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An Internet Marketing Plan

This research explores an Internet marketing plan for two very different Web sites: www.parents.com and www.barnesandnoble.com.

Marketing in general, and advertising in particular, is most effective when it targets consumers who are most likely to be predisposed to purchasing a particular type of product or service. In this way, it makes little sense to market luxury sports cars to consumers who do not have the resources to purchase such items, or to target products for women to male consumers. Some companies, such as Coca-Cola, engage in undifferentiated target marketing in which the company does not differentiate among its consumers. Other products, such as dandruff shampoos, are targeted at specific types of consumers. Large companies with broad product lines may target different brands to different target markets, with high-end brands and discount brands targeting different market segments.

Successful target marketing requires that the company determine its market segment (or segments), and find ways to reach that segment that are effective (able to reach the consumer) and efficient (within the company's budget). Television and radio ratings are one way that advertisers can gauge the effectiveness of a particular medium, but not necessarily the effectiveness of a particular advertisement. Print advertising (such as magazines) can offer specific demographics regarding readers, but lacks the dynamic appeal of television. Direct mail offers the most specific target marketing possibilities, since the advertisers can determine exactly who does (and does not) receive the promotional material, but so-called "junk mail" is often ignored by consumers.

The Internet offers new challenges to marketers both in determining who is visiting what site, and in how best to advertise to visitors at a particular site. Gauging the effectiveness of an ad on the Internet can also be difficult, and privacy issues raise even more questio...

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An Internet Marketing Plan. (1969, December 31). In LotsofEssays.com. Retrieved 08:11, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1696205.html