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)

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.

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.

11. Promotion Targets… What are the two characteristics that define a target market?

12. Promotion Targets… Want/Need for the product They are to buy the product

13. The Double Edge sword of Promotion

14. So what should marketers do?… Define the market offer:- Broadly Narrowly (niche)

15. Another Way… Target the Mass Undifferentiated market

16. Commercial Enterprises B2B Marketing Intranets Extranet

17. Promotion Directs Behavior Hierarchy of Effects Model

18. Hierarchy of effects Model

19. Emotional Products Low involvement Emotions