Promotion in the Marketing Mix

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Promotion in the Marketing Mix

• King Kong
• Anjali Nebhnani
• Laura Robinson
• Rodman Haislip
• Jiseon Choi

2
Topics Discussed

• The Fundamentals of Promotion
• Promotion Issues
• Online Advertising and Paid Search
• Online Sales Promotion and Permission Email

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Related Articles

• Sheraton Launches US 20million Advertising
  Campaign
• - Sheraton Website
• - Launched a global campaign using various
  delivery channels
• -You dont just stay at Sheraton-you
  belong
• -Has been tested very positively
• Video blogs, ready for prime time
• - ePromotion Issues
• - 1st commercial launch on Vlog (
  Rocketboom)
• -300 users in 2005- 6,500 users in 2006
• -Between personal commercial use estimated
  1B in 2008

• Huffman Steps into Past with Dove Webisodes
• -Felicity Huffman from Desperate Housewives
  starred in recent Dove webisode
• -Promotes Doves new Calming Night Body Wash
• -Unilever owns Dove and Axe, which created
  free online game called Mojo Master
• Super Bowl Advertisers Take to the Web
• -90 million Americans watched the Super
  Bowl
• -After, some websites experienced up to a
  2000 increase in traffic
• -No commercial was complete without a
  microsite
• - Marketers using the web to create a 360
  degree approach to reaching target audience

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Relevance to chapter 12

• Sheraton Launches US 20million Advertising
  Campaign
• - Integrated Marketing Communication (IMC)
• 1. online
• 2. offline
• 3. networks and cable stations
• Video blogs, ready for prime time
• - Add emotion ( eliminate misinterpretations)
• - Consumer voluntarily view Vlogs
• - Adaptation to new technological advancements

• Huffman Steps into Past with Dove Webisodes
• - Webisodes are a push technology used to
  push content to the user
• - Minimovies are very short, cinema-like ads
  filmed for Internet
• - Showing new forms of online advertising,
  especially people with broadband
• Super Bowl Advertisers Take to the Web
• - Creates buzz- positive word of mouth
• - Can raise brand awareness
• - Puts the consumer in control