill a Start-Up through PR,” The Standard, June 2000. 8. Ibid. 9. Ibid. 10. www.grayrun.com, PR Toolbox, February 2000. Chapter 22: Best PR Practices 1. “How to Hire and Get the Most from Outside PR Counsel,” O’Dwyer’s PR Daily, October 2000. 2. Ibid. 3. Public Relations Tactics, Bronze Anvil Winners, October 2000. 4. Ibid. 5. Ibid. 340 CYBERBRANDING Notes
6. www.pharmaton.com, “Stand up for Leg Health Survey Results,” May 2000. 7. “How the UK’s DeskDemon.com Used Scantily Clad Males to Generate Press Internets,” MarketingSherpa.co.uk, September 2000. 8. Vicki Hudson, “How Advertising Differs from Public Relations,” Small Business Administration, January 1999. CYBERBRANDING Notes 341
INDEX A Accenture, 233 Account Link program, PNC Bank, 156–57 AccrueSoftware, 199 Added value, 16–17 Adspeak, 156 Advertising, 8 Affiliate marketing, 244–53 affiliate considerations, 247–48 affiliate management packages, 248–49 affiliate manager/team, designation of, 246–47 affiliate member program levels, distinguishing, 249 affiliate-merchant relationship, 251 affiliate program, launching, 250 affiliates: attracting, 248–50 communication with, 249 working to maximize results with, 250–51 and clickthrough tracking system, 246 commission program, 252 343 merchant considerations, 246–48 winning program, setitng up, 246–48 Alloy.com, 69, 126–27 AltaVista Shopping.com, 130–31 Amazon.com, 4–6, 19–21, 31, 59, 63, 71, 95, 236, 253 and affiliate marketing, 245 marketing strategies, 19–20 minipostcard/gift certificate, 20 rate of change on site, 19 American Express, 117 America Online (AOL), 63–64, 72, 155–56 Analysis paralysis, 195–96 Animation, in banner ads, 238 Aniston, Jennifer, 153–54 AntiVirus.com, 229 AOL.com, 5 APBnews.com, 110 Apple.com, 88 one-click shopping process, 90 Applets, 204 Arts & Entertainment Network (A&E), 29, 32 Ascovalve.com, 72, 73 Asimba.com, 140
344 CYBERBRANDING Index ASP, 204 AssociationCentral.com, 260–61 AT&T, 144 Atlantis Group, Inc.: background, 314 case study, 314–17 challenges, 315 objectives, 314 strategies, 315–16 successes, 316–17 target audiences, 315 ATT.com, 145–47 Audience expectations, 33 Audience response, 136–47 optimizing, 143–44 opt-in e-mail programs, 141–43 privacy issues, 143–44 search engine, moving beyond, 137 sensitivity to online audiences, 143–44 viral marketing, 138–40 Automotive industry, and the Internet, 52–53 Avila, Emily, 123 B Bacon’s Media, 285–86 Banisar, David, 216 Banner, Karen J., 138–39 Banner ads, 155, 233–43 ad location, 240 advertisers on site, 239 animation, 238 audience breakdown, 239 average impression, 238 basics of, 236–37 and brand awareness, 236 campaign results, 240–43 clickthrough rate (CTR), 239 cost per click (CPC), 242 cost per measurement (CPM), 239 cost per sale (CPS), 241 design of, 237–38 fonts used in, 238 future of, 242–43 lessons in, 234–35 logo, 238 measuring effectiveness of, 241–42 page views, 239 placement, questions to ask about, 238–40 purpose of, 235–36 rates, questions about, 239–40 and refresh mode, 240 reporting software on site, 240 scheduled rotation, 239–40 survival techniques, 233–35 text in, 238 user return rate, 239 Barbie.com (Mattel), 40 Barnes & Noble, 20, 30, 236, 253 customer service, 75–76 Beale: Bernard B., 119 Vincent W. Sr., 119 Behavior, and branding, 10–11 Bell, Buddy, 175–76 Ben & Jerry’s, 