Chapter 7
1. Explain the difference between marketing and marketing communications.
Marketing communication have a dual purpose: branding and sales. One purpose of marketing communication is to develop and strengthen a firms brands by information consumers about the differentiating fratures of the firms products and services.
2. What are some reasons why online advertising constitutes only about 9 percent of the total advertising market?
Some reasons why online advertising constitutes only about 9 percent of the total advertising market are consumer, financial services, computers, telecommunications and media account for 80% of all online advertising.
Marketing communication have a dual purpose: branding and sales. One purpose of marketing communication is to develop and strengthen a firms brands by information consumers about the differentiating fratures of the firms products and services.
2. What are some reasons why online advertising constitutes only about 9 percent of the total advertising market?
Some reasons why online advertising constitutes only about 9 percent of the total advertising market are consumer, financial services, computers, telecommunications and media account for 80% of all online advertising.
3. What kinds of products are most suited to being advertised online?
Display ads, video ads, rich media, lead generation.
Display ads, video ads, rich media, lead generation.
4. What is the difference between an interstitial ad and a superstitial ad?
Interstitial ad is a way of placing a full-page message between the current and destination pages of a user. Superstitial ad is a rich media ad that can be any screen display size up to full screen 900x500, and with a file size of up to 600 kb.
Interstitial ad is a way of placing a full-page message between the current and destination pages of a user. Superstitial ad is a rich media ad that can be any screen display size up to full screen 900x500, and with a file size of up to 600 kb.
5. What are some of the reasons for the decline in click-through rates on banner ads today? How can banner ads be made more effective?
Banner ads display different images in relatively quick succession, creating an animated effect.
Banner ads display different images in relatively quick succession, creating an animated effect.
6. Why are some affiliate relationships called “tenancy” deals? How do they differ from pure affiliate relationships?
Among large firms, affiliate relationships are sometimes called "tenancy deals" because they allow a firm to become a long-term "tenant" on another site.
Among large firms, affiliate relationships are sometimes called "tenancy deals" because they allow a firm to become a long-term "tenant" on another site.
7. There is some controversy surrounding paid placements on search engines. What are some of the issues surrounding paid placement search engines? Why might consumers object to this practice?
The Achilles' heel of search engine marketing is "click fraud". Just as spam has greatly reduced the untility of e-mail marketing, so has click fraud raised the costs and reduced the arttractiveness of serch engine marketing to merchants.
The Achilles' heel of search engine marketing is "click fraud". Just as spam has greatly reduced the untility of e-mail marketing, so has click fraud raised the costs and reduced the arttractiveness of serch engine marketing to merchants.
8. What are some of the advantages of direct e-mail marketing?
Some of the advantages of direct e-mail marketing are sending e-mail to an opt-in audience, advertisers were targeting interested consumers.
Some of the advantages of direct e-mail marketing are sending e-mail to an opt-in audience, advertisers were targeting interested consumers.
9. What is the difference between hits and page views? Why are these not the best measurements of Web traffic? Which is the preferred metric for traffic counts?
Hits are number of http requests received by a firm's server and page views are the number of pages requested by visitors.
Hits are number of http requests received by a firm's server and page views are the number of pages requested by visitors.
10. Define CTR, CPM, CPC, and CPA.
CTR is the percentage of people exposed tp an online advertisement who actually click on the banner. CPM is the advertiser pays for impressions in 1000 unit lots. CPC is the advertiser pays prenegotiated fee for each click an ad receives. CPA is the advertiser pays only for those users who perform a specific action.
CTR is the percentage of people exposed tp an online advertisement who actually click on the banner. CPM is the advertiser pays for impressions in 1000 unit lots. CPC is the advertiser pays prenegotiated fee for each click an ad receives. CPA is the advertiser pays only for those users who perform a specific action.
11. What are the key attributes of a good domain name?
A good domain name should be short, memorable, not easily confused with others, and difficult to misspell.
A good domain name should be short, memorable, not easily confused with others, and difficult to misspell.
12. What are some of the steps a firm can take to optimize its search engine rankings?
13. List and describe some Web site design features that impact online purchasing?
one click purchase capability, product list navigation and choice features that save consumers time.
one click purchase capability, product list navigation and choice features that save consumers time.
No comments:
Post a Comment