Lecture Notes Marketing OPIM 207 Miletsky Chapter 10 Public Relations vs.

s. Advertising Marketing Approaches Ad Campaigns Message / Purpose Theme / Concept Timeframe Media Conceptual vs. Direct Approach Stage of Brand (pg. 281, table 10-1) Integrated Marketing Agenda for Development Campaign objectives Brand components Market research data Budget Message Theme Media choices Ad production Where to advertise Print Electronic Direct mail Online Banner ads Email Pop ups Viral marketing Guerilla marketing Miletsky Chapter 11 PR manufactured news Why it works and can backfire Challenges Make it stand out News release The pitch Know your contact Keep it fresh Online PR

Cyber media room Guidelines (pg. 322) Non-traditional methods Blimps, islands, car wraps Marketing partnerships Product placements partnerships Groupwork: 1. find online example of integrated marketing for existing product / service related to your teams website 2. develop an ad campaign for your site. Can you do it with a conceptual message? 3. What sort of PR would you also use? 4. How could you do viral marketing for your site? 5. write a news release about your site 6. who could you partner with for a campaign? Miletsky Chapter 12 Customer Service Customer effective: A brand message that emphasizes high quality cusomter service Getting questions answered Find what they need Secure privacy Being proactive Responding to customers Voice response system Email Service forms FAQ Online chat Service Provide details online ordering details tracking orders returning products Put it all together (pg. 351) Shared development Detailed market research Solid design; substance over style Brand development Sticky site components Integrated marketing Effective customer service processes Groupwork:

1. outline steps to offer customer service to your site visitors; online vs. offline 2. provide 5 sample FAQs for your site.