BUS131D_Lecture18_Handout

BUS131D_Lecture18_Handout - Promotion: Alternative Internet...

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Promotion: Alternative Internet Marketing Dr. Michael Merz College of Business San Jose State University
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Dr. Michael Merz College of Business, San Jose State University 2 Today’s Agenda Advertising and Promotion Pyramid Internet Advertising and Promotion Techniques Banner Ads Search Ads Web 2.0 Web 3.0 Viral Marketing Mobile Marketing Virtual Reality Environments The Website
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Dr. Michael Merz College of Business, San Jose State University Advertising and Promotion Pyramid 3 INTERNET
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Dr. Michael Merz College of Business, San Jose State University Advertising and Promotion Pyramid The role of the tools at the lower levels of the pyramid is to create product and brand awareness. The role of the tools at the higher levels of the pyramid is leveraged on the efficiency and effectiveness of the lower-level tools and is geared to the prospect’s continuing interest. Integrated Marketing Communications: Using tools from all levels of the pyramid in an orchestrated campaign to deliver a consistent message to the target audience. Match tools to the task at hand important. 4
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Dr. Michael Merz College of Business, San Jose State University Internet Advertising and Promotion Online Advertising Tools 5 Most Used in decreasing order Perceived Efficiency in decreasing order Email ads Search ads Display (banner) ads Email ads Search ads Branded sponsorship Branded sponsorship Referrals from other web  sites Referrals from other web sites Video ads Video ads Podcasts Podcasts Display ads Why?
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Dr. Michael Merz College of Business, San Jose State University Internet Advertising and Promotion New Media: technology-enabled advertising/ promotion tools, typically via the Internet. Can be used in a complementary fashion at all
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BUS131D_Lecture18_Handout - Promotion: Alternative Internet...

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