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Minnesota Public Radio Marketing And The Internet
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Category : Business » Internet Marketing
For many public radio enterprises, early Internet marketing efforts focused on on-air. Banner ads and emails are only a part of Internet marketing, and
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For many public radio enterprises, early Internet marketing efforts focused on on-airpromotion (a powerful “given” in the radio industry), banner advertisements andemail campaigns. Banner ads and emails are only a part of Internet marketing, andthey are most effective if they are part of a comprehensive, integrated marketingprogram. In an integrated marketing scenario, banner advertising and Web designwould mirror what you see in print advertising. Direct mail and email would worktogether to acquire traffic. Online and offline PR campaigns would complement theentire marketing effort. MPR’s Internet marketing efforts were moved to the organization’s Marketing Divisionin July 2000. Coming from the New Media Division, senior management challengedthe marketing staff to integrate both offline and online marketing channels, campaignsand messages to present a strong brand. This paper looks at what Minnesota PublicRadio (MPR) has learned about Internet marketing to its regional audiences. Itincludes a discussion of the Internet marketing process and a review of Internetmarketing tools that support each process.
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