Haagen-Dazs ice-cream project
viena1992
chapter_14.pptxDirect and Online Marketing:
Building Direct Customer Relationships
14
MARKETING AN INTRODUCTION
Armstrong/Kotler
14
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Benefits of Direct Marketing
14 -
‹#›
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Benefits to Buyers
Convenient
Benefit to Sellers
Low cost
Easy/private
Wealth of products
Information
Interactive
Immediate
Efficient
Speedy
Improved efficiencies
Flexibility
Access to buyers
Forms of Direct Marketing
14 -
‹#›
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Notes to Accompany Slide:
Each of these will be covered in the following slides.
3
Digital Direct Marketing Technologies
14-
‹#›
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Mobile phone marketing
Podcasts and Vodcasts
Interactive TV (iTV)
Forms of Online Advertising and Promotion
14-
‹#›
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Banner Ads
Interstitials
Search-related ads
Content sponsorships
Alliances
Affiliate programs
Viral marketing
