CHAPTER 12: Promotional Mix

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CHAPTER 12Promotional Mix

• Article Summaries Presented by
• Jason Beinstein
• Heather Hart
• Eric Mollo

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The Eight Essential Types of Internet Promotion
by Dr. Ralph F. Wilson

• Search Engines
• Make sure you are indexed! Only 15-20 of all
  websites are indexed, and it is an easy way to
  gain traffic.
• Linking Strategies
• The more links to your website, the more traffic
  there will be. Give internet searchers something
  to find!
• Viral Strategies
• Design a strategy that encourages others to carry
  your marketing message. Become like a virus and
  spread your message through others networking
  relationships.
• Public Relations
• Free is Free! If you gain media attention and
  receive free publicity, traffic will boost
  immensely!

• Traditional Media/Paid Advertising
• Before internet promotion traditional medias were
  the only source of publicity. Now that the
  internet is readily available it has become one
  of many important medias, not the only. Do not
  discard the rest!
• E-mail Publishing
• Be proactive, not reactive! Find ways to invite
  the consumer to your webpage. Sitting back and
  waiting is not the answer!
• Networking
• News Groups and E-mail discussion groups are just
  the start. The more connections you can make the
  more effective you can be!

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Step Right Up - Advergaming

• Why?
• Websurfers
• spend 6 hours a week playing online games
• 80 million current
• Video game medium strengths
• interactivity
• immersion
• scalability
• intense user involvement
• addictive

• Results
• Purchased
• across the entire network
• targeted at segments
• Features
• Guaranteed delivery and measurement
• Integration of brands into gamers universe
• Current Standing
• best promotion strategy
• customer base increase 4X

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Internet Minimovies

• BMW pioneered the use of these mini movies at a
  Cost of 15 million.
• In a four month time period there were 6 million
  downloads of the movies and the visitors stayed
  an average of 16 minutes
• Overall BMW films have had over 100 million views
• Other companies to use this promotional method
  include American Express, DKNY, and Volvo and
  Mercedes

• Try to create content people want to watch that
  is opt in, rather than opt out
• Attempt to reach consumers where they are
  spending more and more time the internet.
• Viral Marketing has proved to be successful in
  this type of advertising