Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Sarah kayyem promotion chapter presentation_ mcm 354


Published on

  • Be the first to comment

  • Be the first to like this

Sarah kayyem promotion chapter presentation_ mcm 354

  1. 1. Promotion in the Internet Marketing Mix<br />Sarah Kayyem<br />Reham El-Didi<br />LujeinRamiz<br />
  2. 2. What is Promotion?<br />Promotion is one of the 4Ps of the marketing mix variable of which includes planned, persuasive, targeted, and goal-driven marketing communication<br />
  3. 3. Promotion Delivery Channels<br />PDC are basically pipelines for delivering marketing promotions to target audiences.<br />PDC is present if different medias:<br />Face-to-face personal selling<br />Electronic mass media (TV … etc.)<br />Print media (magazines …etc.)<br />Outdoor media (billboards)<br />Direct media (advertising, mail)<br />
  4. 4. Online/ Offline promotion activities<br />Some of the PDC are used online in electronic form<br />Other channels link offline and online settings; like that of the Taxi Media<br />Taxi media is a web server that displays ads from taxi top electronic billboards; in which the displays are extremely eye-catching. <br />They represent:<br />Integration of wireless internet<br />GPS<br />video<br />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)<br />
  5. 5.
  6. 6.
  7. 7. Companies use the internet to create Buzz<br />Companies usually display their products, services, and promotional activities online to create a buzz; which, in turn, encourages the word-of-mouth communications.<br />Yahoo buzz<br />Google Zeitgeist<br />Note to that, BUZZ can also be dangerous if it is negative or misinterpreted.<br />
  8. 8.
  9. 9.
  10. 10. Know the culture you’re releasing your promotions in …<br />Identifying what is hot in a culture would actually help others decide what:<br />Movies to watch<br />Series to purchase<br />TV channels/programs to watch.<br />
  11. 11. Promotion Targets…<br />What are the two characteristics that define a target market?<br />
  12. 12. Promotion Targets…<br />Want/Need for the product<br />They are to buy the product<br />
  13. 13. The Double Edge sword of Promotion<br />
  14. 14. So what should marketers do?…<br />Define the market offer:-<br />Broadly<br />Narrowly (niche)<br />
  15. 15. Another Way…<br />Target the Mass Undifferentiated market<br />
  16. 16. Commercial Enterprises<br />B2B Marketing<br />Intranets<br />Extranet<br />
  17. 17. Promotion Directs Behavior<br />Hierarchy of Effects Model<br />
  18. 18. Hierarchy of effects Model<br />
  19. 19. Emotional Products<br />Low involvement Emotions<br />