Online Promotions: Winning Strategies and Tactics (Paperback)

~ (Author) "Think of this first chapter as the equivalent to a college course entitled, "Promotional Marketing 101: An Introduction to Promotional Marketing..." (more)
Key Phrases: successful online promotions, draw sweepstakes, promotional database, Legal Legal, New York, United States (more...)

Editorial Reviews

Product Description

The only complete guide to creating and managing successful online promotions
Attracting customers and driving sales in today's increasingly crowded, hyper-competitive online marketplace requires sophisticated new promotional techniques using a host of ever-evolving media tools. The first hands-on guide devoted exclusively to the subject, this book tells advertising and marketing professionals what they need to know to create and manage online promotions that pop. Drawing upon his experiences developing online promotions for Fortune 500 clients such as 3Com, AOL, Microsoft, Visa, and Xerox, expert Bill Carmody covers the latest thinking and practices in multi-brand promotions, advertising online promotional campaigns, data-gathering techniques, measuring performance, promotion follow-up, and much more. He also covers a wide range of important related issues, including international and cultural concerns, legal issues, privacy and security, and others.

From the Back Cover

At last–a comprehensive how-to guide for creating and managing promotions on the Web

Online Promotions

To beat the competition in today’s crowded marketplace, it’s important to learn about online promotion tools and how they can help you to attract new customers and increase sales. This much-needed hands-on guide provides all the information you’ll need to create, manage, and follow up on promotions in the digital age. Beginning with Promotional Marketing 101, expert marketer Bill Carmody brings you quickly up to speed on the basics, then walks you through the entire process of using the Web to make your promotions work. In a friendly, easily accessible style, he explains the advantages of online promotions over conventional marketing, explores the latest new media technologies, and teaches you how to identify and implement the most appropriate promotion for your business needs.

• Sample promotions
• Basic templates for creating promotions
• A listing of industry contacts and resources

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Product Details

• Paperback: 352 pages
• Publisher: John Wiley & Sons; 1 edition (April 5, 2001)
• Language: English
• ISBN-10: 0471403989
• ISBN-13: 978-0471403982
• Product Dimensions: 9.1 x 7.4 x 0.9 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 3.6 out of 5 stars  See all reviews (8 customer reviews)
• Amazon.com Sales Rank: #1,347,880 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

4.0 out of 5 stars Expert advice from the voice of experience, May 25, 2001

By	webjanet "jbarker" (Chicago, IL United States) - See all my reviews

Truly a complete guide to creating promotions online! Bill Carmody writes this book from experience -- he's actually created many promotions for a variety of online and offline companies -- and he shares the things he has learned along the way. He also provides valuable examples of other online promotions, along with insight into how and why they worked.

The book also convers legal, technical, and measurement issues that I haven't seen adequately covered in many other books.

The book also begins with a primer on promotional marketing as a whole, giving newcomers a quick lesson in how the tried and true ideas of offline promotions can come to life online.

5 of 5 people found the following review helpful:

5.0 out of 5 stars The Definitive Online Promotions Resource, July 19, 2001

By	"[e-mail]" (Algonquin, IL United States) - See all my reviews

I loved the book, "Online Promotions." Bought it recently and couldn't put it down. The writing is easy to understand and sensible. This is not an academic textbook that puts you to sleep with university studies and conjecture. It's based on real life experience and examples from the field.

It's a definitive work for anyone seeking to use online promotions as part of a business development strategy or marketing campaign. I'm launching a new business based on a unique contest idea. The book was perfect for my needs.

The descriptions of lottery vs. sweepstakes vs. contest was worth many times the price of the book, compared to getting the information from an attorney. The sections on partnerships and multi-brand promotions were also excellent. The site flowchart in the book is very close to how I designed my site. I'm using an adaptation of it to explain it to my outsourced developers before they start coding. It is a handy tool.

The companion website has lots of great resources, too.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Awsome book!, December 1, 2003

By	Kevin Carmody (Kettering, OH United States) - See all my reviews

I'm not too sure what those negative reviewers were thinking, but this is one of the best books I've read on online promotions. Easy to understand and makes the valid points all the way through. Good information in the beginning for those of us not used to online promotions. You've made a fan Bill Carmody and not because we have the same last name!