Reference no: EM132486478
Question 1. Despite its ups and downs during the past decade, the Internet and digital/interactive media are experiencing a strong recovery. Why is there reason to believe that the current Internet boom could be permanent?
Question 2. What may have driven advertisers to embrace the Internet early on in its development despite considerable uncertainty about audience size, audience composition, and cost-effectiveness?
Question 3. How effective do you think mobile advertising and IBP will be through delivery systems like the iPod, iPad, and smartphones?
Question 4. What unique characteristics of digital/interactive advertising and IBP offer advantages over traditional forms?
Question 5. Explain the two basic strategies for developing corporate home pages, exemplified in this chapter by Crayola Web home page.
Question 6. Niche marketing will certainly be facilitated by the Web. What is it about the Web that makes it such a powerful tool for niche marketing?
Question 7. Visit some of the corporate home pages and websites described in this chapter, or think about websites you have visited previously. Of those you have encountered, which would you single out as being most effective in giving the visitor a reason to come back? What conclusions would you draw regarding the best ways to motivate repeat visits to a website?
Question 8. The Internet was obviously not conceived or designed to be an advertising medium. Thus, some of its characteristics have proven perplexing to advertisers. If advertising professionals had the chance to redesign the Internet, what single change would you expect they would want to make to enhance its value from an advertising perspective?
Question 9. What are the challenges that face advertisers when they try to measure the impact of advertising and IBP digital and interactive campaigns on the Internet? If you were manager, which metric(s) would you rely on to judge success of a campaign?
Question 10. How do you feel consumers will react to the use of location-based mobile-marketing techniques for advertising messages and IBP programs?
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