Promotion 2: the internet as a promotional medium Week 8 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.

1. MKTG7037 / MKTG2032 E-marketing Week 6

2. Course Structure Chapter 15 International marketing 21 May 12 Chapter 14 Relationship marketing 28 May 13 Chapter 13 Services marketing online 14 May 11 Chapter 12 Distribution 7 May 10 Chapter 11 Pricing strategies 30 April 9 Chapter 10 Promotion 2: the internet as a promotional medium 23 April 8 Chapter 9 Promotion: the internet in the promotional mix 2 April 7 Chapter 8 The role of product in internet marketing 26 March 6 Chapter 7 The internet in marketing strategy 19 March* 5 Chapter 6 Applications for business and non-business 12 March 4 Chapter 5 Creating cybercommunities 5 March 3 Chapter 4 Consumer behaviour 26 February 2 Chapter 3 Unique features of internet-based marketing 19 February 1 Topic(s)/Task(s) Week beginning Week No

6. The internet as a promotional medium

17. Making the Net accessible (contd)

18. Making the Net accessible (contd) Source: Lilly, E. 200,‘ Creating accessible web sites: An introduction’, The Electronic Library , vol. 19, no. 6, pp. 397–404.

23. Construction styles: Do they fit? Journals and blogs Customer service centres Freeway intersections Gift shops Clubs Town halls Exclusive sponsorships Archives Entertainment parks Blogs Web 2.0

26. Does it fit? Blog pages Retail sales pages Public service pages Political pages Index pages Direct response pages Corporate pages Comparative pages Brand image pages Advocacy pages Blogs Web 2.0

27. Planning the web site Source : McNaughton, R. B. 200, ‘A typology of web site objectives in high technology business markets’, Marketing Intelligence & Planning , vol. 19, no. 2, p. 86.