4, 66 Benjamin Moore Web site, 38–39 Bergstrom, Alan, 46, 48 Billboard.com, 100–105 Biography.com, 29 Blake, Cassels & Graydon, LLP, 216 Bluefly.com, 261–62 Body language, 171–72 Bonne Bell, 175–76 Boo.com, 60, 110 Bosack, Leonard, 112 Boundaries, branding without, 11–12 Boxerjam, 173 Brady, Regina, 143 Brand-building strategies, re-examination of, 60 Brand champions, 14 Brand Consultancy, 46, 48 Brand culture, 14 Brand difference, 14 Brand essence, 14 Brand experience, 14 Brand exposure, 14 Brand heart, 14 Branding: Amazon.com, 4–6 brand as promisemark, 49 and consumers, 8 historical brand promise, 6–8 influence on behavior, 10–11 internal/external dimensions of, 46, 48–49 and the Internet, 36–53
moving beyond name/logo, 41–46 power of, 2–17 and technology, 15–17 timeless lands, 9–10 and Wall Street, 15 without boundaries, 11–12 Yahoo!, 4 Brand power, 59 Brand style, 14 Brand timelessness, 9–10 Brand transition, 32–33 Brand value, 14–15 British Motor Corporation, 8 Brushfire, 16–17 Budget.com, 96–99 Business Week online, 287 C Campbell’s soup Web site, 17 CancerQ.com, 72, 75 Candystand.com, 81 Carpetone.com, 150 CaseMatch.com, 31 CBS Radio’s MarketWatch, 158 CDNow, 63, 155, 253 Changing market landscapes, 222–31 customer share, 226–30 General Motors, 79, 225–26 heavy hitters, lessons from, 224–26 Hotwire.com, 224 Priceline.com, 80, 150–51, 153, 224 service, 230–31 Toysrus.com, 224–25 Children’s Online Privacy Protection Act (COPPA), 211 Chominsky, John, 314–17 Cisco Systems, vision of, 112–13 CJ Network, 252 Clarke, Thomas, 116 Clausing, Jeri, 143 ClickReward.com, 130 Clickstream data, 195, 199 Clickthrough rate (CTR), 239 Clickz.com, 198 Clipping services, 288 CLT Interacrive, 186–87 Reflector program, 186–87 WebScore Brands, 187 ClubMom, Inc., 251 CNET.com, 5, 126, 233 CYBERBRANDING Index 345 Coalition, 115–16 Coca-Cola, 7–8, 15, 56, 65, 82, 236 as global brand, 11–12 Cohen, Sheila, 28, 30 Cold Fusion, 204 Collins, Shawn, 251 Commission Junction, 252 Communication vehicles, 258 Compaq, 182, 183 Comparison shopping, 83 Competitors, 33 CompuServe, 155–56 Consumers, and the Internet, 24–25 Consumer trust, and cyberbranding, 55–57 Content, Web sites, 88, 94–95 Continental Airlines, One Pass program, 129 Convenience, and online brands, 62 Cookies, 210–11 Cost per click (CPC), 242 Cost per measurement (CPM), 239 Cost per sale (CPS), 241 Crawford, Cindy, 153 Cruel World, 252 Cultural issues, and global brands, 12–13 Customer service, 74–76, 82 Customer share, 226–30 Customization, 127–30 CVS.com, 196–97 CyberAlert, 288 Cyberbrand: components of, 37 convergence of traditional brand and, 65 differentiating factors of, 57–58 emergence of, 54–69 Web site design for, 86–105 Cyberbrander’s checklist, 51 Cyberbranding: considerations, 21 and consumer trust, 55–57 misconceptions, 73–82 customer service, 74–76 ease of finding the site, 77–79 equal opportunity, 79 killer Web sites, 81–82 worldwide audience, 73–74 misconceptions about, 73–82 organizational challenges, 21–23
