Choose a traditionally marketed product or service and create an Internet marketing strategy. Discuss the following:

Note: This is a partial solution, it defines all of the terms which should be discussed in the marketing strategy. A
complete solution would be an Internet marketing strategy which included all of the following terms.

a) Direct e-mail
b) Interactive advertising
c) Banner advertising
d) Target market
e) Affiliate or partnering program
f) Public relations
g) Promotions
h) Internet marketing research
i) Search engine registration
j) International issues

a) Direct e-mail targets consumers with specific information.
b) Interactive advertising involves using a combination of rich media advertising forms (such as audio, video, images
and animations) and traditional advertising forms (such as print, television and radio advertisements) to execute an adver-
tising campaign.
c) Banner ads act like small billboards containing graphics and an advertising message. The benefits of banner adver-
tising include increased brand recognition, exposure and possible revenue gained through purchases by consumers.
d) The target market is the group of people toward whom it is most profitable to aim a marketing campaign.
e) An affiliate program is an agreement between two parties that one will pay the other a commission based on a des-
ignated consumer action.
f) Public relations (PR) keeps customers and company employees current on the latest information about products,
services and internal and external issues such as company promotions and consumer reactions. It includes communicating
with consumers and employees through press releases, speeches, special events, presentations and e-mails.
g) Promotions attract visitors to a site and influence their purchasing. Promotions can be conducted online and offline
and may include frequent-flyer miles, point-based rewards, discounts, sweepstakes, free trials, free shipping or coupons.
h) Marketing research can now be performed over the Internet, giving marketers a faster option for finding and ana-
lyzing industry, customer and competitor information. The Internet also provides a relaxed and anonymous setting to hold
focus group discussions and distribute questionnaires.
I) When you register your site with a search engine, you submit keywords and a description of your business to the
engine. The search engine will add your information to its database of Web sites. This essentially adds your site to an index
of sites similar to your own. Consequently, when someone uses that search engine, your Web site may appear in the list of
results. However, not all search engines use databases; some search the entire Internet every time. Many search engines are
constantly scouring the Web, visiting and ranking Web pages.
j) With the global reach of the World Wide Web, online marketers must pay particularly close attention to how their
international consumers interact with their Web sites. Web design must provide content in various languages, and provide
prices in various currencies.