Professional Documents
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IMC
IMC ,
Internet
Receivers
Users
Sponsors
Internet
Shoppers
e-Commerce Merchants
Customers
Internet Advertising
Sponsorship
Ownership of an entire site or page
Banner Ads
A portion of another owners page
Pop-Ups
Small windows that appear automatically
Interstitial
Ads appearing while waiting for a page to load
Links
Hypertext links to other sites, pages or locations
Distribution of samples, coupons Ability to enter contests, sweepstakes Premium offers Loyalty programs
E-Commerce
Rapid growth rates likely to continue CDs, books, travel are main categories Clothing, cars, financial services are all gaining ground
Measures of Effectiveness
Online Measuring
Data on demographics, psychographics, location of access, media used, buying habits, and more.
Nonresponse
Measures of destination after failure to click-through
Surveys
On- and off-line surveys to determine usage factors
Panels
Usage and attitude data obtained from a specific group
Sales
Sales volume keyed to specific times and sites
Tracking
Accumulation of site performance data
Internet Advantages
Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure Speed
Internet Disadvantages
Measurement problems Audience characteristics Web snarl Clutter Potential for deception Costs Limited production quality Poor reach
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, , .. Promotion allowances Merchandise allowances Price deals Sales contests Trade shows
Sales Promotion
A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.
Trade-Oriented
Contests, dealer incentives Trade allowances Point-of-purchase displays Training programs Trade shows
Cooperative advertising
Sampling
Providing consumer with some quantity of a product for no charge - to induce trial
Sampling works best when: The products are of relatively low unit value, so that samples dont cost much The purchase cycle is relatively short so the consumer can purchase in a relatively short time period The products are divisible and can be broken into small sizes that can reflect the products features and benefits
Sampling Methods
Door-to-door Direct mail In-store sampling Cross-product sampling With newspaper or magazine Through the internet
Coupon Fraud
Consumers redeem without purchase Clerks and staff exchange for cash Managers/owners redeem without sale Criminals collect or counterfeit and sell
Coupon Trends
Major companies cutting back on use of coupons Searching for more effective coupon techniques More use of internet for distribution
Premiums
Premium an offer of an item of merchandise or service either free or at a low cost that is an extra incentive for customers
Self-liquidating premiums
Sweepstakes/games a promotion where winners are determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are determined by random selection from the pool of entries or generation of a number to match those held by game entrants.
Frequency/loyalty programs
Event marketing
Merchandising efforts
Establishing promotional programs Placing display racks, counter and other p-o-p displays