Sarah kayyem promotion chapter presentation_ mcm 354
1. Promotion in the Internet Marketing Mix Sarah Kayyem Reham El-Didi LujeinRamiz
2. 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
3. Promotion Delivery Channels PDC 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)
4. Online/ Offline promotion activities Some of the PDC are used online in electronic form Other channels link offline and online settings; like that of the Taxi Media Taxi 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)
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7. 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.com Google Zeitgeist www.google.com/press/zeitgeist.html Note to that, BUZZ can also be dangerous if it is negative or misinterpreted.
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10. 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.
In the past, promotional activities was delivered through PDC ….
Global positioning system technology
Whereby consumers will communicate within themselves concerning the productYahoo buzz measures search behaviors or online buzz on its buzz index- buzz log, identifying buzz movers and leaders of the moment on yahooGoogle Zeitgeist measures the general direction of users’ current interests in the US and the major foreign markets Google serves.
