网路行销策略销售促进Promotion.PPT

Promotion (行銷推廣) 參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 13: E-Marketing Communication. Promotion Mix (推廣組合) Advertising (廣告) 付費的媒體傳播方式 (例如電視、報紙、雜誌、戶外廣告) Marketing Public Relations (MPR) (公共關係) 非付費的非人員溝通方式 (例如新聞報導、記者招待會、出版刊物) Sales Promotions (促銷) 短期提供額外的誘因，以吸引消費者提前購買或多購買的活動 (例如折價券、贈品、樣品、搭配促銷) Personal selling, face-to-face (人員推銷) 付費的人員溝通方式 (利用業務員) Inappropriate for use online. →智慧型代理人 Overview Internet Advertising E-mail, Wireless, Web Site Advertising Marketing Public Relations (MPR) Web Site, Community Building, Online Events Sales Promotions Coupons, Sampling, Contests/ Sweepstakes (競賽/ 抽獎) Personal selling 1. Internet Advertising Advertising 廣告主利用付費的大眾媒體，將特定訊息傳送給特定的目標顧客，以進行產品與服務的推廣 Internet Advertising E-mail Advertising Wireless Advertising Web Site Advertising Wireless: Location-based Marketing Promotional offers that are pushed to mobile devices Cstomized based on the user’s physical location. The technology A global positioning system (GPS). Web Site Advertising (1) Banners, buttons: occupy designated space for rent on Web pages Buttons are square (正方形) or round (圓形) Banners are rectangular (長方形). Banners, Buttons Click-through to the advertiser’s Web site, Some banners sense the position of the mouse on the Web page and animating faster as the user approaches, Built-in games, Drop-down menus, check boxes, and search boxes to engage and empower the user. Web Site Advertising (2) Sponsorships (贊助) integrate editorial (編輯者的) content and advertising Sponsorships are important on the Web: Banners are easily overlooked (忽略) by users, More firms build synergistic partnerships to provide useful content. 生寶臍帶血銀行 贊助台北愛樂電台 (生寶媽媽日記) .tw/ad/healthbank/ Web Site Advertising (3) Search Marketing Keyword (contextual) advertising refers to word buys at search engine sites. Slotting Fees (安排位置之費用) “A fee charged to advertisers by media companies to get premium (特別) positioning on their site, category exclu