346 CYBERBRANDING Index Cyberbranding: (cont.) permission rule, 21 and technology, 70–85 theories of, 47–51 trial and error decade, 71–73 Cyberbrand vision, 108–21 coalition, 115–16 comparison of offline vision and, 113–15 developing through offline vs. online comparison, 113–15 effective vision, characteristics of, 113–14 entrepreneurial idea vs., 109–10 postlaunch, 116–17 rushed vision, avoiding, 110–13 Cyberlessons, 82–83 Cyberstrategies, 259 incorporating offline branding strategies with, 66 CYNET, Inc., 118–21 audience, 118–19 challenges with cybervision, 119 cybervision, planning/execution of, 119 history of, 118 mission, 118 vision, 118 D Davis, Jacob, 7 Defamation, 212 Dell Computer, 144 DeLoughry, Thomas J., 301–3 DeskDemon.com public relations campaign, 311–12 Diebenkorn, Richard, 213 Differentiating factors, 57–58 Digex.com, 150 DiMaggio, Joe, 150 DiSciullo, Maritza, 145–47 Discovery Online, 32 Discovery Toys, 227 Disney, 15, 58–59, 65 Disney, Walt, 58 Drugstore.com, 5, 88–89, 132–35, 182, 226 DSL, 92 Dunlop, 13 E Earthlink.net, 126 eBay.com, 5, 59, 71, 213 E-commerce, 25 Editorial calendars, 286–88 efloralz.com, 131 Ellison, Larry, 280 eMarketer.com, 125–27 Emotional bond, 11 Empowered audiences, 122–35, 137 building relationships: offering additional information, offering, 125–26 using customization, 127–30 using incentive programs, 129–32 using personalization, 126–27 makings of, 123–25 Eno, Jennifer, 94 Eppraisals.com, 199 Ernst & Young, 233 eService Functionality Study (Gartner Group), 230 ESPN.com, 61 Ethics, 206–21 cookies, 210–11 cyberbrand’s road to, 215 defamation, 212 defined, 213 e-code of health, 213–14 fraud, 210, 212–13 industries developing, 213–15 and the Internet, 208–9 past broadcast ethics, 207 privacy, 210–13 Etour.com, 139–40 eToys.com, 31, 226–27 E-Trade, 66 eWatch, 288 Excite@home, 183 F Fast downloads, importance of, 88, 92–93, 95 Federal Express, 11 Federal Trade Commission (FTC) Privacy Initiatives, 208–9 Federated Department Stores, 117 Filo, David, 64 501 jeans, 10 Flash files, 204–5 FloNetwork, 141, 143
CYBERBRANDING Index 347 Flooz.com, 150 Focus groups, 171, 176–77 FogDog, 253 Ford Motor Company, 8, 144 Forrester Research, 171 Four “p’s” theory, 47 Fraud, 210, 212–13 Fruitman, David, 216 G Galloway, Michael A., 119 Gap, 11 Gartner Group, 171, 230 Gateway Computers, 233 Gear.com, 5 Gehman, Joel, 246 General Mills public relations campaign, 309 General Motors, 79, 225–26 GeoCities, 25 Giftcertificates.com, 150 Global brands, 11–13 and cultural issues, 12–13 ingredients for, 14–15 Global Online Telephone, Instant Call, 158 Godfrey, Lawrence, 212 Goldberg, Whoopi, 150 GoTo.com, 72, 125 Graham, Jeffrey, 174 Grayrun Group, 299 Greenfield Online, 185–86 Gregory, James, 15 Gucci, 13 Guess jeans, 236 Gutenberg, Johann, 273 H Half.com, 27 Hearon, David R. Jr., 119–20 Heinz brand, 7–8 Heinz, H. J., 8 Heller, Sabine, 277 Henderson, Florence, 150 Hewlett-Packard Web site, 91 Hindman, Leslie, 199 Historical brand promise, 6–8 Hits, 78 Holland, Anne, 67–69 Hollywood.com, 241 Home Depot Web site, 117 Homegrown research vs. online research, 181–82 Hotbot, 125 Hotmail.com, 126, 138 Hotwire.com, 224 HTML, 203, 205 HudsonValleyHelpWanted.com, 35 I IBM, 79, 144 and cyberbranding, 162–65 IDcide, Inc., 201–2 goal of, 201–2 Privacy Companion, 201 Imported, use of term, 13 Inatome, Rick, 211 Incentive programs, 129–32 Industries, and the Internet, 28–31 Industry Standard, 126 Information, 47 up-to-date information, provision of, 91–92, 95 Information overkill, 95 Instant Call, Global Online Telephone, 158 Instinct, 47 Interactivity, 33, 47 Internal/external dimensions of brand, 46, 48–49 International naming, 13 Internet, 15–16 and advertising budgets, 26–27 applets, 204 ASP, 204 branding, 23–24 Cold Fusion, 204 and company commitment, 23–24 differentiating factors, 57–58 e-commerce, 25 and ethics, 208–9 Flash files, 204–5 HTML, 203, 205 and industries, 28–31 JavaScript, 203 language behind, 202–5 making transition to, 18–35 most commonly purchased items/requests for information, 25 most frequently visited Web sites, 25
