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Promotion Mix Chapter 12 Chapter Twelve
 

Promotion Mix Chapter 12 Chapter Twelve

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    Promotion Mix Chapter 12 Chapter Twelve Promotion Mix Chapter 12 Chapter Twelve Presentation Transcript

    • Promotion Mix Chapter 12
    • Chapter Twelve Learning Objectives
      • The fundamentals of promotion
      • Issues related to online promotion
      • The role of online advertising and paid search
      • Online sales promotions and email marketing
    • Kraft Candystand
      • Advergaming promotes products, builds brands, entertains, and provides unique total brand experience
      • Custom-designed games for the Internet
      • Often part of integrated marketing communication (IMC) strategy with offline elements
      • Visit Candystand and evaluate promotion value of the games
    • The Fundamentals of Promotion
      • Computer crashes
      • Slow downloads
      • DSL goes down
      • Deletions
      • Multitasking
      • Viewer leaves computer
      The Marketing Communication Process Channel Feedback Noise Can Occur Anywhere Sender >> Message Receiver
    • Internet Promotions
      • Potential for being one-to-one in real time
      • Pull and push characteristics
      • Offline promotions drive traffic online
      • Online and offline used to remind
      • Other points of contact also promote
    • Internet Promotions
      • Goals
      • Build awareness
      • Brand and rebrand
      • Position and reposition
      • Increase traffic
      • Sell products
      • Remind
      • Entertain
    • Promotion Mix
      • Integrated Marketing Communication (IMC)
      • Example: MilkPEP.org
      • Campaign uses more than one promotion tool
      • Planned
      • Coordinated
      • Integrated
      • Budgeted
      • One look, one voice, one feel
      • Goal: synergy = sum greater than parts
    • Examples
      • Promotion Type
      • CNN Website: How many..?
        • Paid Ads
        • In-house Ads
        • Sponsorships
        • Personal Selling
        • Sales Promotion
        • Email opt-in
      • Goals
        • Adcouncil
      PSA Email opt-in Partner Ads Sponsorships Advertisements/In-house Advertisements /Paid   CNN Website Promotion Type
    • Promotion Delivery Channels
      • Example: Vert Inc. ; VIDs ; Video
      • Online: pushed to viewer
        • Offline: using traditional promotion channels
      • Oneline linking online and offline
        • Internet advertisements in elevators, taxi cabs, other forms
      • Create buzz (positive word-of-mouth)
        • Yahoo Buzz Index
    • Promotion Fundamentals
      • Promotion directs behavior
        • Not always in manner intended
        • Can raise awareness significantly
        • Increase interest and purchase intention
      • Promotion should be planned
        • By in-house marketer(s)
        • By consultants
        • Working together
    • Promotion Issues
      • Consumers exert control
        • Ignore or close promotion windows
        • Opt-out of receiving promotions
        • Purge cookie file
        • Ad-cutting software
            • Installing ad-blocking software like AdSubtract.com or WebWasher.com is another.
      • Aggressive tactics can be counterproductive
        • Spawning pop-ups, pop-unders, pop-behinds
        • Streaming audio
        • Trapping
    • Promotion Issues (cont’d)
      • Clutter
        • Focused promotions help cut through clutter
        • Web clutter makes driving traffic to sites more difficult
        • Email clutter and spam
      • The Direct Marketing Association (DMA) provides links to state “ Do Not Call ” telemarketing lists.
        • It also has an email opt-out form
        • Individual company opt-out form: RealNetworks ; Daily Diabetic Recipe List
      • The FTC publishes a free brochure, Unsolicited Mail, Telemarketing and Email: Where to Go to "Just Say No," that provides information on how you can cut down on the number of unsolicited mailings, calls and emails you receive by learning where to go to "just say no."
    • Promotion Issues (cont’d)
      • Search engine promotions
        • How ethical are bid search engines?
        • Should visitors be informed about bid search placements?
      • Metatags can increase chance of top listing
      • Online promotions criticisms
          • Highly visible, intrusive
          • Blocks access to websites
          • Slows download times; Crashes computers
          • Targets children, other vulnerable groups
          • Adware and malware can steal information, highjack computer
    • Advertising to Kids
      • Yahooligans
      • Disney’s Kid Island
      • Kellogg’s
      • Lifesaver’s Candyland
    • Online Advertising Applications
      • Banner ads still most commonly used
      • Other forms: sponsorships, rich media, minimovies (cybermovies), yellow pages, classifieds, webcast ads
      • Disputes over metrics continue
        • Standardization beginning to have an effect
        • Discredited: hits, eyeballs, and other poorly measured metrics
    • Online Advertising
      • Minimovies and Webisodes
        • Minimovies example: BMWFilms Series; Firefox
        • Webisodes: Apple ; Webisodes Online Entertainment ; Yahoo! Webisode Directory ; Terminix’s Bug’s Eye View .
      • Blogads
        • While the vast majority of blogs don’t have the readership to develop highly profitable revenue streams, others like the Drudge Report pull in an estimated US $1 million annually.
        • Blogads : this company sells adspace on over 750 different blogs.
      • Paid search
        • Nielsen Net Ratings has a search engine ranking that identifies the top engines.
    • Online Advertising and Paid Search
      • Ad stats indicate
        • Greater acceptance of online advertising
          • Online Ad Revenues Up!
        • More advertisers switching more advertising dollars online
        • Continued heavy advertising of consumer brands
        • More rich media ads
      • Formats
        • Variety of formats
          • Banner ads, sponsorships, interstitials, minimovies and Webisodes, classifieds, sponsored links, local search, reciprocal links, etc.
      • Rates vary
        • Why pay for ads that don’t work?
    • Movie Industry & Online Promotions
      • Save Harry
      • Fandango
    • Sales Promotions
      • Sales promotions, particularly online coupons , popularity growing
        • Major offline coupon distributors also online
        • Rising incidence of online coupon fraud
          • Discount Code Fraud
        • Large supermarket chains often offer own coupons online
        • Online Rebates are very popular
          • Riteaid
    • Permission Marketing
      • Email marketing
        • Permission is preferred
        • Spam growing problem
      • Permission email marketing
        • Can be short-term
        • Longer term strategy is more desirable
        • Some states and EU moving against unsolicited email (spam)
      • Opt-in versus opt-out
      • Marketers should adopt longer term strategy with email = avoid spam
      • Advantages of email marketing
      • U.S. Can-Spam Law, many states and EU moving against unsolicited email (spam)