Online Product Promotion
Promotion of a product plays vital role in Marketing Management. Companies can run same advertisement and promotion campaign side by side, in home market or change them for each local market.
The use of media for promotion also requires international adaptation because availability varies from country to country. Basically all the advertisement features the same single image. Magazines, TV, and internet plays major role for promotion of a product. But all of them vary in availability and effectiveness. For example newspaper has a national reach in UK but advertiser can only buy local coverage in most of countries.
In my opinion, internet will not become a major advertising medium like radio,TV,and print media, as internet users are more interested in its other uses ,yet advertising appear on screen. Reason can be a company has to decide which media will be cost effective for promotion of product. Popular portals such as MSN and yahoo are able to charge large fees due to huge audience.
Banner ads containing text and may be a picture are most extensively used promotion tool.
Micro sites are relevant for companies selling low interested products, such as insurance. People rarely visit an insurance company website.
Interstitials are advertisement that pops up between changes on website.
Sponsorships are best placed in well targeted sites where one can offer relevant information or service.
Companies can set up alliances and affiliate program where one internet company works with another one .Companies can offer to print content and adds to targeted audience who want to receive them. Ads reach to audience who are really interested in product. Costs are also reasonable compared with other advertising media.
Promotion being the important part of 5 Ps should be considered at optimum level for product marketing and media should be selected with all factors in mind.
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