sarah kayyem promotion chapter presentation_ mcm 354
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Promotion in the Internet Marketing
Mix
Sarah KayyemReham El-DidiLujein Ramiz
What is Promotion?Promotion is one of the 4Ps of the
marketing mix variable of which includes planned, persuasive, targeted, and goal-driven marketing communication
Promotion Delivery ChannelsPDC are basically pipelines for
delivering marketing promotions to target audiences.
PDC is present if different medias:◦Face-to-face personal selling◦Electronic mass media (TV … etc.)◦Print media (magazines …etc.)◦Outdoor media (billboards)◦Direct media (advertising, mail)
Online/ Offline promotion activitiesSome of the PDC are used online in electronic formOther channels link offline and online settings; like
that of the Taxi MediaTaxi media is a web server that displays ads from
taxi top electronic billboards; in which the displays are extremely eye-catching.
They represent:◦ Integration of wireless internet◦ GPS◦ video
Note to that: the advertising message displayed on the taxi changes as the taxi moves from one place to another; relating to itself to the market it ought to be in (whether it was near a medical center)
Companies use the internet to create Buzz
Companies usually display their products, services, and promotional activities online to create a buzz; which, in turn, encourages the word-of-mouth communications.
Yahoo buzz http://buzz.yahoo.comGoogle Zeitgeist
www.google.com/press/zeitgeist.htmlNote to that, BUZZ can also be
dangerous if it is negative or misinterpreted.
Know the culture you’re releasing your promotions in …
Identifying what is hot in a culture would actually help others decide what:◦Movies to watch◦Series to purchase◦TV channels/programs to watch.
Promotion Targets…
What are the two characteristics that define a target market?
Promotion Targets…
Want/Need for the productThey are to buy the product
The Double Edge sword of Promotion
Hostile Audience
Promotional Waste
So what should marketers do?…
Define the market offer:-◦Broadly◦Narrowly (niche)
Another Way…Target the Mass Undifferentiated
market
Commercial Enterprises
B2B MarketingIntranetsExtranet
Promotion Directs Behavior
Hierarchy of Effects Model
Hierarchy of effects ModelAware
Knowledge
Preference
Conviction
Behavioral Intention
Purchase
Repurchase
Emotional ProductsLow involvement
Emotions