348 CYBERBRANDING Index Internet, (cont.) and “out of the box” thinking, 32 persuasion on, 148–66 PHP, 204 as piece of branding strategy, 27–28 and public relations, 278–81 rollovers, 203 as trusted unformation source, 55 use of, as privilege, 215 vast nature/scope of, 32 VBScript, 203 Internet Activities Board (IAB), 208 Internet Movie Database, 5 InterSurvey.com, 183–84 Inthegardenstate.com, 78 ISDN, 92 iVillage.com, 88, 94, 241 Ivory, 7–8 iWin.com, 241 iWon.com, 88, 91–92 J Jack O’Dwyer’s Newsletter, 289 Jaguar, 8 JavaScript, 203 J. C. Penney, 10, 155 Jobs.com, 266–68 banner ads: benefits of, 266–67 power of, 266 tying marketing strategies into, 267–68 challenges, 268 successes, 268 Jupiter Communications, 171, 230, 235 K KBkids.com, 226–28 Keyword search, 72, 77–78 killer Web sites., 81–82 Kiosks, 5 Kmart, 117 Knowledge-based public relations, 289 Kopichi, Allison, 116 Kotter, John P., 113–16 Kozyhome.com, 181–83 L Landsend.com, 128–29, 131 Law of Borders, 13 Lawyers Homepage Network, 28, 30–31 Leading Change (Kotter), 113–15 Legal industry, and the Internet, 31 Lending Tree Brand Network, 249 Lerner, John, 100 Lerner, Sandra, 112 Letstalk.com, 260 Levinson, Conrad, 260 Levi Strauss, 11 Levy, Christopher, 118 Li, Hairong, 178–79 Lighthouse International, 21 Livebid.com, 5 Lobster Net, 253 Loren, Sophia, 150 Lueker, Tom, 189–91 Lycos, 125 search engine, 72 Lyons Swallow Sidecar Company, 8 M McCall, Lyn, 263 McDonald’s, 10 McGarry, Judith, 132–35, 226 Macy’s, 30–31 MamaMedia.com, 211–12 MarketingSherpa.com, 67 Marketing Speak, 156 Mass marketing, 31–32 Mass-market media, 78 Media (Bacon), 285–86 Media guides, 285–86 prices for, 286 MediaMap.com, 289 MediaNews (Jim Romenesko), 295–96 Mellado, Catherine, 202 Mercury Theatre, 207 Metatags, 77–78, 83 Microsoft, 11, 65 and JavaBeans, 65 Miracle on 34th Street, 125 Miranda, William C., 83–85 Montrachet, 13 MSN.com, 5, 24, 25, 79, 91 Hotmail, 126 search engine, 72 Multimedia tasking, 258 Musur, Krista, 96–99 N Nabiscoworld.com, 173 Narrowcasting, 78
CYBERBRANDING Index 349 National Public Radio (NPR), 61 Navigation, 88, 89, 95 NBC, 65 NBC Internet, 24 NeaTSuite (Trend Micro), 229 NEC, 25 NetAcumen, 199 Net Grocer, 30 Network Advertising Initiative (NAI), 214 Newsletters, PR, 289 New York Times on the Web, 91 Nickjr.com, 88, 94 Nielsen NetRatings, 171, 233 Nike iD, 128 NJ.com, 24, 78 Nokia.com, 157 Nordstrom, 183 Northjersey.com, 72, 80 Norton AntiVirus 5.0 (Symantec), 229 Novo, 174 O O’Neal, Shaquille, 150 O’Neill, Dave, 266–68 One Pass program, Continental Airlines, 129 Online advertising, 172–73 Online audiences, 33 sensitivity to, 143–44 OnlineBoardwalk.com, 173–74 Online brands: consumer purchasing, growth of, 24 and consumers, 62–63 Online directories, 285–86 Online and offline marketing, use of, 77–78, 83 Online research, 180–91 and academia, 178–79 homegrown research vs., 181–82 when