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Internet Advertising & Promotional Communication. Integrated Marketing Communication (IMC). Featuring in class 2 & 3…. Integrated Marketing Communication Definitions Problems & Challenges Marketing Communication Elements Public Relations Sales Promotions Direct Marketing.

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Internet Advertising & Promotional Communication

Integrated Marketing Communication (IMC)

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Featuring in class 2 & 3…...

  • Integrated Marketing Communication

    • Definitions

    • Problems & Challenges

  • Marketing Communication Elements

    • Public Relations

    • Sales Promotions

    • Direct Marketing

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IMC: Definitions vary

  • all of the marketing communication elements should be integrated so as to maximize the overall output, sales or profits?

    • MC elements?:

  • use of two or more MC elements?

  • use of multiple media to advertise a brand with an underlying theme or selling proposition?

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IMC: Definitions

  • Interactive IMC: “integration of three or more MC elements with a common underlying theme or goal in two or more Internet platforms

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IMC: Problems & Challenges

  • Lack of agreed, workable definitions of IMC

  • I____________

  • M___________

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Marketing Communication Elements

  • Advertising

  • Public Relations

  • Sales Promotion

  • Direct Marketing

  • Personal Selling

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Public Relations

  • a marketing and management function that focuses on communications that ______________ between a firm and its constituencies

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What PR can achieve

  • Build goodwill or favorable corporate i______

  • P_______ products or services

  • Facilitate i_______ communication

  • Function as damage control and fight negative publicity or manage crisis situations

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Internet PR: advantages, opportunities, & challenges

  • C______, t______ and efforts savings

  • I________, real-time communication

    • efficient internal and external corporate communication, targeting and personalization of messages

    • frequent, quick, efficient communication via email, discussion forums, chats

  • Supports for p_______ PR and ________

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Internet PR: advantages, opportunities, & challenges

  • Directly measurable effects

    • accountability

  • Unlimited amount of i_______

    • opportunity as well as challenge: How?

  • Quick and easy d_______ of information and even false and hazardous rumors about your firm

    • need for constant monitoring

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Internet PR tools

  • News release archives & online library (in corporate sites

    • Need for publicizing the feature

    • Integration with email, sales promotion items & banner or link exchange is a good idea

  • Announcement

    • Beware of “netiquette” when using _

  • Newsletters

    • IMC opportunities for soliciting subscription via _

  • Public appearance

    • How? Examples?

  • Event sponsorship

    • May be tied with sales promotion

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Internet PR examples

Note: examples are subject to expiration any time and may no longer be available

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Sales Promotion

  • short-term promotional activities or incentives designed to generate ___________________

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Traditional sales promotion tools

  • Consumer sales promotion

    • e.g., coupons/discounts, rebates, refunds, premiums, sweepstakes, contests, free samples, loyalty program, etc.

  • Trade promotion

    • e.g., Point-of-Purchase (POP) displays, co-op advertising, cash or merchandising allowance, slotting fees, discounts, contest, trade shows

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What sales promotion can achieve

  • Cause a rapid increase in s_____ activity and volume

  • Attract new buyers to t______ purchases

  • Defend an established brand against new competition

  • Reward l_____ consumers as they continue to use the product

  • Provide retailers with additional marketing support

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Challenges of sales promo

  • Marketers and retailers can become _____________ sales promotion

  • Matching competitors’ sales promotion can lead to a sales promotion _____ -- no win situation for all involved

  • Extensive sales promotion can damage __________

  • Problems of sales promotion abuse (e.g., ___________


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Internet sales promotion tools

  • Online coupons, sweepstakes, premium

    • to be discussed in lecture

  • Free samples, loyalty programs, online contests and games, and others

    • See ZA text and explore more and current examples by doing EX. 3.

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Internet Coupons

  • A form of discounts or price-offs

  • An electronic, printable form that can be used to discount the price of items or services offered by a company

  • Problem of fraudulent claims

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What Internet coupons can achieve

  • Drive t______ to retail stores

  • Motivate to b____ more and early

  • Increase favorable response

    • due to the ability to _______ by geographic location, interests, taste and previous behavior with other coupons.

