Advertising and Marketing

in the Internet
Marketing
It ia a way of managing a business so that each important business
decision are made.

Requires effective planning, Organization, leadership and control.

Marketing assumptions
1. All company policies and activities should satisfy the customer.
2. Profitable sales volume should be better.

Selling is an equivalent term for marketing.

Sales – Volume
Marketing - Profit
Nature of Marketing

Mass Marketing
Direct Marketing
Interactive Marketing
Mass Marketing
Distribution Channel – Broadcast and Print media

Market Strategy – Mass Volume

Enabling Technology – Storyboards and Desktop publishing

Authors of Marketing material - Ad Agencies

Expected outcome from successful implementation – Volume sales

Direct Marketing
Distribution channel – Postal service using mailing lists

Marketing strategy – Targeted Goods

Enabling Technology – Database and statistical Tools

Authors of marketing material – Ad agencies and companies

Expected Outcome – Bounded sales, Data for analysis

Interactive marketing
Distribution Channel – The Internet

Market Strategy – Target Audience

Enabling Technology – Information servers, clients, browsers

Authors of marketing material – Companies and consumers

Expected outcome – Data for analysis, customer relationships.

The new age of Information based Marketing
• Retailers vs Manufacturers
• Market research and Customer prospecting
• Market presence
• Product and Services Building
• Information Based products: Pricing and priority
• Target Micromarketing
• Small Vs Large Firms
• Gray Areas: Regulatory and Legal Implications