to use, 181–83 Opinion Research Corporation International, 20 Opt-in e-mail programs, 141–43 communication of cyberbrand message, 142 permission, 142 personalization, 142–43 tracking results, 143 unsubscribe links, 142 Out-of-the-box cyberbrands, 261–63 Overkill, information, 95 P Paap, George, 177 Palm Computing, 63–64 Pampers (P&G) Web site, 39 Peapod, 30 Pemberton, John Styth, 7 Penetration, 47 Pepsi-Cola, 66, 236 as global brand, 12 Permission, 33, 47 opt-in e-mail programs, 142 Personalization, 47, 126–27 opt-in e-mail programs, 142–43 Personal messages, 62–63 Personality of a b4rand, 11 Personify, 199 Persuasion, 148–66 convergence of high technology and celebrity culture, 152–53 defined, 151 in infancy stage, 150–52 invasion compared to, 155–56 levels of acceptance of, 156–58 tactics, 149 and technology, 154–55 Phoenix Brand Strategies, 47, 49 PHP, 204 Planetall.com, 5 Platform for Privacy Preferences (P3P), 144 PNC Bank, 156–57 Priceline.com, 30, 150–51, 153, 224 Privacy: issues, 210–13 law, 214 Q&A, 216–19 Privacy Leadership Initiative, 144 PR newsletters, 289 PR News Wire, 290 Professional tracking software, issues/opportunities with, 199–200 Profitability, 47 Promise, 16–17, 59 PR Relationship-Building Test, 293–94
350 CYBERBRANDING Index Public relations, 251, 270–81 accountability, 307–8 Atlantis Group, Inc. case study, 314–17 best practices, 304–17 campaigns, 308–12 DeskDemon.com, 311–12 General Mills, 309 Venastat Great American Cross-Out, 310–11 cyber PR, benefit of, 272 cybertools, 282–91 editorial calendars, 286–88 fluff, signs of, 305 hints for success, 312–13 inappropriate pitches, 275–77 interactive information, 274–75 and Internet technology, 278–81 knowledge-based, 289 media guides, 285–86 newletters, 289 online directories, 287–88 outdated resources: retiring, 283–84 updating, 284–85 of the past, 271 compared to PR of today, 274 practicing the basics, 277–78 proven techniques, 273–74 and technology, 298 Public Relations Society of America (PRSA), 291 Q Quadstone, 199–200 Quaker Oats, 7–8 Questionnaires, 174–76 Quick downloads, importance of, 88, 92–93, 95 R radioshack.com, 89–90 Random digital dialing (RDD), 179, 183–84 Redford, Robert, 157 Red Herring, 126 Reel.com, 249 Reflect.com, 261 RegionalHelpWanted.com, 35 Regional sites, 79–80 Relationship-building basics, 292–303 learning, 297–300 PR Relationship-Building Test, 293–94 whackaflack.com, 294–95 Research, 12, 299 benefits to brand and consumer, 185–86 benefits of, 170 and the branding campaign, 196–97 combining traditional and online, 183–84 homegrown vs. online, 181–82 methods, 173 middle ground, finding, 188–89 online, 180–91 and academia, 178–79 pioneers of, 185–87 traditional, and the cyberbrand, 171–74 Research aids, 168–79 focus groups, 171, 176–77 as keys to customer relationship managemet, 177 market research, value of, 169–71 questionnaires, 174–76 Retail industry, and the Internet, 30–31 Rippen, Helga E., 214 Rizzo, David, 31 Roberts, Ann, 312 Rolex, 10 Rollovers, 203 Romenesko, Jim, 295–96 Roth, Adam, 140 Rushed vision, avoiding, 110–13 S Saab Cars USA, 52–53 Safesense.com, 262–63 Sales, Soupy, 207 Salon.com, 110 Search engine, moving beyond, 137 Search engine keyword search, 72, 77–78 Seitel, Fraser, 278–81 Sensitivity to online audiences, 143–44 Service, 230–31 Shatner, William, 30, 150–51, 153 Sherwin, Greg, 123
