Internet Exercises:
Chapter 18: Sales Promotion
Exercise 18-6

Objectives

Promotional objectives lay the foundations for the overall promotion plan, identifying the goals of a marketer in concrete, measurable terms. Marketers normally have multiple objectives for a single promotional campaign, from creating an image for a brand, to stimulating trial use of a brand by consumers.

Blueconcerts.com, an ongoing Internet promotion of the Blue Card by American Express, demonstrates a hip approach to delivering on the company's promotion objectives by offering content formulated for a viable target market.

    Blue - From American Express

     1. What brand image is American Express trying to communicate to consumers at the blueconcerts.com promotion Website?

     2. Name three objectives that you think are the focus of the American Express promotion site.

     3. Pick one promotional objective and explain how the Internet enables American Express to accomplish that objective immediately through this medium.

 
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