Online advertising, marketing & promotion specialist.
Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix. (The other three elements are product management, pricing, and distribution.)
Promotion is generally sub-divided into two parts:
* Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet and Mobile Phones) in which the advertiser pays an advertising agency to place the ad
* Below the line promotion: All other promotion. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows
The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.
An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff.
There are four main aspects of a promotional mix (or communication mix). These are:
* Advertising- Any paial presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.
* Personal selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.
* Sales promotion- Incentives designed to stimulate the purchase or sale of a product, usually in the short term. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.
* Public relations - Non-paid non-personal stimulation of demand for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.
Sponsorship is is sometimes added as a fifth aspect.
Sales Promotion is one of the five aspects of Promotional mix. (The other four parts of the promotional mix are advertising, personal selling, direct marketing and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:
* contests
* point of purchase displays
* rebates
* free travel, such as free flights
Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmick by many.
Showing posts with label online advertising. Show all posts
Showing posts with label online advertising. Show all posts
Monday, January 24, 2011
Sunday, January 9, 2011
Spamming
Spam is the use of electronic messaging systems (including most broadcast media, digital delivery systems) to send unsolicited bulk messages indiscriminately. While the most widely recognized form of spam is e-mail spam, the term is applied to similar abuses in other media: instant messaging spam, Usenet newsgroup spam, Web search engine spam, spam in blogs, wiki spam, online classified ads spam, mobile phone messaging spam, Internet forum spam, junk fax transmissions, social networking spam, television advertising and file sharing network spam.
Spamming remains economically viable because advertisers have no operating costs beyond the management of their mailing lists, and it is difficult to hold senders accountable for their mass mailings. Because the barrier to entry is so low, spammers are numerous, and the volume of unsolicited mail has become very high. In the year 2011 the estimated figure for spam messages are around seven trillion. The costs, such as lost productivity and fraud, are borne by the public and by Internet service providers, which have been forced to add extra capacity to cope with the deluge. Spamming has been the subject of legislation in many jurisdictions.
People who create electronic spam are called spammers.
Spamming remains economically viable because advertisers have no operating costs beyond the management of their mailing lists, and it is difficult to hold senders accountable for their mass mailings. Because the barrier to entry is so low, spammers are numerous, and the volume of unsolicited mail has become very high. In the year 2011 the estimated figure for spam messages are around seven trillion. The costs, such as lost productivity and fraud, are borne by the public and by Internet service providers, which have been forced to add extra capacity to cope with the deluge. Spamming has been the subject of legislation in many jurisdictions.
People who create electronic spam are called spammers.
Opt-in e-mail advertising
Opt-in e-mail advertising, or permission marketing, is a method of advertising via e-mail whereby the recipient of the advertisement has consented to receive it. This method is one of several developed by marketers to eliminate the disadvantages of e-mail marketing.
Opt-in e-mail marketing may evolve into a technology that uses a handshake protocol between the sender and receiver. This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. If opt-in e-mail advertising is used, the material that is e-mailed to consumers will be "anticipated". It is assumed that the consumer wants to receive it, which makes it unlike unsolicited advertisements sent to the consumer. Ideally, opt-in e-mail advertisements will be more personal and relevant to the consumer than untargeted advertisements.
A common example of permission marketing is a newsletter sent to an advertising firm's customers. Such newsletters inform customers of upcoming events or promotions, or new products. In this type of advertising, a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter.
With a foundation of opted-in contact information stored in their database, marketers can send out promotional materials automatically—known as Drip Marketing. They can also segment their promotions to specific market segments.
Opt-in e-mail marketing may evolve into a technology that uses a handshake protocol between the sender and receiver. This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. If opt-in e-mail advertising is used, the material that is e-mailed to consumers will be "anticipated". It is assumed that the consumer wants to receive it, which makes it unlike unsolicited advertisements sent to the consumer. Ideally, opt-in e-mail advertisements will be more personal and relevant to the consumer than untargeted advertisements.
A common example of permission marketing is a newsletter sent to an advertising firm's customers. Such newsletters inform customers of upcoming events or promotions, or new products. In this type of advertising, a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter.
With a foundation of opted-in contact information stored in their database, marketers can send out promotional materials automatically—known as Drip Marketing. They can also segment their promotions to specific market segments.
Email marketing
E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to:
* sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business,
* sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately,
* adding advertisements to e-mails sent by other companies to their customers, and
* sending e-mails over the Internet, as e-mail did and does exist outside the Internet (e.g., network e-mail and FIDO).
* sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business,
* sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately,
* adding advertisements to e-mails sent by other companies to their customers, and
* sending e-mails over the Internet, as e-mail did and does exist outside the Internet (e.g., network e-mail and FIDO).
Phishing
In the field of computer security, phishing is the criminally fraudulent process of attempting to acquire sensitive information such as usernames, passwords and credit card details by masquerading as a trustworthy entity in an electronic communication. Communications purporting to be from popular social web sites, auction sites, online payment processors or IT administrators are commonly used to lure the unsuspecting public. Phishing is typically carried out by e-mail or instant messaging, and it often directs users to enter details at a fake website whose look and feel are almost identical to the legitimate one. Phishing is an example of social engineering techniques used to fool users, and exploits the poor usability of current web security technologies. Attempts to deal with the growing number of reported phishing incidents include legislation, user training, public awareness, and technical security measures.
A phishing technique was described in detail in 1987, and the first recorded use of the term "phishing" was made in 1996. The term is a variant of fishing, probably influenced by phreaking, and alludes to baits used to "catch" financial information and passwords.
A phishing technique was described in detail in 1987, and the first recorded use of the term "phishing" was made in 1996. The term is a variant of fishing, probably influenced by phreaking, and alludes to baits used to "catch" financial information and passwords.
Email Spam
E-mail spam, also known as junk e-mail or unsolicited bulk e-mail (UBE), is a subset of spam that involves nearly identical messages sent to numerous recipients by e-mail. Definitions of spam usually include the aspects that e-mail is unsolicited and sent in bulk. One subset of UBE is UCE (unsolicited commercial e-mail).
E-mail spam has steadily grown since the early 1990s. Botnets, networks of virus-infected computers, are used to send about 80% of spam. Since the cost of the spam is borne mostly by the recipient, it is effectively postage due advertising.
The legal status of spam varies from one jurisdiction to another. In the United States, spam was declared to be legal by the CAN-SPAM Act of 2003 provided the message adheres to certain specifications. ISPs have attempted to recover the cost of spam through lawsuits against spammers, although they have been mostly unsuccessful in collecting damages despite winning in court.
Spammers collect e-mail addresses from chatrooms, websites, customer lists, newsgroups, and viruses which harvest users' address books, and are sold to other spammers. They also use a practice known as "e-mail appending" or "epending" in which they use known information about their target (such as a postal address) to search for the target's e-mail address. Much of spam is sent to invalid e-mail addresses. Spam averages 78% of all e-mail sent. According to the Message Anti-Abuse Working Group, the amount of spam email was between 88-92% of email messages sent in the first half of 2010.
E-mail spam has steadily grown since the early 1990s. Botnets, networks of virus-infected computers, are used to send about 80% of spam. Since the cost of the spam is borne mostly by the recipient, it is effectively postage due advertising.
The legal status of spam varies from one jurisdiction to another. In the United States, spam was declared to be legal by the CAN-SPAM Act of 2003 provided the message adheres to certain specifications. ISPs have attempted to recover the cost of spam through lawsuits against spammers, although they have been mostly unsuccessful in collecting damages despite winning in court.
Spammers collect e-mail addresses from chatrooms, websites, customer lists, newsgroups, and viruses which harvest users' address books, and are sold to other spammers. They also use a practice known as "e-mail appending" or "epending" in which they use known information about their target (such as a postal address) to search for the target's e-mail address. Much of spam is sent to invalid e-mail addresses. Spam averages 78% of all e-mail sent. According to the Message Anti-Abuse Working Group, the amount of spam email was between 88-92% of email messages sent in the first half of 2010.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
There are different types of online advertising forms :
1)Print Advertising – Newspapers, Magazines, Brochures, Fliers
2)Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
3)Broadcast advertising – Television, Radio and the Internet
4)Covert Advertising – Advertising in Movies
5)Surrogate Advertising – Advertising Indirectly
6)Public Service Advertising – Advertising for Social Causes
7)Celebrity Advertising
There are different types of online advertising forms :
1)Print Advertising – Newspapers, Magazines, Brochures, Fliers
2)Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
3)Broadcast advertising – Television, Radio and the Internet
4)Covert Advertising – Advertising in Movies
5)Surrogate Advertising – Advertising Indirectly
6)Public Service Advertising – Advertising for Social Causes
7)Celebrity Advertising
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