CYBERBRANDING Index 351 Simple cyberlessons, 82–83 SimplyQuick.com, 209 Sloane, Sharon, 263–65 Sodeoka, Yoshi, 93 Sony.com, 89 Sony Online, 25 Stein, Len, 298 Sterling Group, 14 Straus, Eric, 28, 34–35 Straus Media Group, 28, 34–35 Strauss, Levi, 7 Supermarket industry, and the Internet, 30 SurfWearHawaii.com, 159–61 T Talent drought, 115 Target audience, making Web site appropriate for, 82 Targeted communication, 80 Target stores, 66 Technology: and cyberbranding, 70–85 and future, 6 and persuasion, 154–55 and public relations, 298 Test Your Brand Knowledge (quiz), 9 Theglobe.com, 112 Three “i” theory, 47 Tiffany, 10 Timeless brands, 9–10 Time Warner Online, 24 Tommy.com (Tommy Hilfiger Web site), 72, 81–82, 236 Touch points, 62 Toysmart.com, 212 Toysrus.com, 21, 59, 224–25 Tracking measurements, understanding, 197–99 tracking software, capabilities of, 201 Traditional brand: benefits of having, 59–61 convergence of cyberbrand and, 65 Traffic, 254–69 out-of-the-box cyberbrands, 261–63 reaching the consumer, 255 traditional cyberattention, 260–61 using offline marketing strategies to increase, 257–58 Trappolotto.com, 155 Treeloot.com, 154 Truth.com, 262 “Turning Your Brand into a Cyber Brand” workshop, 24 Tuteur, Rick, 159–61 Two-way communication, 33, 57 U Uniman, Alice, 47, 49 United Parcel Service (UPS), 117, 262 University of Florida’s Web site, 79–80 Uproar.com, 81, 173 V VBScript, 203 VEILS (Virtual Experience Interactive Learning Software), 264 Venastat Great American Cross-Out, 310–11 Verizon, 151, 157 Viral marketing, 138–40 Vividence.com, 182–83 Voxxy.com, 153–54 VRRoom, 176 Vstore.com, 252–53 W Wall Street, and branding, 15 Watson, Todd, 162–65 Webcaster.com, 111–12 [email protected], 289 Web site design, 86–105 basics of, 95 company image/audience appeal, 93–94 content, 94–95 ease-of-use principle, 88–91 factors to consider about, 88 fast download, importance of, 88, 92–93, 95 role of, 87–88 up-to-date information, provision of, 91–92, 95 WebSurveyor, 189–90 challenge, 189 goal of, 190–91 interview, 189–91 solution, 189–90 Web tracking analysis, 192–205 analysis paralysis, 195–96 clickstream data, 195
352 CYBERBRANDING Index Web tracking analysis, (cont.) professional tracking software, issues/opportunities with, 199–200 surveillance phases, 193 System, The, 193–95 trackers, turning tables on, 200–202 tracking measurements, understanding, 197–99 tracking software, capabilities of, 201 WebTrends, 199–200 Welles, Orson, 207 Well-executed design, visual basics of, 83–85 Werth, Ted, 94 whackaflack.com, 294–95 WILL Interactive, Inc., 263–65 Wireless Internet communication, 6 Women.com, 88, 94 Woods, Tiger, 153 World Wide Web (WWW), 6, 16 as communicatin channel, 208 using reach of, 64 www.affiliatetracking software.com, 249 www.cybertrakker.com, 249 www.edcals.com, 287 www.groundbreak.com, 249 www.myaffiliateprogram.com, 249 www.pfsmarketwyse.com/ greatsites.html, 84 www.poynter.org/medianews, 295–96 www.theaffiliateprogram. com, 249 www.ufl.edu, 79–80 Y Yahoo!, 4, 24, 25, 56, 59, 63–64, 66, 71, 88 download speed, 92–93 search engine, 72 Yahoo! Internet Life magazine, 4, 69 Yang, Jerry, 64 Younology.com, 201 Youpowered’s SmartSense Consumer Trust, 201 Z Zapme, 211 ZDNet.com, 11, 130 ZDTV.com, 275–77 Zolnierzak, Dennis, 16–17 Zook, David, 196–97