Cost per thousand impressions (CPM), 67
Costs:
budget and, 86
competitive, 19–20
indirect, 87
printing, 87, 88, 113
Web marketing savings on, 55, 56, 76–77
See alsoPrice and pricing
Couric, Katie, 18, 169
Cross-promotions, 41, 46, 51, 92, 98
Cvent, 59, 60Daniels, Jim, 80
Davis, Eric, 169
Day, time of, 37
“Defending the Caveman,” 155
Demographic data, 44, 180–181
Dennis Franz, 169
Departures:
early, 31–32
tracking, 186
Dining area booths, exhibitor, 123
Direct mail, 41
brochures, 108–113
e-mail lists, 108
envelopes, 107–108
follow-up, 110–111
list management, 105–107
“teaser” mailings, 110
Discounts, 90, 97, 115, 123, 155
Discussion groups, online
etiquette rules, 72, 77
introduction policy, 74
moderating, 75
Documentation:
of attendance, 184–187
competitive analysis, 188–191
of supporter impact, 187–188
Dolan, Kevin, 60
Domain name, 61, 82
Door prizes, 124“Early bird” incentives, 115
eCommercial.com, 73
Economic conditions, 131–132, 177
Eight Cs of electronic marketing, 55–56
Electronic marketing:
advantages of, 56
affiliate/associate, 70–71
cookies, 69Index 219cost-effectiveness of, 55, 56, 76–77
eight Cs of, 55–56
evaluation of, 78–80
internet resources and, 55
keyword buys, 69
linking, 62, 71
marketing plan, 57, 58, 80–81
search engines and, 67–68, 81
shopping service, 69
sponsorship/partnership, 70
strategy, 56–60
as supplement, 54
surveys and, 72–73
target audience in, 66, 69, 77
third party providers, 58–60, 77, 213–214
trends in, 173, 174
user profile, 54
See alsoAdvertising, online; E-mail
marketing; Web site
Electronic media, 115, 145–147
E-mail list, 77, 108
E-mail marketing, 73–78
autoresponders, 74, 78
broadcast, 77
cost-effectiveness of, 76–77
to discussion groups, 72, 74, 75, 77
mail lists, 77, 108
steps in, 73–75
tips, 78
top six messages, 76
See also Advertising, online; Electronic
marketing; Web site
Enterprise, as marketing concept, 2–3, 7
Entertainment:
as marketing concept, 2, 7
sponsorship of, 91, 92
at sports events, 8–9
types of, 155
Ernst and Young, 88–89
Evaluation:
of advertising approach, 46
competitive analysis, 188–191, 193
documentation for, 184–188
of electronic marketing, 78–80
return on sponsor investment, 96–97
Event411, 60
Event marketing:
associations and societies, 205–208
for associations and societies. See
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