INMA_A01.QXD

The purpose of interactive advertising It can be contended that each web site is in itself an advertisement since it can inform, ...

CTR and conversion). In an iMediaConnection interview with ING Direct VP of Marketing, Jurie Pieterse, the capability to revise ...

4 To follow users’ behaviour. Behavioural ad targetingis all about relevance – dynamically serving relevant content, messaging o ...

Making banner advertising work As with any form of advertising, certain techniques will result in a more effective adver- tiseme ...

Media planning – deciding on the online/offline mix for advertising This decision is typically taken by the media planner. As we ...

When devising plans for e-mail marketing communications, marketers need to plan for:
Outbound e-mail marketing, where e-mail c ...

Opt-in e-mail options for customer acquisition For acquiring new visitors and customers to a site, there are three main options ...

Regular e-newsletter type– options are reviewed for different frequencies such as weekly, monthly or quarterly with different ...

Managing inbound e-mail communications For large organisations, e-mail volumes are already significant. For example, Bicknell (2 ...

good example is shown in Figure 8.21 – the Subservient Chicken, originally launched to promote a new chicken meal by Burger King ...

(option 3). In this case, there is a risk of breaking privacy laws since the consent of the e- mail recipient may not be freely ...

To achieve this a variety of devices can be used, both to increase the length of site visit, and to make users return. A measure ...

Analysis by Kemmler et al. (2001) of US and European e-commerce sites provided a cross- industry average of the spend on differe ...

We have reviewed a wide range of techniques that can be used to build traffic to web sites. Agrawal et al. (2001) suggest that e ...

CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS Table 8.5 Summary of the strengths and weaknesses of different communications to ...

5 Setting overall expenditure levels We can use traditional approaches such as those suggested by Kotler et al. (2001). For exam ...

Interactive tools such as a ‘healthy eating calculator’ which calculates body mass index have proved popular. Such content is al ...

Another feature of the site which helps build relation- ships with consumers, is the monthly e-newsletter, then known as ‘Messin ...

Online partnerships– including affiliate marketing (commission-based referral), co- branding and sponsorship.
Online adverti ...

References Essay and discussion questions 1 Discuss the analogy of Berthon et al. (1998) that effective Internet promotion is si ...