Marketing Communications

478 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS work. The strategy of FISA is to engage in new ventures, but the core business of Fis ...

CASE 14 479 visitors of Batibouw 2007 revealed the following. Batibouw had 361 644 visitors, of whom 290 159 were private indivi ...

480 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS Figure 14.4 Exhibitors’ satisfaction score at Batibouw 2007 Source : Geert Maes, CEO, ...

CASE 14 481 rent more than 70 m^2 , so that small and large exhibitors have equal chances. Finally, every year Batibouw organise ...

482 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS also asked for their address. The cheques were an instru- ment to measure the number ...

REFERENCES 483 20 Wenz-Gahler, I. (1995), Messenstand-Design ( Trade Fair Stand Design ). Leinfelden-Echterding: Alexander Koch. ...

CHAPTER 15 E-communication CHAPTER OBJECTIVES This chapter will help you to: z Assess the importance of the Internet and other n ...

THE GROWING IMPORTANCE OF E-MEDIA 485 Introduction Mass marketing communications techniques have dominated communications strate ...

486 CHAPTER 15 E-COMMUNICATION through documents and pages by simple mouse clicks. Th e growth of the WWW can be attributed to t ...

E-MARKETING TOOLS 487 error process is undertaken, oft en heavily infl uenced and stimulated by whichever tactic the Internet or ...

488 CHAPTER 15 E-COMMUNICATION Brand websites Brand websites are sites with specifi c brand-related information and/or services. ...

E-MARKETING TOOLS 489 A brand site does not have to be hosted continuously but can be used for a short period during a product l ...

490 CHAPTER 15 E-COMMUNICATION To promote French wines to the UK, a campaign wanted to prove that there really is a French wine ...

E-MARKETING TOOLS 491 global ad spending is forecast to make 22% worldwide in 2015.^18 In the UK, online advertising is likely t ...

492 CHAPTER 15 E-COMMUNICATION A specifi c type of targeted online advertising is keyword buying , also known as search engine a ...

E-MARKETING TOOLS 493 Another smart way of linking is affi liate marketing or affi liate networking. Online retailers oft en use ...

494 CHAPTER 15 E-COMMUNICATION that the time spent by Internet users on websites is on average 50% higher following exposure to ...

E-MARKETING TOOLS 495 Less standard advertising formats are advertorials, content sponsorship and anchor deals. Th ese three for ...

496 CHAPTER 15 E-COMMUNICATION Pepsi bottles. Each code was worth 100 points and could be redeemed for prizes such as DVDs and d ...

E-MARKETING TOOLS 497 deliver embedded messages to consumers. Th e advertising message can then become an integral part of playi ...