MKTG 303: Advertising and Promotion Online Advertising and Alternative Marketing December 29, 2009 Zeynep Gürhan-Canlı.

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Presentation transcript:

MKTG 303: Advertising and Promotion Online Advertising and Alternative Marketing December 29, 2009 Zeynep Gürhan-Canlı

Online Advertising Display or banner ads Media/video ads Search advertising Brand spiraling: Online and offline advertising should be integrated. Blogs Reactions to negative comments Company-sponsored blogs

Online Advertising Online social networks such as MySpace and Facebook Consumer-generated advertising Consumer-generated reviews E-mail Integration with other channels Web analytics E-mail newsletters

Online Advertising Search engine optimization Paid search insertions Natural emergence of the site Paid search ads Viral marketing: Preparing a marketing message that in some way is passed from one consumer to another Web site design issues

Alternative Media Programs Buzz marketing Consumers who like a brand Sponsored consumers Company employees Guerilla marketing Product placements and branded entertainment Lifestyle marketing Brand communities

Alternative Media Venues Video game Cinema Subway Parking lots Escalator Airline in-flight Leaflets and brochures Carry-home menus Carry-home bags Advertising on clothing Mall signs and kiosks In-store marketing and point-of-purchase displays