  • Minimize waste in delivery

  • Save c______ & t_____

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How to use Internet coupons

  • Understand the threats of encouraging customers to reject b______ l________ for price consideration

  • Breaking through coupon c_______ is critical

  • Study what kinds are available and effective

    • online coupon companies can help – e.g., E-centives, CoolSavings, and Val-Pak) – explore the local companies doing this

  • Assess your c_________’ use of coupons

  • T_______ and c________ the offer

  • Create synergy by i___________ with other MC efforts

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Examples of Internet coupons/price-off

  • Pizza hut ( – “build your own coupons”, “find coupons in your area”— can search coupons redeemable in their local area

  • GAP ( – “get 15% off $75 in stores & online when you join our mailing list”

  • Can you find a good example of online coupons or discounts in your area? Any case of IMC involving coupons or discounts?

Note: examples are subject to expiration any time and may no longer be available

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Online Sweepstakes

  • a promotion in which prize or prizes are given to the winners who are determined on the basis of chance alone

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What online sweepstakes/contests can achieve

  • Create a_________, excitement and consumer i_____________

  • Enhance brand i_______, if used properly

  • Gain retail support

  • Build consumer d________

  • Produce immediate s________  

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How to use online sweepstakes

  • Understand the challenge of offering the right p_____ to attract the target

  • Test to see what works for the target

  • Create synergy by i____________ with direct marketing, PR, or advertising

  • Establish a strong t____ between the sweepstakes and the brand

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Examples of online sweepstakes

  • McDonald’s ( – “IT’S Winning Time”

  • Coca Cola ( – “Watch & Win”

  • Can you find an example of online sweepstakes? A case of IMC involving sweepstakes in your area?

Note: examples are subject to expiration any time and may no longer be available

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  • an item, other than the product itself, given to purchasers of a product as an incentive to buy

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What online premium can achieve

  • encourage customers to make an immediate purchase

  • build t________ to the store or the website

  • build a customer d________

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How to use online premium

  • Integration with advertising and other MC efforts is effective

  • Targeting the o______ is critical

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Examples of online premium

  • AT&T ( – “GET A GREAT DEAL when you buy online. Get a FREE Nokia 3360 when you order new service online starting at just $19.99 a month”

  • Levi’s ( – “Try new Type1 jeans on at Levi’s retail store, and get a FREE CD”

  • Can you find an example of online premium? A case of IMC involving online premium in your area?

Note: examples are subject to expiration any time and may no longer be available

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Direct Marketing

  • “a form of marketing that occurs directly between the marketer and the consumer and that includes activities designed to generate direct sales or any actions short of sales”

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Internet direct marketing: advantages, opportunities, and challenges

  • Cost effectiveness

    • ___________ cheaper than traditional direct mail marketing

  • Time / c___________

    • business anywhere, any time.

  • Ease and power of __________________________________________

  • Gl_____ market coverage

  • D______ building & relationship marketing potential

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What Internet direct marketing can achieve

  • Sales (_____________)

  • Sales leads (_____________)

  • Traffic (___________________ at a place of business for purchase)

  • A database of customers (completed _______________________________)

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Internet Direct Marketing : Direct Email

  • Direct marketing can be implemented in different ways -- ___________________

  • Email is the most frequently used platform for internet direct marketing

  • More and better creative options are now available

  • Obtaining ________________________ is key

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How to use direct email marketing:Using in-house lists

  • Appropriate for frequent e-mailers, due to ownership of the list, long-term cost savings & control

  • May start with current customer list

  • Build the list via registration on one’s site, subscription to newsletters, email solicitation

  • Offer incentives to increase response

  • Maintain updated list -- cost for upkeep

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How to use direct email marketing:Renting lists form brokers

  • ___________________

  • Numerous list categories available

  • Example of list brokers Acxiom DirectMedia ( ) MatchLogic ( NetCreations ( )

  • Price ranging from less than $100 per thousand names to more than $1,000 – the more ________________________________________ the list, the higher the price

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How to use direct email marketing:Making sure the list to use is o__ - __

  • Opt-in (with permission): everyone in the list has a______ that they want to receive email solicitations

  • Avoid any list put together by software that surf the web looking for new email addresses

  • Check the r_________ of the list broker

  • Check list broker reference (talk to its clients)

  • T_____ the list in a small scale emailing first before emailing the entire list.

  • Read the Zeff and Aronson book for more insights, tips, and examples concerning the effective use direct email or direct advertising