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Sarah kayyem promotion chapter presentation_ mcm 354

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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 />
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  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 http://buzz.yahoo.com<br />Google Zeitgeist www.google.com/press/zeitgeist.html<br />Note to that, BUZZ can also be dangerous if it is negative or misinterpreted.<br />
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  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 />

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