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Lecture 8 E-Communication and Advertising

Lecture 8 E-Communication and Advertising. Dr. Lucy Ting Lucy.Ting@manchester.ac.uk. Agenda. What are E-Marketing Tools? Characteristics Objectives E-Marketing Tools Internet Online Advertising Search Engine Optimisation Viral Marketing Interactive TV Mobile. Agenda.

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Lecture 8 E-Communication and Advertising

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  1. Lecture 8 E-Communication and Advertising Dr. Lucy Ting Lucy.Ting@manchester.ac.uk

  2. Agenda • What are E-Marketing Tools? • Characteristics • Objectives • E-Marketing Tools • Internet • Online Advertising • Search Engine Optimisation • Viral Marketing • Interactive TV • Mobile

  3. Agenda • Advertising • Definition • Functions • Advertising Management • Advertising Management Process • Advertising Message Strategies • Rational Appeals • Emotion Appeals • Endorsers

  4. E-Marketing Tools a.k.a. Digital Media e-Media Interactive Marketing Communications

  5. Characteristics • From Push to Pull • Rather than pushing the message from advisors to customers, prospects and customers is proactive in selection of the message through actively seeking out via e-media. Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education

  6. Characteristics • From monologue to dialogue • e-Media enables a interactive dialogue between company and customer Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education

  7. Characteristics • From one-to-many to one-to-some and one-to-one • e-Media can tailor and target through mass customisation and personalisation to a small segment of customers or one customer Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education

  8. Characteristics • From one-to-many to many-to-many • Customer can interact with other customers via e-media. Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education

  9. Characteristics • From lean-back to lean-forward • e-Media can have the undivided attention from the target audience Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education

  10. Characteristics • Changes in nature of marketing communications • Brand essence and key concepts become less important and it is detailed information and independent opinions that the user is looking for. Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education

  11. Characteristics • Increase in communications intermediaries • There is a vastly increased range of media owners or publisher, such as search engines and industry specific sites. Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education

  12. Characteristics • Integration • Traditional media and e-media can be combined and integrated to achieve synergy in communication effectiveness. Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education

  13. Objectives • Generating brand awareness • Shaping brand image and brand attitudes • Generating trial • Creating loyalty Pelsmacker et al. (2007) & Reicheld and Schefter (2000), “E-Loyalty, Your Secret Weapon on the Web,” Harvard Business Review, 78(4), pp. 105-113

  14. E-Marketing Tools e.g. InternetTVMobile

  15. Internet • Search Engine Optimisation • Internet is a pull medium and thus high visibility in some web agencies specialists in registering websites becomes crucial Pelsmacker et al. (2007)

  16. Key Phrase Search

  17. Natural Listings

  18. Creating a search engine listing

  19. Internet • Pay-Per-Click (PPC) Search Marketing • Advertising on large search engines that is triggered by specific key phrase and search terms (contextual)

  20. Paid Listing

  21. Internet • Interactive Advertising • Online advertising takes place when an advertiser pays to place advertising content on another web site.

  22. On-line Advertising Formats Based on:Elkin, T. (2003), ‘Size matters; so does prize’, Advertising Age, January, 13; Dynamic Logic (2001), ‘Branding 101: an overview of branding and brand measurement for online marketers’, www.dynamiclogic.com

  23. Internet • Viral Marketing • Also called “word-of-mouse” advertising; it is a set of techniques that is to advocate consumers among the target group to promote their favourite band to friends and relatives

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