Sarah kayyem promotion chapter presentation_ mcm 354
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Transcript of Sarah kayyem promotion chapter presentation_ mcm 354
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Promotion in the Internet Marketing
Mix
Sarah KayyemReham El-DidiLujein Ramiz
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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
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Promotion Delivery ChannelsPDC 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)
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Online/ Offline promotion activitiesSome of the PDC are used online in electronic formOther channels link offline and online settings; like
that of the Taxi MediaTaxi 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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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.comGoogle Zeitgeist
www.google.com/press/zeitgeist.htmlNote to that, BUZZ can also be
dangerous if it is negative or misinterpreted.
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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.
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Promotion Targets…
What are the two characteristics that define a target market?
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Promotion Targets…
Want/Need for the productThey are to buy the product
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The Double Edge sword of Promotion
Hostile Audience
Promotional Waste
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So what should marketers do?…
Define the market offer:-◦Broadly◦Narrowly (niche)
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Another Way…Target the Mass Undifferentiated
market
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Commercial Enterprises
B2B MarketingIntranetsExtranet
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Promotion Directs Behavior
Hierarchy of Effects Model
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Hierarchy of effects ModelAware
Knowledge
Preference
Conviction
Behavioral Intention
Purchase
Repurchase
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Emotional ProductsLow involvement
Emotions
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