1.Explain the difference between marketing and marketing communications.
Marketing communications has a dual purpose; branding and sales. One purpose of marketing comm. is to develop and strengthen a firm’s brands by informing consumers about the differentiating feature of the firm’s 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 is because 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?
Products that are most suited to being advertised online are ones that are able to be in display ads, have rich media ads, and video ads.
4.What is the difference between an interstitial ad and a superstitial ad?
An interstitial ad is a way of placing a full-page message between the current and destination pages of a user. A superstitial ad is a rich media ad that is pre-loaded into a browser’s cache and does not play until fully loaded and the user clicks to another page.
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?
Some reasons for the decline in click-through rates on banner ads today are because banner ads display different images in relatively quick succession, creating an animated effect and uses Flash video.
6.Why are some affiliate relationships called “tenancy” deals? How do they differ from pure affiliate relationships?
Some affiliate relationships are called tenancy deals because they allow a firm to become a long-term “tenant” on another site. They differ from pure affiliate relationships because an affiliate relationship is only a permit to be a tenant, and a tenancy deal is long term.
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 utility of e-mail marketing, so has click fraud raised the costs and reduced the attractiveness of search engine marketing to merchants. Some of the issues surrounding paid placement search engines are that anyone including competitors can click on search engine ads, driving up a merchant’s costs, without ever purchasing anything. Consumers may object to this practice because you can increase your revenue by having friends and relatives click on the ads Google or Microsoft place on your site without even purchasing anything
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