1. OFFLINE promotion
1.1. Building psychological proximity
1.1.1. Online address on all objects
1.1.1.1. Gadgets
1.1.1.2. T-shirts
1.1.1.3. Pens
1.1.1.4. etc.
1.1.2. Online address on all products
1.1.3. Online address mentioned in answering machine text
1.1.4. Address should be moving around
1.1.4.1. Buses
1.1.4.2. Cars
1.1.4.3. etc.
2. ONLINE promotion
2.1. Building technological proximity
2.1.1. Get the first click
2.1.1.1. Ensure that backlink is in the right place
2.1.2. Any subsequent click
2.2. Choose the right MANIFESTATOR
2.2.1. Put it on the right site
2.2.2. Put it in the right place
2.3. Choose the right LANDING PAGE
2.3.1. Should fit the ad
2.3.2. Should meet visitor's expectations
3. Technological proximity
3.1. Ask for backlinks
3.2. Who?
3.2.1. No competitors!
3.2.2. Ask the right people
3.3. How?
3.3.1. Ask for free
3.3.2. Exchange
3.3.3. Paying
3.3.3.1. PPI: Pay Per Impression
3.3.3.2. PPC: Pay Per Click
3.3.3.3. PPL: Pay Per Lead
3.3.3.4. PPT: Pay Per Transaction
4. Target vs. public
4.1. Target
4.1.1. One-way communication
4.2. Public
4.2.1. Communication & interaction