Discuss Internet promotion, online via the Web and
e-mail and offline using your imagination. Share your technology trend report.
Exercises and topics:
- Submit and discuss technology trend report
- Discuss online and offline promotion
- Discuss email marketing
- Add final touches to group project
Lecture sites:
Fun readings (not
required):
- Thakston, K. (11 Apr 2005)
Creating a search
engine copywriting plan, isedb.com
- Bray, H. (16 Feb 2004)
Ads you just can't resist -- unfortunately, Boston Globe
- Pfanner, E. (6 Dec 2004)
Print ads swing back into favor, International Herald Tribune.
- Collens, G. and Murphy, J. (2002) "Marketing Hospitality Web
Sites," Hospitality Review, 20(1), Spring: 15-31.
- Manktelow, N. (8 Oct 2002)
Meet basics 'or search engines won't come knocking'. The Age
Nielsen, J. (15 Oct 2000) Request
Marketing
|
Pre-class activities and readings:
- Enter a few terms in the
keyword selector tool and
bids
tool.
- Finish technology trend report
- Hansell, S. (26 Apr 2005)
Google starts to reach for a bigger ad market, International Herald Tribune.
- Murray, M. (4 Apr 2005)
Website Promotion: 10 Search Engine Optimization Blunders To Avoid,
Webprownews.com
- Carvajal, D. (28 Mar 2005)
Google ensnared in a war of words, International Herald Tribune.
- Pfanner, E. (10 Jan 2005)
Online ads may finally come of age, International Herald Tribune.
- Ilfeld, J. and Winter, R. (2002) "Generating website traffic,"
Journal of Advertising Research, 42(5), 49-61
- Marinova, A.; Murphy, J. and Massey, B. (2002) "Permission E-mail
Marketing as a Means of Targeted Promotion (.pdf),"
Cornell Hotel and
Restaurant Administration Quarterly, 43(1), 61-69.
- Schwartz, J. (2000, December 13). Marketers
Turn to a Simple Tool: E-mail. N Y Times
Pre-class reflections:
- What are free ways to promote a website online? Offline?
- What paid methods would you recommend for promoting a website?
Why?
- Why, or why not, is search engine optimization (SEO) an
over-hyped and expensive waste of time?
- Why would you recommend, or not recommend, email marketing for a
firm?
- What should you do and not do with email marketing? Why?
|
