Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2
Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2
www.downloadslide.comChapter 8Part 3DIGITAL AND ALTERNATIVE MARKETINGDigital MarketingChapter ObjectivesAfter reading this chapter, yon should be able Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2e to answer the following questions:What is digital marketing?8.2How has the transition to Web 4.0 affected the field of marketing communications?8.3How can e-commerce programs and incentives build a stronger customer base and overcome consumer concerns at the same time?8.4How do mobile marketing sy Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2stems enhance digital marketing programs?8.5What digital strategies do marketing professionals employ?8.6What types of web advertising can companies uEbook Integrated advertising, promotion, and marketing communications (8/E): Part 2
se to reach consumers?8.7What is a search engine optimization strategy?8.8How can companies successfully conduct digital marketing programs in internawww.downloadslide.comChapter 8Part 3DIGITAL AND ALTERNATIVE MARKETINGDigital MarketingChapter ObjectivesAfter reading this chapter, yon should be able Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2ook reviewed the essential ingredients of a marketing communications program: the traditional media programs working in combination with other elements of the promotions mix. Thus, a television-radio-magazine campaign would incorporate coupons, discounts, personal selling techniques, sponsorships, a Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2nd other ingredients to create a strong, coherent message.Today's marketers and advertising professionals recognize that these efforts, while necessarEbook Integrated advertising, promotion, and marketing communications (8/E): Part 2
y', do not constitute a complete program. This section explains the additional elements needed to fully reach a target market and all potential customwww.downloadslide.comChapter 8Part 3DIGITAL AND ALTERNATIVE MARKETINGDigital MarketingChapter ObjectivesAfter reading this chapter, yon should be able Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2 subject of Chapter 9; and the additional alternative marketing channels described in Chapter 10.MyLab Marketing™ o Improve Your Grade!More than 10 million students improved their results using the Pearson MyLabs. visit mymktlab.com for simulations, tutorials, and end-of-chapter problems.www.downloa Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2dslide.comHOICE MARKETINGLocal advertising and marketing agencies continue to play important roles In representing small businesses Choice Marketing,Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2
which began operations in 2COO, serves Joplin, Missouri and the surrounding area known as the "Four States' (Missouri, Kansas, Oklahoma, and Arkansas)www.downloadslide.comChapter 8Part 3DIGITAL AND ALTERNATIVE MARKETINGDigital MarketingChapter ObjectivesAfter reading this chapter, yon should be able Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2 city.Choice Marketing provides numerous sendees, including graphic design, media research and buying, traditional media advertising and public relations assistance, branding efforts, custom promotional items, and other services. Both Plott and her Digital Media Manager, Dave Woods, note the growing Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2 importance of digital and social media marketing."Mobile marketing Is exploding," Woods commented. "You can’t ready separate mobile marketing from ’tEbook Integrated advertising, promotion, and marketing communications (8/E): Part 2
raditional' e-commerce,” he said, "because 80% of folks are using mobile devices when they are away from home and work and more standard e-commerce siwww.downloadslide.comChapter 8Part 3DIGITAL AND ALTERNATIVE MARKETINGDigital MarketingChapter ObjectivesAfter reading this chapter, yon should be able Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2is chapter These efforts include interactive and behavioral marketing, remarketing, bJogs, newsletters, email and content marketing, along with native advertising. The company also facilitates search engine optimization programs as well as the social media component noted in Chapter 9Woods notes the Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2 importance of two emerging trends. He points out the value of "second and third screen* viewing, whereby a customer engages in one activity (watchingEbook Integrated advertising, promotion, and marketing communications (8/E): Part 2
television) and engages With other technologies such as a smart phone.Dave Woods and Karan Plott direct the efforts of Choice Marketing to respond towww.downloadslide.comChapter 8Part 3DIGITAL AND ALTERNATIVE MARKETINGDigital MarketingChapter ObjectivesAfter reading this chapter, yon should be able Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2nd quickly engages in additional research about It, leaving the first screen running.The second trend involves a new form of marketing. "We have been invoked in B-to-C (business-to-consumer) and B-to-8 (business-to-business) pregrams, but now our companies can take advantage Of C-to-C (customer-io-c Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2ustomer).” Woods noted. "Friendsof fnends now see aavertisements that people pass along by texting, tweeting, or in some other way. This really adds tEbook Integrated advertising, promotion, and marketing communications (8/E): Part 2
o the impact of an ad."Newer technologies create challenges for agencies such as Choice Marketing Ad design must be adapted to every size screen so thwww.downloadslide.comChapter 8Part 3DIGITAL AND ALTERNATIVE MARKETINGDigital MarketingChapter ObjectivesAfter reading this chapter, yon should be able Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2media mix." He adds, "We have to demonstrate measureable results " The many successes enjoyed by Choice Marketing provide evidence that this company, and others of similar Size, can succeed in these new aspects of marketing and advertising.Digital MarketingThe internet has changed the ways individua Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2ls communicate and how the world conducts business. It presents an open environment. A buyer can locate numerous sellers offering practically the sameEbook Integrated advertising, promotion, and marketing communications (8/E): Part 2
merchandise at comparable prices and with similar offers at any time. The internet offers more than a method to conduct business transactions: It serwww.downloadslide.comChapter 8Part 3DIGITAL AND ALTERNATIVE MARKETINGDigital MarketingChapter ObjectivesAfter reading this chapter, yon should be able Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2t, e-commerce programs, including the incentives used to attract customers as well as consumer concerns with internet shopping, are presented. Then, the use of smartphones also leads to an examination of mobile marketing techniques. Digital strategies designed to maximize a company's reach are descr Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2ibed. Web advertising programs also receive attention along with search engine optimization (SEO) techniques. Finally, international implications of tEbook Integrated advertising, promotion, and marketing communications (8/E): Part 2
hese activities are drawn.Digital marketing combines all of the components of e-commerce. internet marketing, and mobile marketing. It includes anythiwww.downloadslide.comChapter 8Part 3DIGITAL AND ALTERNATIVE MARKETINGDigital MarketingChapter ObjectivesAfter reading this chapter, yon should be able Ebook Integrated advertising, promotion, and marketing communications (8/E): Part 2tive 8.1What IS digital marketing?www.downloadslide.comChapter 8Part 3DIGITAL AND ALTERNATIVE MARKETINGDigital MarketingChapter ObjectivesAfter reading this chapter, yon should be ableGọi ngay
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